Wish You Were Here People don't open junk mail, so send a postcard. All they have to do is turn it over.
Opinions expressed by BIZ Experiences contributors are their own.
Q: How would yousuggest we first introduce our new business to customers--viapostcard or letter, for example-since our service istime--sensitive, new and not driven by repeat clients?
Name withheld
A: You'll dobetter with postcards. We've known for a long time that manypeople don't open envelopes, but now, due to anthrax scares,people are even less inclined to open letters from strangers.
Fortunately, postcards are less expensive to produce--and youcan even create them with your own computer and printer. TryMicrosoft Publisher, which offers variouspostcard templates, including some that use postcard stockavailable from Paper Direct.
An effective postcard accomplishes several things: It promptssome customers to phone you, and it inspires others to find outmore about your business by logging on to your Web site (assumingyour URL appears on the postcard). At a bare minimum, your postcardshould prompt potential customers to remember something positiveabout your business. Effective postcards communicate somethingimportant, and some customers even hold on to them for futurereference.
Because postcards have a limited amount of space, having amemorable business name and a logo that conveys your business aretwo shortcuts for making a great impression. Most important,though, you must succinctly state how your product orservice--whether it's cleaning windows or repairingcomputers--will help the recipient of the postcard, and whyyou're the company to do the work.
Paul and Sarah Edwards' most recent book is Changing Directions Without Losing Your Way.Send them your start-up questions at www.workingfromhome.com or e-mail entmag@entrepreneur.com.
