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... send out stuff that's destined to wind up in the wastebasket? It's just anoth...

... able to withstand the elements of wind, sleet, and freezing weather. The acor...

...hool better. Who knows? You might wind up insuring the school!...

... like junk, it is junk. Yet companies continually insist on proving this point. Here's how to break the junk mail habit: When a pile of mail arrives on Monday morning, go through it carefully. Think about what you keep and what you immediately throw away. With this in mind, why do so many firms think they can beat the odds and send out stuff that's destined to wind up in the wastebasket? It's just another way to waste more money. All this reveals a lack of respect for your product, your company-and your prospect. If you have a good story, dignify it with a high-quality presentation. 13. Refuse to work with the press. The best way to handle the press is to view editors and reporters as the enemy. Their goal is to ... insurance ads lacked a clear message, so no one stopped to read them. The health clinic's mailer focused on the clinic, not the prospective patient. And the $28,000 brochure was 100% self-serving. These are not isolated marketing mistakes. They happen every day and they waste valuable marketing dollars. To help evaluate your agency's marketing program, here are 14 proven techniques for wasting marketing energy and dollars: 1. Always shoot from the hip. This may be the most common marketing plan in business today. Many otherwise sophisticated companies believe that they're marketing their products or services effectively by doing a mailing now, a couple of ads in the fall, and a brochure somewhere in between. From time-to-time, the price sheet may be revised. Someone comes up with a great idea ...