The most effective direct-mail inserts often use key words and colors. Make sure the colors you use promote the appropriate image. Neon colors, for example, can attract attention for party-planner or gift basket businesses. On the other hand, ivory and gray are usually the colors of choice for lawyers, financial planners and other business services.

To involve the reader in the ordering process, many mailers enclose “yes” or “no” stickers that are to be stuck onto the order form. Companies such as Publisher’s Clearing House take this technique further by asking recipients to find hidden stickers throughout the mailing and stick them on the sweepstakes entry. It also asks customers to choose their prizes, which gets them even more involved.

Next, read up on the subject. A wealth of printed information is available to help educate you about direct mail. Two of the betterknown publications are DM News, a bimonthly trade paper, and Direct Magazine, a monthly.

The Direct Marketing Association (DMA) in New York City is a national trade organization for direct marketers. For a catalog that highlights many of the direct marketing industry’s books, a free brochure that lists a variety of direct marketing institutes and seminars across the country, or more information about joining, call the DMA at (212) 768-7277. You can also visit the group’s website at the-dma.org.

Mailing Lists

No matter what type of direct mail you send out, you’ll need a mailing list. The basic way to build a mailing list is by capturing name and address information for everyone who buys or shows interest in your product. If you sell by mail, you’ll already have this information. If not, you can get it off customers’ checks. Hold a drawing and ask customers to fill out an entry card or drop their business cards in a bowl. Or, if you’re a retailer, simply put a mailing list book next to your cash registers where customers can sign up to receive mailers and advance notices of sales. One of the best ways to build a mailing list is to compile a database using the leads generated by your other forms of advertising.

AHA!

A growing number of list publishers sell lists on CD. Since these lists may not be updated as regularly as other list sources, be sure to ask how current the list is before you buy.

The list you develop using your own customers’ names is called your “house list.” Of course, when you’re starting out, your house list is likely to be skimpy. To augment it, one way to go is to rent a mailing list. There are two ways to rent a mailing list: approaching the company you want to rent from directly or using a list broker.

Any company that mails merchandise or information to its customers—catalog companies, magazine publishers, manufacturers, etc.—usually has a list manager who handles inquiries and orders for the mailing list. If, for example, you know that subscribers to Modern Photography magazine are likely to be good prospects for your product, then you can rent the subscriber list directly. Another good source is local newsletters or group membership lists. Many organizations will let you use their member lists; these can be very cost-effective.

If you aren’t sure whose list you want, then call a mailing list broker. List brokers know all the lists available and can advise you on what type of list would work best for your business. Many can also customcreate lists based on your requirements. You can find brokers in the Yellow Pages under “Mailing Lists” and “Mailing Services,” and in the classified sections of mail order trade magazines. The DMA can also refer you to brokers. Another source is the monthly directory Standard Rate and Data Service Direct Marketing List Source, available in major reference libraries.

Some list companies let you sample a list before making a pur chase. Rental costs typically range from a low of $50 per thousand (CPM) for the most basic compiled lists to $250 CPM for names with multiple selections, such as recipient’s name, job title, type of business or number of children, for example. This is for a one-time use only. (List owners typically “seed” their lists with their own names and addresses so they can tell if you use the list more than once.)

SAVE

Keep your house mailing list up-to-date by cleaning it regularly. To do this, send out mailers with the notation “Address Correction Requested.” The post office won’t charge you for sending you the new addresses of your customers when the cards are returned.

A list will typically be provided in an electronic format or on pre-printed mailing labels and sent directly to the vendor you want to do the final mailing. Consider using a mailing house. Mailing houses have the equipment to professionally cut and apply preprinted labels or to download electronic files and rapidly create and affix labels by the thousands to your envelopes. A large mailing house can also personalize and print your letter and envelope, handle the folding and insertion and do everything else associated with assembling your direct-mail package. Depending on the level of service you need, rates may range from a few hundred to several thousand dollars for a 5,000-piece mailing.

