Direct Mail Goldmining...

There's gold in them thar databases.

About 47% of all U.S. companies lease out their lists on a regular basis according to a survey by the U.S. Postal Service.

Next time you do a mailing, consider getting a list from a related business. The information is likely more on-target and better updated than other lists. Renting lists from trade journals also can be a good choice.

And, think of your customer/prospect list as a potential profit center. Use leads generated by your ads to build a database. Then consider what companies offer products or services that complement yours. Either offer to sell them your list or trade lists in a name-for-name exchange.

- Phil Sasso