A person can do business in a small to mid-sized town for years and never realize exactly what the business two blocks down is and what they could provide to that person when needed. Big cities are even worse; a business can get lost in the over-whelming surroundings.
One way to overcome this problem is direct mailing to the businesses in your area. Of course, you have to create a mail-out that truly stands out and says in a brief manner exactly what goods or services your business provides and how you can help their business grow. Determine if a brochure, a letter, or the inexpensive yet quite effective postcard will work best for your business.
Everyone wants to come get something that is free!
Whatever format you choose, you must have a mail-out that truly stands out in the crowd. Graphics are very important! A drawing or a photograph of the business or the business owner adds a personalized touch. Your business logo can add branding. Color schemes should match your business style. If you are a doctor or lawyer, you wouldnt want to advertise using green neon. A party supply firm might, however, do best with green neon.
Also, printed on your mail-out or included in the brochure as an add-in, include a call to action such as a coupon for savings, or, better yet, a free gift for coming in to meet you and learn about your business. Its easy enough to purchase a large quantity of calendars, personalized pens, notepads with your business logo, or something similar that you can easily hand out as gifts for those that come in to speak to you. Everyone wants to come get something that is free!
A great place to begin your mailing list is to go to your local Chamber of Commerce website and find the list of businesses who are members. The list can range from a few hundred to thousands, depending on where you live. Use this as your initial mailing list.
You also have the best free mailing list every created right on your desk, right now. Its known as the Yellow Pages! It comes every year and you might as well put this great resource to work for you. If your goods or services target a key market, just go to the Yellow Pages listings to find a complete list of those businesses. Use the same idea to expand into other markets which your business can serve. No purchasing mailing lists for hundreds of dollars — just open the phone book!
Of course, you will want to take a walk covering several blocks around your business location and meet those potential clients in person. Carry your brochure, letter, or postcard to them personally. Face-to-face marketing is always effective. Let the people know what you can do for their business and begin a bonding process which can lead to future mutually profitable relationships. You may find goods and services you need along the way as well as gather new clients!
