Your prospects probably receive dozens, if not hundreds, of business offers through the mail. Such letters and packages usually stir a little emotion in the recipient. And why should they? Every day, the average person sees nothing but white or manila envelopes and brown boxes arriving at his or her mail box. They are always business like, always the same. But what if one of the packages was to be an “Ice Cream Box”? The recipient’s first response would probably be, “who the hell is crazy enough to send me ice cream through the mail?” You can rest assured that this package is going to get their undivided attention. Naturally, there will be no ice cream in the box. Instead, it will contain a sales package from your company that begins with the words: “We just wanted to sweeten your day with this special offer”.

You can also send your sales message in a carton of candy, a gift-wrapped box or other unusual packages. A New York based entrepreneur sent half-envelopes to his potential customers. He cut regular 10” envelopes in half and sent only one side (glue-sealed at the “open” end) to prospects. They reply rate to these bisected, strange envelopes was 20% to 30% higher as compared with whole ones.

2 Ways to use your Business Cards Successfully
by Ron E. Gielgun

1. Make your business card unique and graphically appealing

Once in a while, even the most untidy of business people will sort through their various business cards accumulated and throw away the least important ones. However, interesting or unusual business cards may be allowed to remain regardless of their immediate importance. To make sure your cards survive this selection process, make them unique and graphically appealing.

-> Choose an intriguing color scheme
-> Have important or useful data printed on the back
-> Use holograms and optical illusions
-> Use translucent plastic instead of paper

If your card looks expensive, it will be harder for your prospects to dispose of it.

2. Your business card must be worth money to prospects

Prospects will not throw away your business cards if they are worth something to them. Useful information printed on the back of the business card might help. However, for prospects to think of your card as a real windfall, which should never be thrown away, its value must translate into dollars and cents. To do this, contact

-> Local restaurants
-> Barber shops
-> Pizza parlors
-> Photos
-> Fast food chains

Get them to give anyone presenting your business card a discount on their products or services.

They will not be doing you any favors by agreeing - it is you who will be giving them free publicity and who will be referring new customers to them. In return, your card will become a discount card that is not only worth saving, but that your prospects will want to carry with them at all times. Have the business card made with durable material (e.g. plastic)

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