Jaki Gaudet

Would you believe me if I said that there are people who are still not using the Internet? I read an article stating that 21% of Americans are in fact, not surfing the web, or even dipping their toes in it. So this means approximately 14 million Americans are missing out on Facebook, Peapod, online dating, webinars, Blogger, YouTube, email! The list goes on. They either don’t have access to a computer, have access but are uncomfortable using one, or just have no real interest. I know its mind boggling to think how anyone can go through life without the desire to explore the never ending Net, I mean, it makes life abundantly more fascinating and easy in so many ways. But everyone has their reasons. 

My experience working for a communications marketing company has taught me to give everyone and their ‘situation’ the opportunity to be reached and be heard. So, be mindful when communicating with your clients and prospects that some of them might not have Internet access, so don’t send a personalized direct mail postcard and make them respond only by visiting a pURL. If you are sending out a postcard or letter to help drive business, then make sure you give the recipient several ways to respond. Give them a phone number, a website, and an address (or reply card). The more ways to respond the greater your response rate will be.

So, while the Internet is definitely widely used, it shouldn’t be the only way in which you are reaching out to your clients, customers, or prospects. Keep sending out mail, making phone calls, and having face to face meetings. Don’t neglect what could be ideal customers by directing all efforts in one direction. Don’t turn your back on the 14,619,359 American’s/customers who aren’t on the Internet!