Thinking Inside the Box

I promised myself that the first sentence of this newsletter wouldn’t reference the economy. But I broke that promise. It’s hard to not acknowledge it, right? We feel its grip daily in our lives. And in many businesses, people are scrambling to find new ways - fresh and effective ways - to reach new customers and clients.

But in an economy like this, getting wild and crazy might not be the best for your business. New methods of reaching people are more expensive. They require more time and resources because they are harder to tackle. And so I wanted to use this issue of my newsletter to touch on a few of those things that we can all do cheaply and easily to grow our business.


Postcards

Postcards are great tools for getting a small amount of information out to potential customers. I don’t get them as often in my mail at home, and that’s a good thing for two reasons. First, it means that any postcard you send out is going to be competing with fewer other “voices” in the mail box. And secondly, people will be a little bit less sick of getting them, and may just give your postcard an extra few seconds to win them over.

There are some helpful hints to keep in mind, however, if you want to create a postcard that gets you the best return for your investment. First, be sure to create a card with no “shelf life.” Expiration dates always get cards thrown out. You want to create a card with longevity, so make the topic of the card less about a coming promotion, and more about promoting the unchanging core of your business.

To increase the life-span of your card [from mailbox to trash can] add an element of usefulness. Real Estate agents have been great at this for years, sending out magnetic calendars with their information on it.

Put helpful pieces of information on your postcards, and they just might make it to the fridge!


Business Cards

You more than likely already have business cards, and so you understand how easy they are to carry around and hand to people. Sure, they have limited space, but they are pocket-friendly, and tend to stand out from scraps of paper and spare change. But I bet you haven’t imagined using the business card format to deliver other information, have you?

Create a batch of business cards [2” x 3.5”] with your logo and contact info on one side, and a special promotion on the other side [yes, you can use the other side of the card!]. Not a promotion tied to an expiration date [see previous section], but one that centers around the core of your business. Are you an auto mechanic? Put your normal oil change pricing on the back. Hair stylist? Display your typical rates.

And here’s a crazy idea...ask your customers to hand them out FOR you! If you offer awesome service, I’m sure they’re a fan. They’re liable to take a handful and keep them around for people they know. Ask Hall Family Chiropractic in Danvers...they have gone through nearly 2000 cards in the last year.

You have fans. Give them tools to help you!


Signs and Banners

Do you have a walk-in location? A place where customers and clients come to receive your services? Take advantage of those big windows and hang a banner. They’re a lot cheaper than you’d think, and super versatile.

If you display information about your core services, or even just contact information, in a way that stands out to people who pass by your store/shop/office, they’re a lot more likely to recognize you the next time they see your name/logo/services. And recognition is what we’re shooting for. Repetitive touches, hammering away at them time after time. Eventually, you’re going to be the ONLY person they think of when they hear about your profession.

Ask Joshua Clark from Good Earth Landscaping in Danvers just how helpful it’s been to have signs for the yards he works on. It’s a badge of professionalism, it highlights your work, and helps people remember your name. It’s a win/win, in my book.

Banners and signs can also travel with you to trade shows, fairs, and events that give you space to display your business. And in this economy, getting the most mileage for your investment is really important. Be sure to get sturdy signs [they last longer] and thicker banners [outdoor vs. indoor], and you’ll have great tools for showing off your business.


Caveat

I need to make something clear: these tools are only as good as the design. If you put a small, pixelated image on a sign, it’s going to look poor-quality. If you hand a white banner with black text, you might as well hang a curtain in your window. And postcards with generic, stock photography is 10 times LESS likely to capture a customer’s mind than a custom-designed layout.

Do I say this because I happen to be a graphic designer? Partially, yes. I’d a design snob, or course! But it’s also just plain TRUE. You can stay inside the box with the THINGS you create, but the WAY you create them needs to be extraordinary. Hire a professional designer to help you achieve that.

I’ve got a few openings for new projects in August, but be sure to get in touch soon, as I book quickly. Feel free to use the Contact page on my website, or just respond to this email, and I’ll get back to you promptly.

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