When you open a business in a new community (new to you), marketing is a lot like looking for a light switch in the dark.

You fumble around and hopefully you randomly find the switch.  Hopefully.

We conducted our first direct marketing effort with a personal letter of introduction and a rack card.

About 1,000 letters were mailed out and about 100 were returned as either undeliverable or expired forwarding addresses.

But…four prospects replied and one of these prospects more than paid for the entire mailing.

So, we found the light switch.  This time.