FORUM WORKSHOP
Forum Workshop
After a six-month period, place an ad in your
9
9 second choice publication for the same time period. When you find out which publication is
•
most effective, judging by the sales figures,
S stick with it (or them). Be consistent until years
E have passed and you have so much business
P
T you donʼt want to handle any more. Then run
E an occasional ad so that old customers are reM minded of your existence. Invisibility implies
B nonexistence. You should also build a mailing
E
R list. Every time you sell something, try to get a
name and address. If you use sales contracts
2
0 or hand-written sales receipts, this is easy to
1 do. Another way to build a mailing list is to col4 lect business cards. Have a drawing, for example; put a fishbowl on your counter for cards
and give away something small – an excellent
idea for restaurants. Ednaʼs publishing company has a monthly business card drawing and
a trivia contest. Magazine readers answer
questions based on ads and articles in her
downtown magazine. Prizes are typically donated in exchange for free publicity in the magazine. Classy Ladyʼs Judy Harris uses her
mailing list to announce the arrival of each seasonʼs inventory, and she has found her responses rate is higher from direct mail than any
other form of advertising. But direct mail to a
mailing list only
reaches existing customers.
So donʼt limit
yourself. Put a
“guest register”
and pen on
your counter.
continued..
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