Expert: Sean Trapani - 3/6/2004

Question
Hi,
I plan to start merketing my web services- what is best appraoch postcard or brochure or flier? I am unsure of what piece to start out with or what order to use pieces.

Also, "I have a slogan of great design can make business blossom" with a elegant picture of a blooming flower in the background.
Does this slogan sound good or too bland?

Thanks for any assistance!

Answer
Nisa,

If you've decided that direct mail is the way to go, I  suggest that you start with the cheapest piece first. That would be a postcard. You can mail up to a 12 x 6 postcard, I believe, (for US postage, that is) to retain a discounted rate. Keep your postcard short and sweet. If possible, include a time-sensitive offer (like a discount on the first service, etc.).

I wouldn't go crazy with an expensive piece to start out with. Chances are, it's just going to wind up in the trash can. Research shows that it generally takes about three mailings to have people stop throwing your piece away and actually read it. Save your brochure for follow-up mailings after someone has already called you for more information - or you have made contact with them via telephone and they give you permission to send them more information.

As far as your slogan - my personal advice is to avoid the clever. Your slogan is nice, but it doesn't say much about your business. It's a slogan for everyone in your category of business. What's unique about YOU? Why are you a better choice than your competitor?

Good luck!

P.S. From personal experience, I make the following unsolicited advice - if you're looking for business in your own town, skip the direct mail until you've done a lot of networking at your local chamber of commerce and other business person events.