You may have noticed I teach a workshop (or two) each month (except November and December). I, of course, have a feedback sheet that I passed out with the class handouts and each and every workshop I neglected to mention it and ask my participants to fill it out. (Maybe I did it once, but I doubt it.)

After about a year of never getting structured feedback from my classes my brain turned on and I had the good sense to the send a thank you email to my attendees and inserted the feedback questions with a request that they respond with the answers.

The first two came back pretty much, "It was great and I learned what I wanted." The third one was completely different and it is a perfect example of why it is important to give honest feedback especially when you are disappointed with the result.

With this student we did not find an easy way to solve one of her particular issues in the class and the topic was left at that. When she sent me the feedback a week later she mentioned disappointment that her problem had not been solved in a way that simplified her process.

This was not an attack on me as a teacher; it was honest feedback and that is how I took it. Now what was I going to do about this problem? I do not want anyone to walk away disappointed from my workshops, so as soon as I read her comment I searched for another solution. AND I found one.

When she implements the new solution and it saves her time, I expect she will think good thoughts about me and that will make her more likely to recommend me. If she had not sent me that feedback I would not have learned new options that will benefit future clients and she would not have a convenient solution.

If you are not currently asking for feedback in your business look for ways to start. Be sure to act upon the negative comments if you can. I may not have found a solution to her problem, but I think she would have still felt a little better even if I had come back to her and said, "I tried X, Y and Z and still can not make it work."

When asked for feedback be as honest as possible. If it was great, let them know. If the product or service lacked something and several people are saying it, changes are likely to be made.

Until next time…

Have a great day,
Susanne

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Have you ever considered using direct mail as part of your advertising? You may be thinking, “Direct Mail? I am pretty sure that is really expensive and not very effective. Why should I even try it?” You should try it because targeted direct mail can help you get your message seen more reliably than most online advertising options.

People love to get snail mail because they can touch it and because they are not bombarded with it every day. I get five or less pieces of mail on most any day; I get at least 100 emails every day and I never read my Facebook feed anymore. Where are you more likely to get my attention?

Today I am specifically addressing mailing tips. I will give you content tips in a future post.

Do not run direct mail campaigns 60 days before an election. Every other October those five pieces of mail I get each day swell to at least 20 and I am so annoyed by all the political messages almost every piece of mail gets tossed with a very minimal glance. So much for standing out.

Use a postcard. Postcards are less expensive to mail than standard letters and they do not need to be opened. Never underestimate the importance of making your message impossible not to see. I get postcards and enveloped mail from CenturyLink; the envelopes get trashed unopened and the postcards get read first. (I still trash them because I do not want their television service.)

Use a stamp. If I do not recognize the return information on an envelope and there is not a physical stamp on it, I immediately think, “junk mail”. Feel free to use your office postage meter for correspondence to your established clients, but take the time to woo new clients with a real stamp.

Address your envelope/postcard by hand. I know it is more efficient to print, peel and stick labels and depending on the scale of your mailings it may be the only option. However, if you (or an assistant) can take the time to send a hand-written piece through the mail it is more likely to be noticed and opened. Postcard mailing services can use a font that looks like hand writing when they print/mail your cards.

Put a note on the outside of your envelope. Give me a reason to open your envelope. “Invitation enclosed.” “Here are your free tickets.” A quick description telling me why I want what is inside will lessen the chance your piece will be tossed unopened.

Use an exciting envelope. Most mail comes in a standard white #10 envelope. Use your branded colors and send me a green, blue or purple envelope. Add your photo or another awesome image somewhere on the envelope.

Visit your library. Many libraries have subscriptions to list services. Check to see if your local library has a business librarian who can show you how to use these services to create targeted lists such as newlyweds, home buyers, antique car owners or whatever criteria fits your potential customers. You can generally get a certain number of leads for free with your library card.

Experiment with these tips and use tracking to determine what converts best for you.


Until next time…

Have a great day,
Susanne


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