If you truly want to build long-term name recognition and convince prospects that you are the best choice, mailing to their homes can have a huge payoff. Obviously, you need to be careful what you send and make sure it's appropriate to tell and sell your story, but your creative choices are endless. Use cartoons, fun newsletters, or contests to involve the family.
ACTION ITEM
Think about what you can do to involve your prospects' and customers' families. It's a great way, at little or no expense, to tell and sell your story and convert those hard-headed prospects into big-buying customers. Let their families help you convince them to join you.
When a Virginia-based tire company wanted to involve both its employees and its prospects in understanding more about what the company was doing to grow, be successful, and serve its customers, it began mailing a high-quality newsletter to the homes of all prospects and customers in its database. The newsletter contained a code number. Each month, they randomly called two homes. If the person who answered the phone had read the newsletter and could recite the number, the company immediately sent two crisp, clean $100 bills. That amounted to $400 each month. But in the process, the company convinced about 1,000 prospects and customers to know about their newsletter, look forward to its arrival, and be involved in the information it provided.
TAKEAWAY
You can't have too much help when it comes
to convincing prospects to be your customers.
Don't be shy about reaching out to families—it's
a win-win situation for everyone involved.