How to Boost Advertising Response Rates 40% to 50%

The problem of marketing a small business today is that people are so busy and in motion that they are hard to pin down. Yet most sales occur after the 10th exposure to an advertisement.

Question is, what is the best way for a small business to advertise to reach the most prospects—the greatest number of times—in the shortest period of time.


The Problem With Most Advertising

The problem with most advertising mediums is that it’s difficult to reach a prospect 1x let alone 10x.

Email marketing for business is pretty much dead because of spam filters, plus people do not read emails, they skim them.

Television advertising? Ever heard of a remote control? No one watches TV to watch commercials.

The same is true with radio.

Billboard advertising? Tell me how much can the prospect read and absorb in 1 second while driving at 60 miles per hour, drinking coffee?

Ah, you say how about pay per click advertising? That’s the way to go, let’s go all digital. Well, you are jumping into a very big pond where you can spend a lot of money with absolutely no return.

Direct mail for small business is the only advertising medium where you can target exactly who you want to target; putting your message directly in the hands of your best prospects.

  • There are no spam filters in the standard US mailbox.
  • There are no remote controls to zap off your ad.
  • Everyone you mail to receives your ad – looks at it, even if for a brief second, and makes a decision whether to call you or not.

Fact is the majority of people who receive direct mail advertising and have an interest in the service will go online to research the business.

Now, are you sitting down? Here’s a statistic that will blow your mind: according to Google, 96% of people who go to a business’s website LEAVE without taking any action. Which means, 96% of the potential customers you could have gotten are lost and gone, with your money wasted.

What if there was a way for you to capture 40% 50% of those leads?

There is…with Direct Mail Scout.

Direct Mail Scout is our new product line. What this program does is combine online Google and social media follow up that works with your direct mail campaign. It also allows you to seamlessly track your mailing schedule, the calls received from the campaign and tracking on your online follow-up. Direct Mail Scout ensures that no lead is left behind with online and social media follow up, keeping leads warm until your prospects are ready to buy.

Direct Mail Scout is state-of-the-art, turnkey and an easy way for you to generate more sales for your business. Would you like more information about the program? Click the blue-button below or fill out your information below!

Find Out More About Direct Mail Scout!


Check Mailer & Sales Letter Samples

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Why a Check Mailer or Letter Mailer?

The most difficult thing in today’s marketplace can be getting the attention of your customers and prospective customers. People are bombarded with advertising and generally ignore most of what they see.

There are four basic rules of thumb for getting results from direct mail advertising, they are:

  1. It must get noticed.
  2. It must create interest.
  3. It must build desire.
  4. It must invite action.

Wilson Print Marketing USA can help you identify your best prospects with a targeted mailing list, help you to come up with a good sales letter builds interest and invites action.

To Get Started, Call (727) 536 – 4173

Effective Program to Increase Fall Sales


The holidays come and go each year and things seem to get a little more hectic and confused. More often than not, political correctness creeps in on the season and causes confusion. What I want to talk to you about is a way you can cause double-digit growth for your business in a very short period of time.

I know there seems like there is so much going on, so why bother, people aren’t paying attention to anyway, right? Well, the holidays offer a unique time for you to cut through the clutter and get noticed.

In the fall you have Halloween, Thanksgiving, Christmas and don’t forget New Year’s. All these holidays present a great opportunity for an increased response for direct mail.


Mailing Thanksgiving or fall cards and/or Christmas cards is a way for you to cut through the clutter. You are going with the flow of the season to get noticed and improve your sales.

The fact is that everyone, including Scrooge, opens a Christmas or holiday card and many people tape the cards on a wall. By including a 3 x 5 insert card with a special promotional offer, gives the recipient a reason to call you and buy something.

We have helped many businesses with this type of program. I had a Chiropractor and a Dentist use the Holiday Mailer as a Patient Reactivation program very successfully.

Just about any business can benefit from the holiday card mailer. Why does it work? Three reasons:

  1. The mailing is targeted.
  2. Holiday Cards have a very high open-rate.
  3. The insert coupon card drives traffic and sales to your business.

