Use Self-Mailers to Boost Your Visibility

Looking to target prospects with confident, eye-catching designs?

Consider a self-mailer that you send through the U.S. Postal Service’s EDDM (Every Door Direct Mail) program. This cost-effective marketing solution helps you target individual zip codes or carrier routes for a significantly reduced cost.

What is a Self-Mailer?

A self-mailer is something that can be mailed without an envelope, including anything from a simple postcard to an elaborate booklet.

Self-mailers are a great medium for stunning photos and eye-catching graphics. While e-mail inboxes are currently overflowing, physical mailboxes are not. A splashy, bold design holds great potential to be seen and shared!

A superb self-mailer can have several advantages over envelope mailings:

1. Self-mailers cost less.

Self-mailers are simple: often, they have just one sheet of paper (no need to stuff envelopes or match the contents of your letter with its packaging). Postage can be cheaper for a self-mailer, especially when you use postcards or fold-over flyers.

2. Self-mailers are more likely to be seen, remembered, or shared.

While envelope mailings are typically opened and read by just one person, self-mailers are often passed along to others or laid in visible places like the kitchen counter. Coupons or event invitations are placed on the fridge or in strategic visible locations. The bold graphics and easy accessibility of self-mailers can help people remember your message long after it’s been sent.

3. Self-mailers help you connect with loyal customers.

Whether you’re promoting an event or sending product notifications, targeting previous customers can dramatically increase response rates. Self-mailers send a personal message in a vibrant, practical package.

Where the Rubber Meets the Road

Self-mailers can be used as postcards offering discounts on home maintenance and repairs, as fold-over letters from community leaders, as fundraising pieces from non-profits, as brochures and pamphlets, or even for product inventory catalogs.

These flexible products bring a clean design, a clear message, and concrete results. Looking for EDDM tips or for full graphic design services for your mailer? We’ve got years of experience and we’re just a phone call away. Give us a call today!

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True Empathy Can Win the Day

A farmer had a litter of puppies for sale. As he was driving the last nail into his advertising yard sign, he felt a tug at his overalls. “Mister,” said a boy at his feet, “I want to buy a puppy.”

“Well,” said the farmer, “These puppies come from fine parents and cost lots of money. How much do you have?”

The boy dropped his head momentarily, then drew several coins from his pocket. “I don’t have much, but is this enough to take a look?”

The farmer paused reluctantly but before he could answer three puppies rolled out of the doghouse. One tiny, awkward pup hobbled behind. The boy’s eyes lit up. “I want that one,” he exclaimed, pointing to the runt. The man shook his head solemnly. “Son, that puppy will never be able to run and play like the others.”

The boy rolled up his trousers to reveal a steel brace running down both sides of one leg. “I do want that puppy. I don’t run too well myself, and he’ll need someone who understands him.”

That day the boy won the puppy because he moved the farmer’s heart. Why? Because empathy impacts people. Researchers define empathy as the ability to sense other people’s emotions and to imagine how they might be thinking or feeling. Empathy is essential to human interactions because it allows us to connect in authentic ways and to offer helpful words, comfort, or assistance. Empathy is essential in every human interaction but is especially significant for those in customer service.

Empathy Begins with Real Listening

Would you like to be more successful in minimizing difficult situations or by helping customers overcome their hesitations as you’re trying to make a sale?

All empathy begins with real listening. As you listen with empathy, ask questions like:

  • “How is this situation affecting you?”
  • “Can you tell me more about _____?”
  • “What do you think would be your ideal outcome here?”

As a person processes, take care not to interrupt. While you may not be equipped to address their concerns, asking empathetic questions can shift your focus to listen more effectively, opening new lines of communication and diffusing tension so everyone can move forward.

Empathy involves reflective listening, using phrases that demonstrate your understanding. Phrases that show customers you are taking customers seriously might include:

  • “I can understand how frustrating it is when . . .”
  • “I see this is very complicated/upsetting.”
  • “I’m sorry to hear that and I’ll do my best to help.”

Pair Compassion with Action

As you communicate compassion, be ready to follow your words with action.

Take ownership of a situation by following up immediately, by referring it to a superior, or by positively addressing both the person and the problem. Phrases like, “ok, we can fix this,” or “let’s get this sorted out right away,” will reassure customers you’re taking ownership of the problem.

Action-based empathy also means thinking outside the box for large-scale change. Erin Henkel, portfolio director at the IDEO global design and innovation company, says often positive innovation begins with empathy:

“Effective companies need employees who constantly imagine themselves in the customer’s shoes. As they make the customer’s problems their own, they are better able to meet expectations, make necessary changes, and to retain customer loyalty for another day.”

Being able to put yourself in someone else’s shoes is a hallmark of intelligent leadership and of excellent teamwork. Work hard to grow empathy and you will open new lines of communication, create greater understanding, and help everyone achieve common goals.

7 Gifts that Delight (But Won’t Break the Bank)

Tis the season to be gifting!

What is a gift? A gift is not comprised merely of what is given, but of the thoughtfulness or care that is behind it. A gift is appreciation on wheels.

