Our last article spoke about the impact and importance of Direct Mail to your marketing campaigns. The best marketers can not only communicate effectively, but provide tools so their clients and prospects’ message cuts through the clutter. Direct mail is still an effective and valued tool to have in your arsenal. But, sometimes as marketers, we often forget that our audience (customers/prospects) are responsible and savvy, as well as try to be conscious of being eco-friendly. We too, need to make sure our message contains language that lets them know we are responsible environmentally as well as fiscally.

So with that, here is a good tidbit that can help clear up misconceptions about Direct Mail, the Value of Print, and its effectiveness, when it comes to the marketing mix.

Misconception:

USING PAPER KILLS TREES!

Answer:

Yes, the primary raw material for paper is trees, but they are a renewable resource. The trees in North America used for paper production come from well-managed forests or farms. Private landowners plant about 4 million trees every day, which is 3-4 times more than the harvest. (International Paper)(Print Grows Trees)

In fact, just 11% of the world’s forests are used for paper (as compared to 28% for lumber; 53% for fuel) (IP)

By providing a market for responsibly grown wood fiber, the U. S. paper industry encourages forest land owners to continue managing their lands rather than selling them for development or other non-forest uses. This is an especially important consideration in facing economic pressure to convert forest land to non-forest uses. (Two Sides)

Today the U.S. has 20% more trees than it did on the 1^st Earth Day (AF&PA), which took place in the spring of 1970.

If you think about it, Forests “left to themselves” would perish due to disease, fire, and other natural causes.

Misconception BUSTED!!! Now… Spread the word, and let’s go get personal!!!