Most experts agree renting fewer than 5,000 names isn’t worthwhile, primarily because a large mailing doesn’t cost much more per piece than a small mailing, and the returns are higher. Start with about 5,000 names for your first mailing, and consider it a test.

Entrepreneurs inexperienced with direct mail are often surprised to learn that the average positive response rate is between 2 and 3 percent. In some industries or with some types of products and services, a 1 percent response rate may be considered positive. If you believe your responses are less than stellar, it may be that the market isn’t right for your product, your mailer isn’t attention-grabbing enough, or your prices are too high. If you get a response of 2 percent or higher, then you’re on the right track.

Once you develop a complete mailer, continue to test your enclosures by adding or eliminating one important element at a time and keeping track of any upward or downward changes in response.

Brochures

For many businesses, especially service companies, a brochure is the building block of all marketing materials. A brochure is an information piece that doubles as an image maker. The look and feel of the brochure don’t only describe the benefits of your product or service, but also convey your legitimacy and professionalism. A brochure can make your small company look just as substantial as a more established rival, making it a great equalizer.

The good news is that a brochure doesn’t have to be expensive. It can be almost as cheap to produce as a flier. A brochure can be as uncomplicated as a piece of folded paper—the same piece of letter-sized paper that would otherwise be a flier. By folding it twice, as you would a letter, then turning it upright so it opens like a book, you have the basis for a brochure.

The magic of the brochure format is that it allows for a more dramatic presentation of the material than does a flier. Think of your brochure cover as the stage curtain, creating anticipation of the excitement that lies inside. An eye-catching headline on the cover is like the master of ceremonies, piquing the prospect’s interest about what’s behind the “curtain.” Inside, you first need to pay off the promise, or claim, in the cover headline with another headline, then use the remaining space for elaboration.

SAVE

Go to direct-mail school in your mailbox. Each day your mail brings a handful of direct-mail solicitations you can use for hands-on education. Study the letters, use design ideas from the fliers, and keep copies of different types of reply cards. Big-time direct-mail companies spend millions refining their mailing techniques. You can use that information just for the price of tearing open the envelope.

The principles of writing successful brochures are basically the same as those for writing print ads (see the “Print Advertising” section starting on page 502). However, brochures offer more room than ads, so there is a tendency to get long-winded and wordy. Keep your brochure brief, with enough information to interest readers but not so much repetition that they get bored. Use benefit-laden headlines and subheads, and “explain” your benefits by detailing all your features in the body copy.

The sample on page 522 shows a “before and after” makeover of a brochure for a company called My Right Hand that provides business support services. The first step in boosting this brochure’s appeal was coming up with a tempting headline for the cover. The goal is to arouse the interest of potential clients—the harried sole proprietor who needs help with the detailed paperwork involved in running a business alone. The revised headline “How To Free Your Business From Paperwork Purgatory” accomplishes that goal.

In this or any other headline, it’s important to go beyond the ordinary. Give your headline an unexpected word or phrase that expresses the idea in a memorable fashion. Adding the word “purgatory” gives this headline extra drama and emotion and puts the worst face on paperwork.

When the prospect flips the page, he or she finds a short-storylength headline that builds on the cover: “PAPERWORK. It ties you up. It slows you down. It ticks you off. All good reasons to delegate it to us ... a service you’ll feel confident calling MY RIGHT HAND.”

This headline pushes the prospect’s buttons (i.e., sensitivities) by emphasizing that paperwork is a grind, a bore and a frustration. The buzzword “delegate” is used because delegation is recognized as essential to entrepreneurial success when a business has grown too big for one person to handle. And since confidence and trust are essential when giving your business papers to an unknown company, the headline also emphasizes the company’s trustworthiness by using the word “confident.”

The overall look of a brochure is the key to making a good impression on prospective customers. Here are some tips to make sure yours is inviting to the eye:

• Have the descriptive copy typeset in a fairly large size. There’s no bigger turnoff for a prospect than squinting at tiny printing.

• Use light-colored paper. This, too, makes the brochure easier to read.