December is a great time to show your appreciation. Whether it’s seasonal incentives, end of the year bonuses, or a just a friendly reminder that you care, here are seven unique (but inexpensive) gifts that your customers or employees will love:

Favorite Flavors

If you have a small staff or a handful of VIP clients, dig up info on the hobby or flavor of their choice (coffee, chocolate, classical guitar) and personalize a basket to their delight.

Or if you know your friends enjoy golf, assemble a kit including items like towels, ball markers, balls, and tees. Use a stylish bag that can clip easily onto their golf bag. Or assemble a sports tote full of goodies featuring a college or professional team of their choice.

Touchscreen Gloves

Gloves are both a necessity and a perk, especially in the touchscreen generation.

Cold weather commutes can be significantly brightened by cozy, oh-so-convenient touchscreen gloves. Your friends can text, browse online, or shuffle music while enjoying this thoughtful gift.

Cord Organizer

Nothing is more frustrating than a stuck zipper. Or a knotted shoe.

Scratch that: nothing is worse than tangled earbuds that take forever to unwind! A branded cord organizer can keep their earbuds (and their sanity!) intact. Choose from a range of colors or upgrade with a set of customized earbuds as well.

Charity of Choice

They say people won’t care how much you know until they know how much you care.

Offer a gift that’s close to their heart! Ask what your client’s most cherished organization or non-profit is, and make a financial gift to this organization on their behalf.

Portable Power Bank

Today’s generation is on the run constantly.

Portable power banks allow users to store electrical energy and use it later, charging almost any USB connectable device (cameras, phones, portable speakers, tablets, and more). Great for airports, commuting, or hours “off the grid,” power banks are truly a gift that keeps on giving!

Bubble Umbrellas

Whether you walk to work or enjoy singing in the rain, bubble umbrellas are just plain fun!

Give a unique umbrella to protect your friends from rain and wind, covering their face but allowing them to see clearly as they stroll.

Coupon of the Month Club

Want to offer a unique twist this year?

Buy 12 gift card sleeves and label them with the months of the year. Whether you print custom coupons for your business or purchase a variety of gift cards from the community, there is no end to your creative options.

If you are gifting employees, consider paring coffee or restaurant gift cards with workday incentives (i.e. redeem for a half day off work one Friday this month, enjoy in-office chair massages on a staff reward day of the boss’s choice). Recipients can decide whether they’ll open all 12 envelopes immediately or enjoy a surprise per month in 2019.

Keys for Change: Small Businesses Making a Big Impact (Part 2)

Connor’s Collision Center of Richmond, Virginia, was looking for a way to build a charitable culture in their business, so they launched the “Recycled Rides” program and began donating rehabbed vehicles to individuals nominated by the community.

In part 1 of this series, we explored the story of one changed life (Georgette Carter) and the way businesses are strengthened through innovative corporate giving.

What about your business?

Maybe you can’t rehab cars, but every company can give back in some way! That starts with a desire to grow in generosity and a plan to carry that out. Unfortunately, some business owners pull back from giving because they find themselves strained by the number of needs or a plethora of last-minute requests. To grow in giving, they need a narrowed support focus to help them move ahead.

Identify Brand-Extending Areas of Support

Smaller companies may find it helpful to develop target giving priorities that relate to their mission or their brand.

These funding priorities can be publicized through an application process which sifts out casual candidates and allows employees managing requests to process them in a scheduled, thoughtful manner. As you narrow your giving focus (i.e. schools, sustainable community solutions), key in on priorities that are close at heart and well-suited for both your brand and your community.

Greg O’Neill, co-owner of four Pastoral Artisan Cheese, Bread & Wine shops in Chicago, said this strategic giving shift was key for their company:

“Small businesses get inundated [with requests] and it’s really hard to say no. We’re a bulls-eye for anyone and everyone looking for donation, sponsorship, philanthropy and giving of any kind. A lot of businesses say yes, yes, yes and give until it hurts.”

O’Neill’s team implemented an application process, identified sustainable agriculture and feeding programs as a funding priority, and scheduled key deadlines for recipients. As a result, the number of requests declined and the number of meaningful partnerships increased.

“We tend to do fewer one-off donations now,” O’Neill says, “and instead we create more relationships.”

If your company chooses to donate to causes outside key funding priorities, there are additional strategies to make your contribution stretch farther than the gift itself:

  • Offer coupons for high-dollar products or services that don’t cost much to your company
  • Consider in-kind gifts and allow employees to use workday hours to participate
  • Rather than just giving cash, reach out to your best sales rep. Buy a case of one good item from them and donate it to the event or cause
  • Host a yearly contest where your community or employees can submit nominations for someone needing a hand. Document the results and include them in your newsletter or company Christmas card to spread the holiday cheer!

As you seek to give strategically, here are four questions to consider:

1. What brand extending areas will you support?

2. How can you publicize your giving priorities in a way that structures the giving process and streamlines requests?

3. How can you affirm employees who go the extra mile to give beyond the walls of your office?

4. How can your compassion be print-recognized (i.e. banners or photo murals) to make it a more mutually beneficial partnership?

Your charitable efforts may be humble, but they are unique to you and they make a tangible difference in your community. While generosity begins in the heart, often innovative community support begins with your business!