The answer is astonishingly simple. Too simple maybe. But I’ve seen it work over and over again with our customers in every line of business you can imagine.

You have to promote. Your income is governed by size of your customer base and how often and effectively you communicate with those customers.

So raising your income is simply a matter of keeping in touch with your existing customer base, reminding them you are there, offering them goods or services they might be interested in, in such a way that they want to buy more and more often from you. And increasing size of your customer base by finding and contacting potential customers and persuading them to buy your products or services and then adding them to your customer base and keeping in touch with them in same way.

If you have a good service or product and you make sure you service your customers well, you cannot fail to raise your income.

When you send a mailing to your customers or prospective customers you are counting on making considerably more money in new business than you spend on mailing, right? It is obvious that if you were not going to profit from mailing, you wouldn’t send it out.

A little less obvious is that it costs almost same amount of money to send out a very attractive mailing piece with brilliant copy which is more likely to produce a great response rate as it does to send out a boring, poorly designed piece guaranteed only to land rapidly in trash. Why?

The major part of your expenditure is in mailing list and postage. The printing costs are about same for a perfect card as for a mediocre one. All right. So a good design and excellent copy is going to cost a little bit more. But only a little. You send out a postcard mailing to get a response (preferably lots of responses).