These days, you can’t just hang your sign or shingle and
expect that business will beat a path to your door. People are
busy, they may not even notice the new store on Main Street.
Even if you’ve been in business awhile, your best customers
may not check your signs in the window.
There’s no advertising medium that’s more personal or
involving than the mail. It can’t be missed. People look at
their mail almost every day. So your message gets attention
from anyone you send it to. Who do you mail to? What do you
mail? Here are some ideas:
1. Who should you mail to?
Mail to people with whom you do business. Mail to people with
whom you’d like to do business. You can rent lists of
potential customers and mail to them. Don’t be shy. You’re
trying to let the world know about your great offer. Send mail
to as many people as possible.
2. What should you mail?
Mail is very flexible. Send letters, postcards, self-mailing
brochures - whatever you think fits your business.
Professionals may prefer letters while retailers may prefer
flyers. But there’s no rule. A retailer can send a
“private sale” letter and a professional can send a
postcard to announce his or her appearance at a seminar.
3. When should you mail?
Anytime you have news, an event, or upcoming news and events,
it is a good time to send mail. An electronics store can let
its best customers know in advance when the new digital
cameras are coming in so they can have first crack. Are you a
tax accountant trying to avoid that late-season rush? Write
your clients in January.
4. Where do you send mail?
Again, send your mail to anyone who can do business with you.
If you’re a local store owner, you can write to every home
in your neighborhood and surrounding areas. If you have unique
items that might appeal to people in other states, you can
write to them.
5. Why send mail?
Mail is personal. And it can’t be missed. Looking through
the mail means people have to spend at least a moment with
your message. And sometimes, that’s enough to get their
attention and lead them to a sale.