• Break up the copy with subheads. This makes the overall brochure less intimidating to read.

• Add something unexpected visually. One idea is to use a striking photo or graphic on the cover.

• Use the back of your brochure for a “business biography.” This is a good place to talk about how your company got started, how it has succeeded and where it is today.

• Always use endorsements, testimonials, industry affiliations or other credibility-raising elements.

• Spend a little extra money. It’s worth it to have your brochure printed on cover stock or quality heavyweight paper. A key part of the impression it makes is the way it feels in the customer’s hand.

TIP

Even if you do most of your business by mail or over the phone, customers like to see who they’re doing business with. Put your photo on your brochures or mailings. It conveys friendliness and builds confidence in your company.

Sales Letters

Whether you send it out solo or as part of a direct-mail package (see “Package Deal” on page 538), a sales letter can be one of your most effective marketing tools, allowing you to speak one-on-one to prospects and customers. What makes a good sales letter? There are three key rules:

Sample Brochure

BEFORE: The flier format, while imparting the basic message, is a bit “downscale” for a somewhat sophisticated service.

AFTER: A brochure gives you a more polished image. It says you are seasoned, sophisticated, professional.

1. Start with a hook. Begin your letter with a provocative thought or idea that hooks readers and makes them want to keep reading.

2. Give them the facts fast. Quickly list the top two or three benefits of doing business with your company.

3. End persuasively. Close the letter with a strong argument that compels readers to respond.

How long should a sales letter be? The standard answer is “long enough to do the job.” And yes, it takes longer to persuade a prospective customer to buy than to merely get him to inquire further. But in today’s high-tech age, people become impatient with anything that takes much longer than an eyeblink to read.

TIP

Trial sizes and sampling work. Have employees pass out product samples in front of your store; if you provide a service, offer a free trial period or consultation.

Does this mean the sales letter is dying out? No; people will still read sales letters. However, they don’t like it when you make them work at it—so keep it lean and mean.

Equal in importance to your message (some would say more important) is the look of your letter. It should be visually inviting. As soon as prospective customers pull your letter out of the envelope, before they read one word of your sales message, they instantly have a positive or negative reaction based on the overall look of the letter. If it’s crammed with words, readers will get a negative impression right away.

ADDED DIMENSION

Add dimension to your sales letters—literally—by attaching some type of small item to the letter. Make it something that ties in to the letter’s headline or subject. For example:

• A plumber could stick a minipacket of aspirin to a letter with a headline reading “Pipes giving you a headache? Take two of these, and call us in the morning.”

• Child’s plastic play scissors attached to the letter could be combined with a “Cut your costs ...” message.

• Or try a packet of coffee with a headline like “Sit down, have a cup of coffee on us, and learn how you can profit from stocking Steve’s Safety Bolts.”

A 3-D item inside gives your direct-mail package bulk. Recipients are curious and more likely to open the letter. Once they see what’s inside, they’ll read on to find out the connection between the item and the words.

To have the best chance of being read, your letter should be open and airy-looking with short paragraphs—including some that are one sentence or even one word long. (A one-word paragraph? Here’s how: Write something like “I have one word for suppliers who say they can’t offer you a one-year guarantee.” Follow that with a one-word paragraph such as “Baloney!” or any similar word you want to use. It is a real attention-getter.)

Strip your sales message down to the essentials so readers can breeze through it. This may mean hacking out words and phrases you have slaved over. But each extra bit you take out increases your chances of actually getting a response.

Last but not least, be sure to use “you.” This is a good rule of thumb in any form of advertising, but especially in a sales letter, where you are, in a sense, talking to the prospect face-to-face. Always talk about your product or service in terms of its benefit to the reader, such as “You’ll save more than 50 percent.” Sounds obvious, but it’s easy to lapse into the impersonal “we” mode, as in “We offer our customers discounts of more than 50 percent.”

TIP

It’s easy to get caught up in marketing campaigns that bring sales from new customers yet overlook the importance of retaining existing customers. It’s less expensive to upsell an old customer than to win a new one, so you need to strike a balance between acquisition and retention tactics, such as loyalty programs.

