Go for the “Wow!”
Want to stand out in the crowded market place? Mail something. Not email, not voice mail, not texting, good old fashioned mail. The kind of mail that requires you to put a stamp on it. The kind that you hold in your hands when it arrives. The kind that makes you think “Wow, I wonder what this is?”
Don’t get me wrong, I love email. It’s cheap, it’s easy and it gets there fast. It’s also gone is a nano second. When you are trying to develop a relationship with a prospective client, email is unimpressive. I get emails from people I have never met and I think “You don’t know me. This is the best you’ve got?” Or more often “Yah right, your father was an Iraqi gem dealer who needs MY help.” Email is a great way to stay in touch but it is a hard way to get your foot in the door.
Snail Mail is a great way to stand out from the crowd and it is getting better all the time. Who doesn’t love a letter? Hand addressed with something interesting inside. It’s a treat. Okay, okay I specialize in catalogs so what’s up this hand addressed letter and card stuff? Your best customers will LOVE it. Send a thank you note. Send a special gift card with a little something extra just for them. Make the envelope interesting, throw in a teaser, add color or confetti.
Take a few moments and think about what you could mail your customers so that as they stand in their doorway, flipping through their mail, they pull your letter from the stack and think “Wow, I wonder what this is?”
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The Catalog Blog covers opinions and information on all things catalog. Have something to add? Leave a comment below. Catalog University is devoted to helping you get ahead in the fun and fascinating world of catalogs. If you want even more information about cataloging, including FREE Pub Talks, be sure to sign up for the Cat-U mailing list. We will never share your name with 3rd parties.Sarah Fletcher
Catalog Design Studios Inc.