on the cost if you were to retain them to handle it for you.
Listen to their ideas and incorporate them where-and if- you
think they would make your brochure better. And, if one of them
does come in with a cost estimate that's lower than your
independent, "do-it-yourself" costs, then think seriously about
assigning the job to them.
This is definitely the most important piece of work that will
ever come out of your office, so be sure it's the best, and
positively indicative of your business. This will be the business
image you project, so make sure it reflects the quality, style
and credibility of your business--your thinking, and your
success.
Your brochure should be on 60 pound coated paper, in at least
two colors and by a professional printer. The end result is the
Z-folded brochure--Z-folded by the printer--with your third class
mailing permit showing on the cover side. This cover side should
be flamboyant and eye-catching. You want your mailing piece to
stand out in a pile of 50 or 60 pieces of other mail received by
the recipient.
When you're ready to mail, simply take a couple of cartons of
your brochures to an addressing shop, have them run your
brochures through their addressing machine, loaded with your
mailing list, bundle them and drop them off at the post office
for you.
This takes us back to the planning on how to compile your
mailing list. I suggest that you begin with Cheshire Cards by
Xerox. You type the name of your addressee on the cards, maintain
these cards in the order of your choice, take your boxes of cards
to the addressing shop whenever you have a mailing, and there's
no further work on your part. The addressing shop loads their
machine with your cards, prints the address on your cards
directly onto your brochures, and gives the cards back to you
when the mailing is completed. A mailing of 100,000 brochures,
via this method--generally could be completed and on its way in
one 8-hour day.
In essence, you'll want to solicit business with a regular
routine of telephone selling, in-person sales calls at the
prospective client's place of business, media advertising and
direct mail efforts. All of these efforts are important and
necessary to the total success of your business--don't try to cut
corners or spare the time or expense needed to make sure you're
operating at full potential in these areas! In addition to these
specific areas, it would be wise for you to attend chamber of
commerce meetings, and join several of your area civic
clubs--you'll meet a great number of business leaders at these
meetings and through their association, you'll gain a great deal
of business--and even help in many of your needs.
Once you're organized and rolling, you can easily expand your
market nationwide with the installation of a toll free telephone
and advertising in business publications. Perhaps you can add to
your primary business with a "mailing shop" of your own--the
rental of mailing lists--specialized temporary help
services--telephone answering services--and even survey work..
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