Postcards

The humble postcard has the power to beat all other direct-marketing formats when it comes to generating sales leads. Why is the postcard so effective? It’s much less costly to prepare and mail than other direct-mail efforts, but that’s not its greatest strength. It can be mailed out practically overnight, but that’s not its greatest strength, either.

A Little Surgery Can ...

This company’s old letter is a good first start. It’s persuasive and has immediacy. All it needs is some additional structure and a little nipping and tucking to make it work even harder.

BEFORE:

RECOMMENDATIONS:

A. Headline transplant:

The old headline telegraphs a strong benefit—but may work better as a subhead, beneath the new headline.

B. Personalization implant:

Who are you talking to? With no salutation, this letter doesn’t draw readers in.

C. Pace lift:

The old letter opens a little slowly and dully. That can be a turnoff to the impatient, indifferent reader.

D. Paragraph liposuction:

The old letter has a few oversized paragraphs that look formidable to read. That immediately disinvites the reader.

A letter with potential ...

... Make a Letter Better

AFTER:

RECOMMENDATIONS:

A. Headline transplant: The new headline pushes an emotional “hot button” that gets prospects riled up—and ready to act.

B. Personalization implant: A letter with opening personalization enables you to bond one-to-one with the reader. That connection is the same that a sales rep hopes to achieve. And a letter is a sales rep.

C. Pace lift: The new letter opens with a provocative, one-sentence “hook,” then quickly hops from point to point.

D. Paragraph liposuction: The new letter keeps paragraphs lean, mean and easy to read.

... Potential released!

The real power of a postcard is that it takes only a flip of the wrist for recipients to get your message. They read their name on it, then flip it over to see what’s on the other side. Simple, but incredibly powerful. Why? Because a huge percentage of direct mail never even gets opened. That’s the key word—“opened.” A postcard never has to overcome that obstacle. Even a folded flier has to be unfolded, while all a postcard requires is a flip of the wrist.

More than letters, postcards convey a sense of urgency, making them an ideal way to notify customers of a limited-time offer or special sale. Don’t restrict yourself to the standard 4-by-6-inch postcard format, either. Postcards can be as big as a letter-sized piece of paper, and many really benefit from that extra size. This costs more (although still not as much as a full direct-mail package), but it gives you more room to dramatize your offer. If you do use a larger size, you can make it a picture postcard, with just a large visual on the front and words on the back next to the recipient’s name and address.

“A life spent making
mistakes is not only
more honorable but
more useful than a life
spent doing nothing.”

—GEORGE BERNARD SHAW

Consider the “before and after” makeover (on page 530) on a postcard for SWD Truck Repair. Like many service businesses, SWD’s services aren’t an impulse purchase—meaning buyers usually don’t leap for the phone right after getting the promotional mailer.

What’s a great way to get more attention in the nanosecond of time it takes the recipient to turn the postcard over? First, the company needs a catchier nickname to use for the purposes of advertising. In this case, “The Truck Doctor” fits the bill perfectly. Nicknames can work for many types of service businesses. Some examples:

• For a wedding planner: The Marriage Maestro

• For an auto mechanic: The Car Medic

• For a party planning service: The Party Smarty

• For a carpenter: The Wood Wizard

You get the idea. Next, add an eye-catching graphic on the front of the postcard, along with a provocative headline or teaser that conveys the company’s benefit. In this example, the illustration shows a struggling truck, and the headline urges “Call For A Free Checkup At The Truck Doctor.” It’s a nice play on words that offers a benefit few can resist—a free service. Cartoons with copy balloons, as shown in the makeover, are an excellent way to cut through the advertising clutter and grab the reader’s attention.

Fliers

A hybrid of the postcard and brochure, fliers give you more room to get your message across than a postcard but are cheaper (and easier to design) than a brochure.

Fliers are ideal for certain situations, such as for posting on a bulletin board or handing out at an event. They are also a good tool to enclose with a sales letter if, for example, you want to notify recipients about a short-term sale or upcoming special event.

