Do Business Well

Types of Media

1. Direct mail. Direct mail can be very effective, though you’ll be fighting hard for attention in a medium that is saturated with highly sophisticated competition. What follows are some general rules for reaching a list of known customers, whether business to business or consumer:

A. Start with the envelope. Print something intriguing on the outside that will make your target curious about the contents. One mass mailer who sends our company at least two or three mailings per week puts “personal and confidential” on the envelope. It’s amazing, but folks are actually more likely to open that envelope first. Continue Reading »

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When you have more time than money, the best way to get more customers into your store is through the kissing cousin to advertising: promotions.

Here are a few very small business types with a suggested promotion for each:

• Dress shop. Fashion show put on by local modeling school.
• Camera shop. Free classes in improving home video production.
• Computer store. Private showing of latest breakthrough.
• Dermatologist. Offer a demonstration in skin care and cosmetics.
• Book retailer. Story time for kids.
• Dry Cleaner. Ten dollars per basket on Mondays.

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This is a brilliant promotion in itself. Whereas unhappy clients never stop telling other people how badly they were treated, happy clients barely murmur, unless it is an amazing case of ‘And they even…!’ If you are going to be talked about, let it be in the latter way.

You can do simple things, too, such as taking care of people’s parcels as a kind gesture and security measure. In New York you have to hand in any bag bigger than a small handbag and, even though it is an anti-theft measure, it allows you to shop hands- free.

Recently, in a well-respected department store, I tried to check in my overnight bag and was advised quite firmly that it was against security regulations. I could not carry the bag and shop at the same time, so I left. In this case ‘they even’ made it seem a criminal offence for me to have asked! I just do not feel like going back, despite having shopped there for many years. Continue Reading »

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