Utilizing your best hidden asset to increase sales

By Marty Marsh

You probably already possess one of the most valuable and powerful assets you 
can possibly own. But if you're like most business people you probably aren't 
using it to its full potential: your mailing list. (You do have one, don't you?)

Using your mailing list is a surefire way to get repeat business and to bring in new 
customers. Don't worry if your list isn't in a usable form yet. You may be further 
along than you realize and using these 6 tips will make the task easier:

1.	Determine what information you already have. You probably already have 
more mailing data than you realize. Go through invoices, sales records, 
business cards or attendee lists from networking events and put all the info in 
one place.

2.	Gather more names and addresses. Also, cull from membership lists from 
your local chamber of commerce or other networking group. You can also buy 
or rent lists of people who have bought similar products and services.

3.	Give something away to say thanks. Customers, eager to win a prize, gladly 
provide their mailing information. Have a form handy for customers to fill 
out. One candle retailer holds a drawing for a popular product every month. 

4.	Keep track with a database. A contact database makes it easy to access info 
and create mailing labels. Include any pertinent additional information such as 
birthdays or anniversaries. A bed and breakfast might use anniversaries as an 
opportunity to send a greeting card and an invitation to come back to the inn 
to celebrate. 

5.	Brainstorm ideas for using your list. There are hundreds of ways to stay in 
touch: newsletters, postcards, coupons, flyers, email and more.

6.	Use your list. Keeping your name fresh in your customer's mind is essential 
to cutting through advertising clutter. Mail something to your list at least once 
each quarter or more often if your budget allows.