If they want to spend time reading about you, they're going to go to your website. Postcards are a popular choice for residential mailings as well. Martin sends a newsletter to his entire database four times a year. I'll talk about painting, how to know if your exterior needs it, explain something about the quality of paint. But then I'll also put in a photo of our new puppy, or add a funny Top 10 list.
People buy from people they like.
If you connect with them on a mental level, the jobs follow, too. Steve Hester is considering a newsletter, too. Part II of this feature, in the next issue, will include more information on discounts and novelties, frequency of mailings, and marketing for repeat customers.