Content Creation - Keep It Simple

The biggest challenge will be in generation of content you believe is worth price of postage. The following types of content pieces will get your creative juices flowing…. pretty much write themselves….and are worth reading:

1. Price & Product Postcards - Many of you may dream of being able to instantly contact your customers and tell them whenever you come out with a new product or price point. MOL makes that a snap. Simply write a 5-7 word headline followed by a three- sentence description ending with a phone number or web address for more information.

2. Personal Postcards - Remember your customers birthday, anniversary, graduation or other significant occasion. Be sure and include a brief description of some product you want to highlight…even just a web address.

3. Monthly or Quarterly Newsletter - Most of you would look forward to writing a monthly newsletter with same excitement as having a monthly root canal…..but customer retention benefits and referral business make it a smart business decision. The easy way to do a one or two page newsletter would be to simply include one or more of following:

- Summarize price and product news…simply repeat what you sent out (or should have sent out) on postcards. - Summarize industry headlines related to your business…give your views, or if you don’t have a view simply reprint views of others (with proper attribution of course). - Case Study…write up three paragraphs on a new or existing customer you helped solve a problem…or their experience with one of your products. - Top 10 List….any of you with any experience at all can write a years worth of top 10 lists in a day. How about top 10 benefits of a particular product? How about top 10 reasons to (insert topic)? Or how about top 10 mistakes made by (insert topic)?

Just Ask For Referrals!

If you do nothing else, just send out a monthly postcard asking for referrals. The commitment to a monthly postcard does two separately important things for you. It keeps your contact information in front of your customer and it reminds them on a monthly basis that they have immediate access to a friend in “ABC” business. And of course number one reason you don’t get referrals is you don’t ask for referrals. Well, if you’re too shy to ask in person or on phone, let postcard do talking!

If you haven’t attempted direct mail marketing before because you thought it too costly, too time consuming, or too much work….think again. Things have changed in your favor. The time is right for you to give it a try.