PR Enclosures Can Help You Win New Business
Marka mailed letters to 100 hearth prospects, stuffing a copy of Org’s article in each envelope. Each letter ended with “PS—I recently wrote an article—‘Ten Secrets to Longer-burning Hearths’—that appeared in Fire Buyers Monthly. I thought you’d find it interesting, so I’ve enclosed a copy for you.”
As Org predicted, before long Harry picked up the phone and placed an order with FEI. “By the way,” Harry told FEI’s CSR after he’d placed the order, “Ask Org for the name of his photographer. He’s got a great-looking mugshot in that article—looks way better than he does in real life!”
Next week: Marka and Zoot discuss how including low-cost “stuffers” in job invoices can help FEI win more business.
Today’s FIRE! Point
Include reprints of trade articles, press releases, or other public relations pieces in your direct mail campaigns to boost your perception in prospects’ eyes and win new business.
FIRE! In Action: IIRC Uses Low-Cost PR Tactics to Increase Brand Recognition
Using press releases, by-lined articles, and many other inexpensive or free PR tactics, this business improved its brand recognition by 20 percent over 10 months.