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Using a small enough mailing list lets you take a very personal approach. In the Guerrilla Marketing Handbook, Jay Levinson and Seth Godin tell the story of a psychiatrist who was looking to start a new practice in New York City. Knowing that she needed a specialty in the marketplace (a lot of New Yorkers are in therapy, but an awful lot are psychiatrists, too) and having just had a baby herself, she chose to work with new mothers. So she got a list of expectant mothers in her zip code and sent each a hand-addressed note inviting them to a baby shower at her new office. Nearly half the recipients came to the shower, and three signed on as patients. The ultra-targeted and ultra-personal approach is one that can come in handy when selling any high cost service where even one or two clients can cover the cost of your mailing. CEOs, we've noticed, are even more responsive to flattery than expectant mothers.
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