what's the difference between junk mail and the type of mail most direct mail firms send to voters? Generally, nothing!

When you receive a flier in the mail from a store such as Best Buy, chances are you probably toss it in the garbage without looking at it. But what if you went home tonight and your CD player wouldn't start or your TV's picture tube went out? If the flyer arrived in tomorrow's mail, would you still simply toss it? Doubtful. Why? Now the flyer has become relevant to you.

relevance: that's what it's all about... in radio, TV, or mail.

This is especially true for campaigns which always have limited resources. If the message isn't relevant to the voter, they flip channels. They fix themselves a snack during the commercial. They throw away the "junk" mail.

Even campaigns that craft an ideal message and design an eye-catching mail piece or clever TV spot will not achieve full benefit if it's not relevant to their targeted voters. If it's  about Social Security and I'm 19 , it's junk mail to me.

It's all about relevance.