Why Would Any New Yorker in His Right Mind Use a List Broker in California?

By count, most of the nation’s major list houses are in the East. Manhattan alone has enough brokers to bury every mailbox in America under a pile of mail three feet deep.

If that’s the case, then why are major mailers defecting in flocks to InfoMat? Why are they coming 3,000 miles to rent our lists when they can get the same names at the same price from someone down the street?

After all, tradition has it that if you want good list service, you go to New York. California has always been the graveyard of ambitious list brokers. No one had ever grown very big out there. Until InfoMat came along, that is.

We changed it all

InfoMat has changed that. Large corporations, small companies and entrepreneurs all have found that the cornerstone of their success is in choosing the right list broker. In fact, over 60 major ad agencies and 10 direct mail consulting firms have come to us for their list mix. Many of our clients—including manufacturers, publishers and fund raisers—are so loyal you couldn’t pry them away from us with a crowbar.

Our secret

There’s one good reason why New Yorkers and other Easterners are beating a 3,000-mile-path to our door: money.

We produce exceptional results for them because our list mixes pull better. This may sound like puffery, but in our case it’s gospel.

There are other reasons, too:

1. We’re very, very cautious. We select mailing lists with the kind of care ordinarily reserved for tiptoeing through minefields. You needn’t worry about getting a careless choice.
   
   
2. Our decisions are based on careful record keeping. Sad to say, only a handful of the country’s 344 brokers do the sort of research that InfoMat does.
   
   
3. As an InfoMat client, you can afford to forget about your list worries once you’ve hired us. Our total, conscientious care frees you to think about other things.
   
   
4. We don’t pay our list AE’s commissions, which discourages careless choices. Some of our largest competitors do.
   
   
5. We’re list consultants, not list peddlers. We work just as hard to find ways to save you money as you would yourself. For instance, we constantly look for opportunities to do special selections or locate obscure lists.
   
   
6. No matter where you are in the U.S., you’ll get the most personal, friendly service you’ve ever had. Just like you lived next door to us.

Success stories

• Relying on InfoMat’s list selections, an expensive investment newsletter went from zero to 72,000 paid subscriptions in only 21 months.

• A West Coast nonprofit group consistently gets twice as good a response with InfoMat’s lists than from any other consultant. For 2 months, its staff literally could not handle the contributions that came in.

• An expensive mail order product went from zero to 60,000 units sold in only months using InfoMat’s list selections.

• A magazine, using InfoMat’s list selections, went from 1,000 to 48,000 subscriptions.

• A $400 seminar had to turn away over 200 people because of too much response!

• We introduced a product from South Africa into the U.S. Even with a price tag twice as high as the competition, in less than 2 months the promotion surpassed the initial response goal by 210%.

• The test mailing for another happy client broke even in just 2½ weeks from the mail date, and had paid back all creative and production costs and produced a 400% profit on the initial investment by the 8 week. Subsequent rollouts did almost as well.

The Zipmarket Principle

We have been able to build booming businesses for one customer after another for one main reason: We understand better than most the basic law of direct mail. We call it the Zipmarket Principle. Briefly, it is this:

“Good lists beat good packages.”

More specifically:

Even the most brilliant package will fail if mailed to poor lists, but any decent package will pull well if mailed to quality lists.

We call it the Zipmarket Principle because the more you ignore it, the faster your share of the market approaches “zip”.

If you have ever used direct mail and got weak results, chances are it was your list mix that was at fault. We know of hundreds of mailers who struggle on year after year, testing mail package after mail package, spending thousands of dollars on mailings that only break even, at best.

They are ignoring the fact that no package is going to change a person’s mind if he’s just plain not interested in responding to anything in the mail. But if a person likes to buy through the mail and has proven it by buying other things, he’ll probably respond to you, too—even if you send him just an average package.

We hasten to add the obvious corollary to the Zipmarket Principle:

“Good packages help.”

Let’s face it. 40% or more (some say as high as 60%) of the success or failure of your campaign comes from the proper selection of lists. That’s why our clients are so loyal.

What they are saying

“If you have been involved in mailing lists at all, you know that InfoMat’s list brokerage is capable of making the best recommendations in the United States.”

—Ken Gerbino, Kenneth Gerbino & Co.

“Your list selections have helped us achieve our best mailing ever! Your analysis is insightful, in-depth and on-the-mark.”

—Julie Sluder, McAlvany Intelligence Advisor

“Your list selections have produced thousands of dollars of additional income for my clients. Even their test mailings make money when they follow InfoMat’s advice. You’re the best.”

—M.E., Marketing Consultant

Discover InfoMat Now

If you’re really serious about getting higher response and opening up new markets for yourself, pick up the phone and call 1-310-212-5944.

Tell them what you’ve been doing and what your goals are. They’ll tell you how we can get to your goals. They’ll send you all our mailing list bulletins related to your market.

Then they’ll dig and dig through the 50,000 lists on the market until they find the ones that you’ll be delighted with. They will include lists that you may not have heard about or thought of. And in a few days they’ll recommend a specific list mix for you based on a careful analysis of your needs—with no obligation.

Call them at InfoMat, today. It won’t cost you a cent. And you could add a new chapter to your company’s history.

Very truly yours,

Craig A. Huey
President

P.S. We also serve a few Westerners now and then. Plus, people in Canada, Asia, Europe, South America and Africa!

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InfoMat, Inc.
21171 S. Western Ave.,
Suite 260
Torrance, CA 90501
Tel: 1-310-212-5944
Fax: 1-310-212-3026
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