MAILWAYS
A free newsletter offering direct mail marketing tips from
Bi-County Mailing & American Mail Communications
July 2009
Copyright © 2009
888-MAIL-888
IN THIS ISSUE
- Writing Tips
- Do Not Mail Legislation
- Cut Time Wasters
- Don't Get Scared, Get Smart
- Press Box
- Our Favorite Charities
- How Are We Doing?
- Hold That Thought
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HOLD THAT THOUGHT...
Nobody grows old by merely living a number of years. People grow old by deserting their ideals…You are as young as your faith, as old as your doubt; as young as your self-confidence, as old as your fear; as young as your hope, as old as your despair.
Gen. Douglas MacArthur
Selected by Long Island Business News readers as..
10 Winning
Writing Tips
- Learn everything you can about your topic before you write a word.
- Decide on - and target - your audience.
- Write to prospects and clients, not yourself.
- Keep your message simple.
- Use expressive and meaningful words/phrases that make the mouth water and your heart beat faster.
- Don’t try to be funny. Selling is serious business — it separates people from their money.
- Make specific statements about your product/service. Don't simply claim it's "the best." In the long run, this will save you time and money.
- Prove your points by providing examples of success or testimonials.
- Tell your story, make your point and quit.
- Give your reader a good reason (15% discount) and easy way (800 number) to contact you NOW.
DO NOT MAIL Legislation
Will Hurt
Once again, several state legislatures have proposed DO NOT MAIL legislation aimed at curtailing advertising mail.
“A DO NOT MAIL registry would have devastating consequences for every home, community, business that relies upon our Postal Service," said US Senator Susan Collins.
In today’s fiscal climate, reigning in the direct mail industry would seriously affect the 3.5 million Americans who have jobs directly or indirectly supported by advertising mail. The direct mail marketing industry generates $686 billion in sales; 300,000 businesses use direct mail to reach potential customers.
DO NOT MAIL legislation would cost the US Postal Service between $4 - $10 billion annually. This lost revenue would most likely be made up through increased postage rates and service cutbacks that would affect every one of us.
While You're Cutting,
Cut Timewasters
While you’re concentrating on cutting expenses, don’t forget to cut time-wasting activities and focus your energy on positioning your company for future growth and prosperity. Here are some tips:
- Stop going to networking events out of habit. Focus on attending only those that offer great contacts or ideal prospects. Don’t be afraid to be the only one in your industry at the event. It will help you stand out.
- Meet business colleagues “for coffee” only if you can truly learn something that will add value to your business.
- Use Web 2.0 social media wisely and be realistic about your objectives. Don’t waste time twittering about your visit to the hairdresser.
- Spend more time on cultivating high-quality clients who know what you can do for them and value the results you produce.
More Tips on Weathering
the Economic Storm
Here are four simple steps to help your business make it through these difficult times.
1) Go back to doing what you did when you first got started: Call on prospects, pay attention to the customers you have, pick up the phone and make those calls.
2) Don’t be a frightened sheep and simply follow your competitors when they slash prices and cut marketing activities. Send a beautiful postcard to remind clients that you have a wonderful website. (According to a recent Pitney Bowes survey, 78% of respondents preferred receiving promotional materials via mail, and 63% preferred email.) So, you really have nothing to lose by using both media.
3) Help your customers save money and get value by continuing to provide quality products/service and helping them find cost-effective ways of doing business with you.
4) Don’t do nothing. Continue paying attention to and anticipating your customers’ needs through personalized service. Doing nothing will get you nothing.
Our mission is to make your use of direct mail correct, efficient, effective and as hassle-free as possible. In every way possible, we will operate as an extension of your company or organization
with your needs and goals as our paramount responsibility.