Day 4: Keep a stack of these client-creators nearby
Published: Thu, 05/26/16
Last month, the cost to mail a letter fell for the first time in nearly a century.
The price for a stamp dropped from 49 cents to 47 cents. It was the first postage decrease since July 1919 when the cost fell from 3 cents to 2 cents …
… and only the third price drop since the Civil War.
Surprisingly, the change didn’t get much mention in the marketing world. Goes to show just how much direct mail gets overlooked these days.
The lower costs means you can mail larger quantities without increasing your budget. Of course, this assumes you already use direct mail in your outreach.
If you don’t, let this lower cost serve as an incentive to get going.
You see, I don’t view direct mail as a numbers game (i.e., mail a bunch of letters or postcards and hope a small percentage of prospects respond). Instead, I look at it as an effective way to create stronger connections on a small scale.
Direct mail is great for targeting important decision-makers who can bring big benefits to your business.
So don’t worry about starting small …
I suggest you begin by simply keeping a stack of stamps on your desk. If all you do is use them to consistently mail out thank-you cards to clients or key contacts, you’ll be miles ahead of most businesses.
After all, when was the last time you received a hand-written thank-you note in your mailbox?
Growing up, my mom was a stickler for sending thank-you notes. Sometimes it seemed like my twin brother and I were writing more appreciation letters than a nonprofit after a fundraising campaign.
But the habit stuck -- and I’m grateful for it.
Keep in mind, you don’t have to only mail letters or cards. Include odd items with your mailings to create memorable experiences.
And, remember, make your messages useful.
Tomorrow, I’ll share with you a fun mailing that almost guarantees you’ll never be forgotten.
Talk soon,
Tom
NOTE: This is Day 4 of a 30-day marketing challenge for all my subscribers. These emails are designed to help you fix underperforming campaigns, cut marketing expenses and uncover overlooked profits in your business. Simply pick and choose a few strategies and apply them to your business. (Of course, keep me updated on your progress too.)
And if you’d like to discuss a possible Guaranteed Marketing Profits Program for your business, reply back or pick a time here and let’s chat.