Hello,

Well, I am finally in marketing mode and am about to start to create my first direct mailing. Now, I was wondering what your thoughts were on sending an introduction letter with a brochure rather than postcards?

I would lean more towards letters for me, just because past experiences as far as job searching have been very positive for me and for the friends I have helped in regards to using a really good cover letter. That is my strength and I think I should play up to that. Of course, the letter is more postage, but perhaps it has more of a personal touch (which is my main selling point).

I am not sure which would be more effective as far as attention grabbing, though. Anyone care to post their experiences with sending either type of direct mailing?

Darlene

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Darlene Victoria Gonzalez
The Voice & Vision Behind Your Business

I sent out postcards last November reminding folks that tax time was coming up. I used my standard "marble" stock w/black ink for the bulk of the text and an "eye-catcher" slogan printed in red. I printed my business card on the back upper-left corner as the return address w/a dotted line and "cut out and keep my business card for future use" printed just under it. I have gotten one client from the mailing (in mid-January), who said he had cut out my card and kept it until he was ready to contact me!

I considered the letter/brochure option but decided that it was not cost effective enough considering you are lucky to get a 1% return from a mailing. The envelope, brochure, and postage would have been approx .60/each set whereas the postcard (4-up per page) cost me .28/each. At less than half the cost, I was able to mail 2x as many pieces for about the same cost.

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Lily Chambers, The Virtual Office Goddess, LLC
Author "How to Do Your Own Small Business Bookkeeping"

I think both are great options to consider but would lean more toward postcards - with the quick pace of business these days there is no certainty that your letter would be opened much less given the attention it deserves. Postcards are nice because the info is already out there and can't be missed - especially if you design it as Lily did with an eye catching color and style.

Then you can save your special luxury, personal touches for welcoming your new clients and save a bit of money in the process.

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Originally Posted by Tess

I think both are great options to consider but would lean more toward postcards - with the quick pace of business these days there is no certainty that your letter would be opened much less given the attention it deserves. Postcards are nice because the info is already out there and can't be missed - especially if you design it as Lily did with an eye catching color and style. Then you can save your special luxury, personal touches for welcoming your new clients and save a bit of money in the process.

I agree 100%.

I personally don't like direct mailings but its a standard way to do traditional marketing albeit expensive. So, having said that, if you are going the direct mailing route I would choose the least expensive method AND I would make it really stand out. AND, if you can offer a trial discount or some other incentive to get them to call you...do it.

Who is your target market Darlene? Do they have an association or club meeting or something you could speak at. A captive audience would be another great way to enlighten them about your services. But, that has nothing to do with direct mailing and that's what your question was about. Sorry. I got sidelined.

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Shari Sultana
Online Business Manager (marketing for retail ecommerce)

If you are going to go the letter route, put something inside the envelope to make sure that they open it I always open those bulky envelopes to see what kind of freebie I am getting!

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Dawn Riley
A Virtual Assistant in Paradise
Our business is about making yours better

Hello!

Thank you for the responses so far. After reading the responses and plugging some numbers into the calculator I have decided to send post-cards and to Home Improvement contractors only. I have been joining forums and networks for non-profits, I will continue to volunteer and go that route for marketing to the non-profit sector.

I have been busy submitting my press release to various places today too! I decided to bite the bullet (I was dragging my feet on this one...I get a little scared sometimes). Over the next few days I am going to submit it to my local newspapers too. Now that really freaks me out!

Thanks again everyone!

Darlene

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Darlene Victoria Gonzalez
The Voice & Vision Behind Your Business

Well aren't you the busy one Darlene! WTG, keep it up!

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Dawn Riley
A Virtual Assistant in Paradise
Our business is about making yours better

That's the spirit Darlene! You can do it!!

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Shari Sultana
Online Business Manager (marketing for retail ecommerce)

WOW!! You're really on your way aren't you!?! In my experience of public service, (that is.... Real Estate), mass mailings are almost always the least effective marketing, (unfortunately).... So, having said that, the least expensive way is probably the best. I think the brochure idea is a great one! Perhaps you could create a "portfolio" and go to local businesses, and present this to them in person, along with additional business cards..... I understand what you're talking about on the press release, but sounds like you've got the right attitude! I'm sure it will be great!
Thanks!

Terri

It may be important to note here that it also matters who you are sending them to and how you choose to follow-up. My first mailing was a complete disaster. Not because I spent too much and got not response but because I didn't call ahead and confirm that those people were still where the internet said they were. I sent 30 letters/brochures and 19 came back undeliverable. My bad! Lesson learned.

Follow up is also important. Call ahead and target your mailing to the person responsible for the decision to use your services and then call a few days after the arrival of your mailing.