I keep "junk mail" and read it when I have time. It's good to keep a pulse on what's being mailed... and especially on what's being mailed more than once.
But just this week I received a letter that is a perfect example of how NOT to do direct mail. What's more, this letter is the kind that gives direct mail a bad name. It is trash, and the company that mailed it has exposed their own irresponsibility.
Why am I so angry about this letter? Because its sole purpose is to raise the price of a certain company's stock by tricking unsuspecting individuals into thinking they've received a "hot tip" about a stock that's about to soar sky high.
On the first page alone, the stock symbol is listed 7 times with "cheese-y" lines like:
"Your AGING MOTHER Demands that you Buy Lusora (LHCS)"
"DO NOT just turn to page 6 right now. First, buy LHCS below $3, read the rest of this report, and then call your mother to tell her the good news."
"BIG NEWS drives stock prices way up and Lusora Heathcare Systems (LHCS) is about to become the most recognized stock since early Microsoft."
Turns out, "Scott Fraser's Elite Stock-Market Advisory" is all about getting you to buy a stock. (Does Scott Fraser even exist?) The entire thing is a shameless pitch to get you to load up on the stock and drive up the price. Ridiculous.
I strongly suspect this is illegal, despite the lame disclaimer printed on the back of the letter. The beginning of it reads:
IMPORTANT NOTICE AND DISCLAIMER: This stock profile should be viewed as a paid advertisement. In order to enhance public awareness of Lusora and its securities through the distribution of this report, Innovative Technologies paid the publisher, Nat-Con Publishing, Inc. the sum of $450,000.
Aha! You were paid—in advance—to "recommend" the stock. Can you say "conflict of interest?" As if the fine print makes it okay!
My point in sharing this: There are still shady direct marketers out there. Please don't be one of them.
End of rant.