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Wish You Were Here People
don't open junk mail, so send a postcard. All they have to do is turn it
over. |
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Also see these topics: MasterCard BusinessCard® for Small Businesses
Keep business expenses separate from personal expenses. |
Q: How would you suggest we first
introduce our new business to customers--via postcard or letter, for
example-since our service is time--sensitive, new and not driven by repeat
clients?
Name withheld
A: You'll do better with postcards.
We've known for a long time that many people don't open envelopes, but now, due
to anthrax scares, people are even less inclined to open letters from
strangers.
Fortunately, postcards are
less expensive to produce--and you can even create them with your own computer
and printer. Try Microsoft Publisher, which offers various postcard
templates, including some that use postcard stock available from Paper Direct.
An effective postcard
accomplishes several things: It prompts some customers to phone you, and it
inspires others to find out more about your business by logging on to your Web
site (assuming your URL appears on the postcard). At a bare minimum, your
postcard should prompt potential customers to remember something positive about
your business. Effective postcards communicate something important, and some customers even hold on to them for future reference.
Because postcards have a
limited amount of space, having a memorable business name and a logo that
conveys your business are two shortcuts for making a great impression. Most
important, though, you must succinctly state how your product or
service--whether it's cleaning windows or repairing computers--will help the
recipient of the postcard, and why you're the company to do the work.
Paul and Sarah Edwards' most recent book is Changing Directions Without Losing Your Way
. Send them your start-up questions at www.workingfromhome.com or e-mail entmag@entrepreneur.com.