Because fliers’ primary benefit is that they convey information quickly, make sure yours is easy to read and stands out (see the sample on page 531). Try bright colors to grab the viewer’s eye, and use large type so information can be seen from a distance. Keep type brief and to the point. A crowded flier won’t get anyone’s attention.

While fliers are a useful addition to a marketing campaign, don’t use them as your only direct-mail tool, or you could come off looking amateurish.

Catalogs

For mail order entrepreneurs, a catalog is the backbone of their businesses. But even if selling by mail is only a small part of your business, you’ll be surprised to find out how much you can benefit from a catalog.

If you’re picturing the hefty Spiegel catalog or a glossy magazine like those sent by Pottery Barn, don’t despair. A catalog can be significantly briefer and still be successful. Here are five tips to ensure yours is, too:

Sample Postcard

BEFORE: This postcard has the basics—for a business card. But it’s supposed to grab attention as an advertisement, and it doesn’t.

AFTER: This approach catches your eye with the cartoon, the contrasting panels and the proposition.

Sample Flier

1. Keep it simple. Don’t try to reinvent the wheel. Catalogs look the way they do for a reason. Almost every format you can imagine has been tested numerous times, and those you see most often are the most effective. Choose one of the most common catalog sizes.

2. Borrow from the best. The surest way to plot your catalog layout is to study other catalogs—at least 20 or 30. You’ll then have a collection of the best ideas from the best designers and copywriters money can buy. Study the catalogs, and note any useful ideas.

3. Choose a production route. With the abundance of high-quality desktop publishing programs, chances are you can easily create your own camera-ready catalog design. Microsoft Publisher, for example, includes a design “wizard” that shows you how to easily lay out your catalog pages. The real challenge is to create hard-working copy that’s professional, clean and motivates customers to purchase the featured products. If you’re up to the task, you can save considerable production costs by completing this step on your own. If not, you should look for a professional design team that’s experienced in catalog production. Or, you may want to hire a copywriter to review your initial efforts and improve them before having a catalog printed. After all, with the cost of printing, postage and rental lists, sending a poorly produced piece is a costly mistake.

4. Find the perfect printer. Shop around—you’ll be amazed at the range of prices printers will quote you for the same job. If you live in a small town, call large printers in nearby metropolitan areas since they often offer substantial savings and give quotes over the phone. And don’t overlook the internet when it comes to shopping for the best printer. Some of the country’s largest printers have made it easy to order online, and this is where you may find the most attractive pricing. You can e-mail them your artwork or send it on a CD. It’s a good idea to get at least three bids on any print job you plan to run, and get six or more on a big one.

WARNING

Don’t launch a direct-mail campaign (especially a catalog) until you’re sure you can handle the orders you might receive. If fulfillment systems aren’t in place and orders don’t get sent out, you’ll lose credibility—and future business.

GIFTS THAT KEEP ON GIVING

Do you offer customers gift certificates? Many entrepreneurs don’t, not realizing how this can boost sales. Here are some suggestions to make the most of this sales tool and also prevent fraud:

• Don’t buy generic gift certificates from stationery or office supply stores. These can easily be duplicated. Invest in custom-designed certificates.

• Avoid cash refunds. State on the certificate that if more than $5 in change is due, it will be issued in the form of another gift certificate.

• Keep a log. Record the number, date of sale and dollar amount of each gift certificate sold. Be sure to note when the certificate is redeemed.

• Use security features like an embossed logo or watermark to prevent photocopying.

Properly used, certificates are like money in the bank for your business since customers often don’t redeem them until months after they’re purchased.

The printers will want to know the physical dimensions of your catalog, whether it will be in four-color, the number of pages to be printed, the kind of paper you want, and the number of catalogs you plan to order. The more catalogs you print, the cheaper your cost per unit. In addition to the catalogs you mail out, you need to include a fresh catalog with each order shipped, give away catalogs to customers or at events, and have extras to send when someone expresses interest—so print a generous quantity.

