to the same affinity group would have a tendency to purchase similar items. For example, a member of the Texas Society of CPAs may be interested in receiving a sales letter about a new online tax service. Or a member of the local Parents Teachers Association (PTA) may be interested in a new child safety video program. Or people who buy rifles might be interested in receiving a hunters clothing catalog.   The ultimate mailing list would represent a group of people who belong to the same organization, who have purchased a similar or complimentary product within the past 90 days through mail order, that are financially well-off. If you sell a product or service and can find a list of people meeting these criteria, hop on it!   Compiled List Versus Response Lists   There are basically two types of lists you can purchase: compiled lists and response lists. Its important to know the difference, because it could mean the difference between success and massive failure. A response list is a list of people who have already purchased a similar or related product to what you are selling.   A compiled list is one that has been "put together" using demographic, psychographic, or geographic data. As I mentioned, the closer your direct mail list is to people who have already responded to a similar offer, the higher your chance for success.   For example, I buy a lot of marketing courses. Especially audiocassette taped courses with workbooks. If you send me one, there is a high likelihood that Ill buy it. Why? Because I buy marketing stuff ALL the time!   However, I am also a CPA (bet you didnt know that ☺). I throw away CPE class catalogs all the time because Im not a practicing CPA, but my name shows up on the Texas Society of CPAs compiled list.   See the difference? Remember this when you are selecting your mailing list. Again, it could mean the difference between success and failure.   All Marketers Should Have a Good List Broker   The key to finding the right lists is hiring a good list broker. A list broker is someone who helps you to identify good lists for your direct mail campaign. List brokers abound, but good ones are few and far between.   A list broker gets paid based on a percentage of what the list costs you. However, most list brokers get significant discounts from which they take their commission. So in the long run, a good list broker should not only NOT cost you anything, but also make you tons of money. They are your "market finders" and play a huge role in whether your campaign is a success or not. I have a personal list broker who I think is tops. He is one of the few brokers whom Ive met who really care about my success, to the point that sometimes he recommends that I