Strategies

Ideas For Letter Text

Letters are formal, or personal.  In either case, they convey an  important message, from you, directly to the client. Your business  will be more successful with the personal touch.  Your clients will  be quite responsive to your professional activities.

When you  create letters, be brief, positive, and to the point.  Take time to  use a dictionary, and check the spelling of every word that could  possibly be misspelled.  You will only need to enter the text one  time, so this is not a significant expenditure of time.

When you send letters, do not include junky flyers.  Use a good  quality of paper, perhaps with a nicely printed letterhead, and send  them in nice quality envelopes.  A print shop can supply you with  good stock, at reasonable prices.  Be sure that your printer has a good ribbon, and makes clean images.  You might even want to invest in a Daisy Wheel printer to do your  letters.  Although painfully slow, the quality is identical to the  finest typewriters, and an old used one might be found at a computer  swap meet for a very small investment.  These use carbon ribbons  that leave a beautiful image.

Letters with handwritten names, and addresses, are more likely to be  read than those with labels.  If you do use labels, obtain 'clear'  stock.  These give the impression that the name and address has been  typed directly on the envelope.  If you use an attractive envelope,  and stick a large white label on the front, you lose the whole  effect.

Your letters are your greatest marketing tool.  They are an expense,  but your rate of return should be well worth the cost.  If you do  them well, you will see an immediate increase in clients.  If you send out letters, on the cheapest type of paper, in smudged  envelopes, you will not leave a good impression. Some people may  come in for service, but not as many as when you send a quality presentation.

Ideas For Card Text

Postcards should be brief and to the point.   They are best when  there is something to attract the client's attention, ie. a special.  You should have the front of the card pre-printed with your shop  information.  Graphical artists can be very clever in doing a layout  that says who, and what, you are in a professional manner.

When writing your text, do not be afraid to use "white space".  A  few words - standing out - leave a lasting impression.  A long,  impassioned, plea for the client's return may be far less effective.  It should be your desire to "jog their memory" about the need for a  return visit, not to give them a sales pitch.  If you can get them  to pick up the phone and call, you have succeeded with your job. Then you can review the sales history, and share with them their  vehicle's needs.

Keep your message short - neat - centered - and positive.