All it takes to convert new residents into loyal repeat customers is a simple letter of welcome. In the letter, you simply welcome them to your community, introduce yourself and extend them a special offer or incentive to visit your place of business, or use your service.
Creating Effective Mailing Pieces
There are four key elements you will want to include in any mailing piece you send to new residents:
Welcome The New Resident -- A simple paragraph welcoming the new resident to your community.
Introduce Yourself and Your Business -- When introducing yourself and your business be sure to include information on any specific training or expertise you possess and any special services or products you offer. List hours of operation and any other information that makes your business more desirable than others such as location, ease of parking, etc.
Give them a reason to choose your business -- Giving them a reason to choose your business usually comes in the form of offering a free gift, discount or introductory price that they can take advantage of or receive by visting and or using your business. Keep in mind that your new customers are worth a lot of money and are essential to the growth of your business.
When deciding what form your offer will take, remember the whole purpose of the offer is to get them into your business for the first time. The more value you provide in your offer, the greater the incentive is for the new resident to choose your business.
Your offer may be such that you break even on the first visit or purchase, remember it is their continued future business that will make your business grow. The better your offer the better your chances are of getting them into your place of business. Give them an offer they can't refuse.
Create a need of urgency -- The need of urgency is created by putting a time limit on your offer. In other words if the new resident wants to take advantage of your offer he must do so within a specific time frame or lose the ability to profit from your offer. Regardless of how good the offer is, unless there is some time limit, some fear of loss, there is no reason to act quickly.
Also, take into account how much value is perceived in your offer. By that we mean that something FREE is perceived by most people as of more value to them than a dollar-off figure.
The important thing to remember when making an offer is that it must be of real value and that the order of percieved value is FREE - DOLLAR AMOUNT OFF - PERCENT OFF