5. Put it all together. You can spend tens of thousands of dollars on a mail order catalog—but if you do as much as you can yourself, you won’t have to. Today’s technology—from digital cameras to simple desktop publishing programs—makes catalog production and layout simpler than ever.

Of course, the real key to catalog success doesn’t lie exclusively in technology—it’s understanding your customers. Show them why they should buy from you and no one else. Target them with the right mailing lists. And remember, the more you do yourself, the more you save.

Need more help? The Direct Marketing Association can refer you to catalog consultants in your area.

DIRECT HITS

Try these attention-getting direct-mail ideas to power up your business:

• Reactivation voucher. Mail a $20 no-strings-attached voucher to any customer you haven’t seen in six months or longer. Few can turn it down ... and even fewer will spend only $20.

• Magalog. If you have a catalog, give it more value by enhancing it with problem-solving editorial content. This creates a combination magazine and catalog.

• We’ve missed you. Send a card to clients you haven’t seen in a year telling them they’re missed. Include a discount coupon.

• Birthday call. Record all customers’ birth dates, and make sure that they get a special call or card from you.

Newsletters

Publishing a company newsletter is a great way to get the word out about your business ... and keep past customers coming back. While many small-business owners have changed from printed newsletters to e-newsletters, which are sent via e-mail, there are still some target audiences, such as seniors, that respond best to old-fashioned snail mail. If your newsletter becomes well-known for valuable content, your readers will spend time with it rather than pitch it into the trash as junk mail.

“The primary benefit of a customer newsletter is keeping your existing customers informed about what you’re doing,” says Elaine Floyd, author of Marketing with Newsletters. Newsletters are also a good way to reach new customers because, if done correctly, they come off as more informative and with less sales hype than most items consumers receive in the mail. In addition to telling readers about your product or service, newsletters inform them about developments in your industry or theirs and share information that affects them. “People might not think they need your product or service,” says Floyd. “Reading an informative newsletter helps convince them they do.”

TIP

Although newsletters give you room for lengthier articles, keep the bulk of your newsletter limited to short pieces, so they are very scannable. You want lots of different items in the hope of providing something interesting to every reader.

The businesses that benefit most from newsletters are those that have to educate customers about the advantages of using their product or service. If you own a candy shop, for example, you might not have enough pertinent information for customers to justify a newsletter. On the other hand, a computer consultant could do a real service by publishing a newsletter about the latest software and hardware.

Your newsletter doesn’t have to be all information. Including a coupon, a special offer or other call to action helps get people to buy. Also, always give upcoming sales or promotions a prominent place in your newsletter. “The promotional aspects of your newsletter should be woven in with the informational,” advises Floyd. If you’re reporting on your industry, talk about your company’s place within the industry. If you’re talking about a trend in the economy—the rising gas prices, let’s say—then tie in the fact that using your company’s service helps customers save money.

PREMIUM PROSPECTS

Whether you call them premiums or advertising specialties, gifts are a marketing tool that works with all demographic groups. Studies show that 40 percent of people remember an advertiser’s name up to six months after receiving a promotional product as a gift.

Premiums carrying your company name, logo or message can be used to generate leads, build name awareness, thank customers, increase store traffic, introduce new products, motivate customers and create an unconscious obligation to buy. Premiums can be used at trade shows, open houses, special events and grand openings and in direct mail.

Classic premiums include T-shirts, baseball caps, jackets, headbands, writing instruments, desk and office accessories, scratch pads and mugs. Mouse pads and high-tech devices, such as USB memory drives, are some of the more recent premiums gaining popularity.

How to make a premium work for you? Research it first. Make sure the item is matched with your target audience. Also make sure the item is good quality. A cheap premium that breaks or doesn’t work in the first place makes a negative impression—just the opposite of what you want.

