While all prospects are important, some require special attention, and a special mailing list. While it may be enough to send the prospects on your “regular” list a sales letter accompanied by a brochure or a floppy disk, you may want to invest more when approaching prospects who hold the key to your business’ future. Send such prospects your presentation on video cassettes or other impressive media, and enclose items that would not be ignored by even busy blue-chip executives. For example:

I. Tickets for transportation to your office
II. Invitations for an exhibition, open house
   or real estate property where your products are displayed
III. Free invitations to seminars
IV. Invitations to special business tours
(which must include leisure activities if you want anyone to take you up on the offer).

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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