What do we want? MORE BUSINESS! When do we want it? NOW! How much do we want? LOTS! Put it all together and what do you have? MORE BUSINESS NOW, LOTS MORE BUSINESS NOW!
This is what small business owners across America are chanting. So what are you doing to increase business in your store?
Promoting your business can be one of the most daunting tasks you’ll face as an owner. We are so caught up in trying to be all things to all people; afraid someone won’t choose us because they didn’t see exactly what they were looking for in our ad. If you’ve ever been asked, “Who is your customer?” and replied, “Well, everyone, of course” you made the classic mistake of answering “Who will you sell to?” instead of “Who’s buying from you?”
And you have to know the make up of the customer that chooses your store over another. It doesn’t matter if you’re selling oil changes or recliners. Once you start nailing down this kind of information, you can better address your core market.
You know what’s coming next, the dreaded A word. Advertising. You know you have to do it, but what really brings in the results. Research it for yourself and you’ll find direct mail still brings in results.
Did I hear you say “pffffft?” Oh – I know, you’re against spending money on postage. Why? If you send 1000 first class mailers to 1000 people ideally suited to your business, and only 3% act on the offer immediately, that’s 30 customers from one mailing. And you’ve only spent $450 in postage. (based on the current rate of .45). Compare that to what your other advertising costs.
Direct mail isn’t just for the biggest companies. Small companies are doing wonderful things for their business by mailing to existing customers. Think about a statement stuffer featuring a particular service or product offering. You’re buying the stamp anyway. And small postcards are a wonderful way to make contact and mail for less than standard business letters.
But the key is to qualify the contact. Just any mailing list won’t do. So we’re back to “you have to know your customer.” What do we want? MORE BUSINESS NOW, LOTS MORE BUSINESS NOW!
This is what small business owners across America are chanting. So what are you doing to increase business in your store?
Promoting your business can be one of the most daunting tasks you’ll face as an owner. We are so caught up in trying to be all things to all people; afraid someone won’t choose us because they didn’t see exactly what they were looking for in our ad. If you’ve ever been asked, “Who is your customer?” and replied, “Well, everyone, of course” you made the classic mistake of answering “Who will you sell to?” instead of “Who’s buying from you?”
And you have to know the make up of the customer that chooses your store over another. It doesn’t matter if you’re selling oil changes or recliners. Once you start nailing down this kind of information, you can better address your core market.
You know what’s coming next, the dreaded A word. Advertising. You know you have to do it, but what really brings in the results. Research it for yourself and you’ll find direct mail still brings in results.
Did I hear you say “pffffft?” Oh – I know, you’re against spending money on postage. Why? If you send 1000 first class mailers to 1000 people ideally suited to your business, and only 3% act on the offer immediately, that’s 30 customers from one mailing. And you’ve only spent $450 in postage. (based on the current rate of .45). Compare that to what your other advertising costs.
Direct mail isn’t just for the biggest companies. Small companies are doing wonderful things for their business by mailing to existing customers. Think about a statement stuffer featuring a particular service or product offering. You’re buying the stamp anyway. And small postcards are a wonderful way to make contact and mail for less than standard business letters.
But the key is to qualify the contact. Just any mailing list won’t do. So we’re back to “you have to know your customer.” What do we want? MORE BUSINESS NOW, LOTS MORE BUSINESS NOW!