I receive postcards all time. The other day I received a postcard trying to sell me a copy machine. It had tiny, tiny lettering slathered all over front and a large portion of back of card.

It was extremely hard to read, so hard in fact that I threw it away.

Several days later I received a postcard with 32 words on it telling me that I could get complete information on unrestricted long distance telephone service for 5.5 cents a minute with no additional monthly fee by calling 800 number on card.

I did call. I got information, had my questions answered and ordered my long distance service changed. The company who offered me long distance service was using a time tested 2 step selling process:

Step 1. Generate a lead - Get me to call their 800 number. Step 2. Provide requested information - Provided to me on phone by one of their sales representatives, who was able to answer my questions and make me feel confident that I could save quite a bit of money on my long distance bill and that service would be as good or better. What's So Good About 2 Steps?

It is much easier to create interest (a lead) than it is to get a person through an entire buying process (a sale). You aren't getting prospect or existing customer to part with any money just yet.

You can use postcards to inexpensively promote to your target prospects and customers and generate leads (inquiries about your products and services) to then be followed up on and converted to sales.

This 2 step process also helps you to create a list of people who were interested enough in what you offered to contact you.

You can then recontact ones who you didn't complete a sale with when they first inquired, preferably until they do buy from you.

It’s a fact that your customers are your best leads. This means that most likely people to purchase your products and/or services are ones who have paid for them before. It’s also a fact that it costs far less money to keep a customer than it does to go out and get a new one. These are two reasons that using direct mail to keep in touch with your customer database is a must. There are a few principles to follow when marketing to contacts in your company database that can maximize your bottom line.

Rule #1 - Collect all of their information.

It sounds like a no-brainer but you would be surprised. The more information that you have on your customers, more likely it is that you will be able to get in touch with them to let them know about specials or to remind them it’s time for their next service. Also, don’t neglect to ask for your customers' email addresses, most everyone has one and most will give it up pretty easily.

Rule #2 – Don’t treat your customers like prospects.