Originally published by The Pomerado Newsgroup

This is my 100th column. Fireworks begin at 9pm.

More fireworks – I just turned 50. And with the precision of a Swiss watch, an invitation to join AARP arrived in my mailbox.

There’s no need to wonder how this happened. AARP rents mailing lists of everyone turning 50 and a month ahead of time sends out a deceptively simple mailing that’s the middle-aged equivalent of a draft notice.

“Greetings. You’re now officially a codger,” it says (okay, the words are different, but that’s essentially their message).

Whether or not I join the association for the discounts, there are lessons to learn from AARP’s marketing materials, such as:

• A letter that’s addressed to me personally
• Benefits that are clearly spelled out
• A very affordable price
• They encourage my participation in the mailing and response
• They sent me a temporary membership card (making me part of a community)
• My younger spouse was offered free membership, encouraging my buy-in
• No money is due from me now
• A postage paid response envelope makes ordering easy

These guys did everything necessary to get my attention. I can dip my toes in the warm waters of retirement with a one-year membership (just $12.50). The entire offer was presented to me on a single, 8½ x 11 sheet with perforated response form.

I know I’m little more than a number to AARP. But any organization with 23.5 million customers whose mail isn’t seen as “junk” must be doing something right.

Now what about your marketing materials? Do you clearly spell out benefits? How about offering something free? Do you make it easy for prospective customers to give you their money?

Most important of all, are you sending your mailing to the proper mailing lists? Because no matter how good your offer is, it’s worthless if it’s talking to the wrong people.

Direct mail is probably the most cost-effective marketing vehicle around. Handled properly, it can have a fantastic ROI. However, without the right list, price point and the rest, you’re leaving yourself open to making a huge - and expensive - mistake.

With that said, I wish you a week of profitable marketing.

Mr. Marketing is waiting to see AARP’s next pitch before deciding whether to set his pride aside and sign up. You can reach this young codger at www.askmrmarketing.com.