When choosing a premium, ask five questions:

1. How many people do I want to reach?

2. How much money do I have to spend?

3. What message do I want to print?

4. What gift will be most useful to my prospects?

5. Is this gift unique and desirable? Would I want it?

You can find specialty advertising firms listed in the Yellow Pages. Ask to see their catalogs; compare sample quality and prices.

While the gift is being offered, focus your marketing and advertising efforts on it. There’s no more powerful word in advertising than “free,” so put the power of freebies to work for you.

Floyd recommends using the following formula, which she calls RISE, to be sure your newsletter covers all the bases:

• Recognition. Your newsletter should tell people who you are, what you do and where they can find you. If consumers have to read through two pages of text to find the name of your company, you’re not increasing your name recognition. Use your company logo on the newsletter.

• Image. Your newsletter is an important branding tool that can enhance your company’s image. If it’s interesting and professional-looking, customers will think well of your business. If it’s not, they may doubt your credibility. Floyd says most people can create their own professional-looking newsletter with desktop publishing programs or have it done affordably by a freelancer.

• Specifics. Give your readers specific reasons why they should choose your product or service. Vague assertions like “We’re the best” don’t work nearly as well as matter-of-fact details about exactly what you can do for them.

• Enactment. Make the reader take action—whether by picking up the phone, mailing in a reply card or coming down to your store.

Strapped for things to write about—or don’t have time to write it yourself? Try asking your industry trade association for news services that provide copy in return for a monthly subscription fee. This also ensures the articles are professionally written.

PACKAGE DEAL

While direct mail can mean everything from a postcard to a catalog, many business owners get the best response from sending out a direct-mail “package.” In addition to the sales letter and brochure (see the “Sales Letters” and “Brochures” sections earlier in this chapter), this typically includes three other elements:

1. The outside envelope. There are two schools of thought on this. One school swears that “teaser” copy on the envelope can get recipients to open it. On the other hand, some people throw away anything that looks like junk mail. The opposite strategy is to trick readers into opening your mail by sending direct mail that looks like personal letters. Software programs can print addresses so they look like handwriting. Put only your address, not your company name, on the return address to arouse the recipient’s curiosity.

2. A response form. The form should be easy to fill out. Be sure to include your phone number in case the prospect wants to ask a question or order by phone.

3. A reply envelope. Enclosing postage-paid reply envelopes helps get orders. Even if you can’t afford postage-paid envelopes, include a pre-addressed reply envelope. If the prospect has to put the mailing down and search for an envelope, they may have second thoughts.

If you can’t find a news service, use a clippings service to get story ideas. Though clippings from other publications can’t be reprinted without the writer’s permission, they can give you ideas for articles of your own and keep you updated on hot industry topics.

Tap clients for copy by featuring a “Client of the Month,” showing how your product or service solved a problem they were facing. Or you can team with related businesses; for example, an interior designer could have guest columns written by florists or furniture store owners.

Easy ways to get clients to contribute? Conduct a survey—and print the results. Start a “Letters to the Editor” column. Add a “Q&A” column, where customers can pose their problems and other customers can write in with solutions.

e-FYI

Some things never change—and your direct mail can benefit from lessons of the past. At the National Mail Order Association’s site (nmoa.org), you’ll find all sorts of information, but don’t miss the exhibits in the site’s “Museum” section, including award-winning direct marketing letters from 1942.

Keep your writing style simple, and make sure you get help proofreading if your skills aren’t up to snuff. A newsletter full of typos or grammatical errors shows clients you’re a careless amateur.

Newsletters can be monthly, semimonthly or quarterly, depending on what your budget is, how much time you have and how fast-paced your industry is. Quarterly publications are generally sufficient to get your name in front of customers; then increase frequency if needed. The key is to be consistent, so don’t take on more than you can handle.

Renting a mailing list isn’t generally a good idea for newsletters, says Floyd. “Your newsletter will be better received if the reader knows about you or needs your product,” she says. Floyd recommends sending newsletters only to current customers, qualified leads and referrals. When someone gives you a business card, send him or her a newsletter. Then you or a salesperson can call the person later, using the newsletter as a starting point to ask about products or services they might need.