Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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“We’re getting ‘around’ to asking our clients about our performance,”“We believe
improvement can be measured,”“We’re ‘inching’ to improve our service
to you,” or many others. Allow a couple of days for these ideas to simmer before
you finalize them. We usually try to work several into our message.
6. Contact the supplier and be ready with all your questions about turnaround
time, cost, special charges for logo, camera-ready art, and so on.
7. Decide what the card will look like. You may purchase specialty paper or design
your own. Exhibit 5.4 lists specialty-paper catalog companies. You
should get on their mailing lists; their catalogs are great creativity joggers on
their own. If you decide to print your own, the easy way to design it is a full
sheet of paper folded twice to one-fourth the size. That way you only need
to print on one side and your office printer can do it easily. For example, the
outside of your card might have a clip-art picture of a tape measure with the
question, “How do we measure up?” Inside you would explain the purpose
of the questionnaire you are sending.
8. If the item will be sent, you will need to determine how: in a padded envelope,
a box, or something else. You will need to purchase enough supplies for
the mailing. Be sure that you take a sample of the item, card, and packing
material to the post office for weighing. If you attach stamps, be sure you do
that before you have it weighed. Believe it or not, once we did not add the
stamps. When we returned to the post office with nine hundred filled boxes,
the weight of the stamps pushed the package into the next ounce and we had
to return to the office again to add another stamp!
9. I suggest that you complete the previous three steps (ordering the item, creating
the card, and organizing your mailing supplies) simultaneously. This
will save you time. You can usually get a sample item from the supplier so
that you can determine dimensions and weight for the mailing supplies.
The MUMU Measure
How can you be certain that you have chosen an item wisely? I have created the
MUMU Measure (see Figure 5.1). It measures whether the item is memorable,
unique, mailable, and useful. If your answer to all four is a resounding “yes,” you
have probably selected wisely. What should you look for in each?
Marketing Your Consulting Services