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10 Mistakes That Reduce Profitability
In my professional experience as a sales and marketing coach/consultant, I've had the opportunity to work with a number of small business owners on various issues related to sales and marketing. The owners who are struggling to keep their...
Attention Small Business Owners: 10 Things You Must Know about Web Design….that your Web Developer won’t tell you!
How do you know you are getting a good deal when you hire a web developer? The only advise that can be given is “Caveat emptor…buyer beware!” Like buying a new car or a used computer everyone is not as honest as they should be and before you begin...
Maintaining Your Motivation
I recently spoke to a group of sales professionals at the end of their training conference. The attendees had participated in many learning sessions over a two day period – most of which were product related. I was scheduled to speak after...
Programmable Signs
LED’s have become a popular medium for signs due to their incredibly beneficial assets. With the power of LED’s, you can have a renewable advertisement that is not limited to a single declaration. When you want to display anything you want at...
The Death of the Loyal Customer
One of my classes in management focused on the repeat customer. The course stressed the importance of the repeat customer to the financial welfare of the business. We spent hours discussing ways to turn “first time” buyers into...
 
Direct Mail - For Small Businesses

We hear a lot of talk about junk mail nowadays. Many people
will tell you that they dump it straight in the trash. But
why do you think so many organisations send out so called
junk mail - because it works!

I dump most of my junk mail just like everyone else, but
every so often I'm attracted and respond to something that
comes through the mail.
Whatever it is, grabs my interest just at the right time.
Sometimes it's a mailing I've seen several times and I've
been slightly interested; however, there comes a time when I
decide to do something about it.

Research has shown that, on average, people need to see an
advertisement seven times before they respond - it's the
same with direct mail.

I'm not looking for a new credit card at present; however
there are thousands of people who are. These people will
respond to a credit card company mailing because they want a
new card with a better interest rate or because their other
card is at its limit or they want to transfer a balance.

It has to be said that the average response rate for direct
mailing is less than 1% and as you'll appreciate, the large
organisations send out millions of direct mailers.
Small to medium sized businesses can have success with
direct mailing by keeping it small, focussed and personal.

Target the right people - You need to have a good mailing
list. The best one you can have is the one you've built
yourself. You build it with all the contacts you make from
your networking and all the enquiry phone calls you receive.
(If anyone contacts your business you need to capture all
their relevant information. Tell them you'll


add them to
your mailing list so that they'll receive all the up to date
information)

Buy or rent a mailing list - There are many reputable
suppliers (and some not so reputable) who'll supply you with
a closely targeted list. If you wanted the names of
Transport Managers in the food industry in your city - then
they can provide it. For consumers, they can supply details
of people by zip or postal code, age group, gender, special
interests etc.
You could probably get the details of female accountants
under thirty, interested in fishing and living in a specific
area of your city or country. (Not sure why you'd want that,
but I'm sure you get the point)

The product or service has to be appealing - It has to have
benefits or problem solving abilities for the person you're
targeting

It must be clear - easy to understand and be believable

There must be a call to action - There are three things that
someone will do with a piece of direct mail - 1. Scan it and
throw it in the trash 2. Put it aside to make a decision
later. (However later never comes or when it does, most mail
will hit the trash) 3. Take action - Phone the free number
or tear off the pre-paid reply coupon or complete the order
form

It's vitally important that your mailing prompts action
immediately.

About the Author

Discover how you can generate more business without having
to cold call!
Alan Fairweather is the author of "How to get More Sales
without Selling" This book is packed with practical things
that you can do to – get customers to come to you .
Click here now
http://www.howtogetmoresales.com

 

United States Small Business Administration
An electronic gateway of procurement information for and about small businesses. Search engine for contracting officers, marketing tool for small firms, ...
www.sba.gov
 
SBA
The Small Business Planner includes information and resources that will help you at any stage of the business lifecycle. ...
www.sba.gov
 
Main Page - SmallBusiness.com - Small Business Resources
Find Small Business plans, advice, tutorials about organization, corporations, entrepreneurship, and smallbusiness.
www.smallbusiness.com
 
Yahoo! Small Business: Domain Names, Web Hosting, E-commerce ...
Yahoo! Small Business provides products and services that enable you to establish and grow your business on the Internet. Services include domain name ...
smallbusiness.yahoo.com
 
Small business advice business start up small business finance ...
business start up small business finance start up advice.
www.smallbusiness.co.uk
 
Smallbusiness.gov.au redirect to business.gov.au
Business Entry Point - Helping small business in big ways. An Australian Government initiative. The content from this website has now been consolidated into ...
www.smallbusiness.gov.au
 
Business & Small Business
Online and print small business publication. Information to help start, grow or manage a small business.
www.entrepreneur.com
 
Microsoft Small Business Center
Your home for information about Microsoft's small-business products and services, tailored business advice, technology tools, and more.
www.microsoft.com
 
The Small Business Advisor - advice for starting and operating a ...
Advice and assistance for starting and operating a small or home based business.
www.isquare.com
 
SCORE "Counselors to America's Small Business"
A nonprofit association dedicated to encouraging the formation, growth, and success of small business nationwide through counseling and mentor programs.
www.score.org
 
Small Business and Self-Employed One-Stop Resource
IR-2006-2, January 3, 2006 - Temporary and proposed regulations will significantly reduce tax filing burden for nearly 950000 small business owners. ...
www.irs.gov
 
Welcome to Small Business BC your business resource in British ...
BC Business Services offers assistance and resources for those running or starting a business in British Columbia and Vancouver.
www.smallbusinessbc.ca
 
Small Business Service | Home
Provides information and advice to help small businesses realise their potential.
www.sbs.gov.uk
 
NSW Small Business
A site developed by the NSW Department of State and Regional Development for small businesses. Topics include management, resources, current issues and ...
www.smallbiz.nsw.gov.au
 
Business Management & Advice: Small Business Resources & Information
Looking for business management and advice? Our website includes small business resources and information that can help you. Visit the small business ...
www.businessweek.com
 
Small Business Lawyer, Attorney, Law, Legal Help - FindLaw for ...
Information and legal sites relevant to small business.
smallbusiness.findlaw.com
 
Small Business Funding Opportunities (SBIR and STTR)
Links to Small Business Funding Opportunities and SBIR / STTR Applications.
grants.nih.gov
 
Microsoft bCentral Small Business Directory
Directory categorized by industry with company business card feature.
sbd.bcentral.com
 
Our site has moved! Please update your bookmarks!
Facilitates the sharing and exchange of information among small business development centers, the small business administration and other business-oriented ...
sbdcnet.utsa.edu
 
Small Business Development Corporation
Our business information services provides guidance to improve business skills and knowledge on advice on starting, buying, selling and expanding a small ...
www.sbdc.com.au
 
 

 
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