I had a book signing on Saturday
and I achieved better than
the industry standard 2%
on my direct mail drop.
How?
It was a local mailing so…
I made a local flyer.
I told recipients
we’d probably already met
while shopping at the local grocery store
(which I named)
or waiting for the local bus
(again named).
I hand wrote a cheery hi! on the fold
(in orange pen).
If you’re going to be a local business,
BE a local business.
Use this advantage.
BTW…
the money management firm
where I held the signing
was envious of my folksy flyer.
They may claim to be a local business
but their franchisor
prohibits adding any local flavor
to their standard marketing.