The who, what, when, where, why of getting your message out
(United States Postal Service, 2002)
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.
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