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When you are building a business, you have to promote it. Hundreds of books have been written about ways to promote your business, but this article discusses one of them. (These principles may be applied to almost everything else too.) Let's just printed promotional materials that are sent in bulk: brochures, letters, postcards, or anything else.
One theory says that the amount is the most important factor: "It's a numbers game" they say. Another theory argues that the mail with the limited objective, but very expensive, very professional pieces produces a higher return on investment. Other theories fall somewhere in the middle. Thus it's time to see the logic behind them.
Quantity: one thousand pieces of mail will result in a greater response than a hundred pieces.
Quality: mil high quality parts produced a greater response than a thousand pieces of low quality.
The obvious conclusion is that the quantity and quality are factors in the response. Either trapped in the idea that the best way to increase response is to increase the amount missing half the equation, and the costs the company a great deal of money.
The best way to increase response is to increase the quantity and quality. And when you have a limited budget, it is much cheaper to increase the quality of the first, and then increase the amount by which the budget allows. Even if you have a big budget, why send more than a promotional piece that could be better? Do better in the first place, then send more of them.
What else to say? What is of higher quality? Quality is a range of awful impressive. By usually fairly easy to move anything in the direction of the "best", at least a little.
Promotional pieces, unless they are already almost surprisingly, are especially easy to do better. Only correct, or have an experienced proofreader to do so. An astonishing number of emails contain misspellings, grammatical errors, missing words, wrong words, or inconsistencies, which a good proofreader can reach. Like it or not, these flaws reflect on your business. Show, black and white and color, your company is not very important in quality. You may not want to believe, but the reverse apostrophe can cost a sale.
Now the question is, if you have to choose between higher quality and more, how can the election? For example, could use a better printer that costs a little more, but therefore can not afford as much postage. Or maybe the proofreader costs $ 50, which would have gone to shipping.
The response once again responds to logic. The decrease in the amount decreases the response. Increasing quality increases response. So do everything possible to increase quality first, without reducing the quantity. Do things for free, at least, like reading and rereading, searching for errors. Get lots of opinions on the design and drafting. Rewrite if you can do better.
Meanwhile, increasing the quality of the mailing list. Check with a fine tooth comb to ensure that the names and addresses are written correctly (yes it's true: some potential customers to pull a piece of mail if you misspell your name or street name). Every error, again, reflects about your business. Take the names off the list when the mail comes back. The money you save in shipping costs can lose Go to increasing the quality of the mail piece. Or substitution the names of bad with the good.
To summarize, there is no battle of quantity versus quality. Both are necessary, and both deserve your attention. Send more, but better also sent.
About the Author:
Don Dewsnap has spent years studying quality and its principles and applications. Now he has put his knowledge into a readable, useable book: Anyone Can Improve His or Her Life: The Principles of Quality. Learn more about this book at Principles-of-Quality.com .
Article Source: ArticlesBase.com – Quality Versus Quantity in Promotional Materials