From the monthly archives:
If you can only afford to use one marketing tool, you’d be hard-pressed to find a better one than a simple brochure (or flier or circular). I call the brochure the Swiss Army Knife of Marketing Tools because there are so many ways to use it—and because it can deliver your selling message in greater depth and detail than an ad or radio or TV spot. Read more…
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In the last post I talked about the power of writing a very personal, one-on-one letter to a high-value prospect, telling them specifically how you can help solve their problem.
Think about this. Your prospects are constantly besieged by impersonal communications (as we all are). So when they receive something that is sincere and personal…it stands out.
Here are some more tips on writing this letter. Read more…
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One of the big advantages of being a small business is that you can do things in a much more personal way than a big business can.
And the most personal advertising medium is a one-to-one letter. Here’s how it works.
First, identify your very best prospects—those 5 or 10 or 25 individuals or companies who would be worth a lot to you if you could get their business.
Second, do a little homework; find out everything you can about each prospect. Study their website. Google them. Find some way to get to know them.
Third, write a letter describing specifically how you’ll help them or solve a problem for them. The letter should mostly be about what’s in it for them, not about you.
And fill the letter with specific references about them that make them realize you’ve done your homework on their situation and that this is a letter just to them, not a mass mailing.
For example, a landscaper might target an upscale home and start a letter something like this:
Dear Mrs. McGill:
In the course of my work around town I often drive by your home. What a beautiful property you have. I especially like what you’ve done with the day lilies along the walkway.
But I was noticing that some of your oak trees need some pruning. Let me explain why this is important…
See what I mean? At the very least, Mrs. McGill is going to be impressed that someone has taken time to notice and think about her property. This kind of letter makes a very different impression than a mass mailing. It will get noticed and get read!
The landscaper can send several of these out every week. It will take some time but not a lot of money. And a few weeks later, he can even send out some follow-up letters to those who don’t respond.
This is the kind of personal touch that a big company simply can’t provide.
Next week I’ll talk about how to write the letter.
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Think you can’t afford TV or radio commercials, or that it might be too complicated to do? You might be surprised.
Sure, we’ve all seen TV spots that cost hundreds of thousands of dollars to produce. I even created some of those when I worked on Madison Avenue. Read more…
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