Direct Mail Checklist

Source: AICPA CPA Insider

The following tips are based on an article by Larry Bildstein, CPA, CEO of The Whetstone Group Inc., [email protected].

• The list you use should be consistent with what you define as a good client.
• Determine your desired outcome:
  • Get appointments?
  • Get orders?
  • Increase exposure?
• The mailing piece should be individualized, include a hand stamp, and be personally signed.
• Take into account any seasonal nature of the target industry.
• Send the mailing when you have time to follow up.
• The message should be about the client, not you, i.e., what you can do for the client.
• Distinguish yourself from your competitors. Why should they use you?
• Make the message compelling, i.e., something they feel they must read.
• Telephone follow-up should be done within one week and used to schedule meetings. Meeting should be scheduled within two weeks.
• Schedule meetings only with those who are truly interested. Just getting the prospect to say OK is not enough.
• Set goals—number of telephone contacts, number of appointments, number and dollar value of engagements. Use experience or an outside consultant to help. Prepare an ROI.

For the complete article, click here and read Make Direct Marketing Pay Off in the December 10, 2007, issue.

From AICPA CPA Insider, December 10, 2007, www.CPA2biz.com.

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