We have a turn-key program that allows you to simply pick the theme of the card, the verse inside the card and give us a special to create the insert card around.

We have had reports of December and January sales being the highest ever from businesses participating in the program.

If you would like samples sent to you, click here or call us at 727-536-4173.

Mark Hale


Booklet Brochure Designs

Booklet printing and brochure printing is a vitally important tool for growing a small business.

Many small business owners have a feeling that they should have better marketing materials, booklets and brochures. The biggest stop I have found for most businesses is getting started! What do I make my brochure or booklet about? What would I put into it?

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These questions in the face of running your business day-to-day can be more than enough to slow the progress on getting a brochure made for your business.

What Is The Purpose Of The Booklet Or Brochure?

Purpose is a very important starting point. Do you want your brochure to educate, add value to your pricing or present on overview of your services and make you look professional?

Brochure Topic?

The next step is the brochure topic. The following are a list of booklet or brochure topics to help you get started:

The How-To Brochure:  This could be an instructional piece for a customer who bought your product or the uses of the product. The “use of the product” booklet is a great tool to help you close a prospect on your product or service. It also adds value.

The Buyers Guide Brochure:  This is a good tool to help guide your prospect through the decision-making process. Include a list of what to watch out for to help you beat low balling competitors. Or it can simply guide them through the choices they have.

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The Product Brochure: A product brochure is, by design, narrowly focused on a specific product or service you sell. It is designed to help convince your prospect to buy from you and also help you to validate your quality, price and service.

The Gift Guide Brochure:  This is an especially good tool for retail businesses. You give your prospects ideas for the holidays, birthdays, anniversaries, Christmas, Valentines and other special events. People are always looking for easy solutions and giving them ideas can be a big boost for your sales.

Booklet And Brochure Do’s & Don’ts

1) Your brand’s logo should be somewhere on every page of your booklet.

2) Balance written copy with graphics. A booklet or brochure that has too much written word usually does not get read. Including lots of photos helps balance and makes for a brochure or booklet that gets read.

3) Do not load your brochure up with industry jargon and words that your reader might not understand. I have seen many brochures and booklets that are loaded up with industry specific jargon, assuming that the reader “will know what that means”. Big mistake. You should always err on the side of simplicity. Using big words or industry jargon doesn’t make you sound important; it loses your reader in a fog of misunderstanding. If you are going to include jargon, define what is it somewhere in the text. Most readers when they come to a word they don’t understand yawn and discard the brochure.

4) Use headlines and subsections that are bold and use a benefit of the product or service. Headlines, by design, catch attention. Take it to the next level by making your headline include a benefit, not a feature.

5) Include coupons. Including a coupon is a way to build urgency and value. A coupon page will create more sales for you.

6) Include testimonials. You can use testimonials to help overcome prospect objections, to validate you and your service and help justify your pricing. If you keep up with your Google reviews, you can pull reviews from there and use it in your brochure.

7) Don’t forget the call-to-action. Tell them what you want them to do, like “Order Now”. Tell them how to respond: phone number, web page, email or in a booklet response card. Make sure the phone number is on every page. I wish I had a quarter for every brochure or booklet I have seen where you have to hunt for a phone number in order to actually place an order. Make it easy for your prospects.

8) Resist the urge to design yourself; a) You do not have the time, b) you don’t have the design tools and b) I am sorry to tell you that if you were a good graphic artist you would be doing that for a living. The money you spend on hiring a graphic designer will be well spent. My company even offers discount design prices if you are buying the printing from us.

9) And finally get your brochure or booklet professionally printed: We can print your booklets and brochures in quantities from 50 to 50,000 for a very reasonable price. The finished booklet or brochure is a reflection of your business; so do not skimp on design or printing. Your goal is to sell more of your services.

Welcome Kit for Business

Welcome pack or welcome kit for business are a big interest these days. There are many misconceptions as to what a welcome kit is or is not. Some try to make it a big event and often go overboard with the concept of a welcome kit. Most of the time, you do not need to get carried away to create the effect of repeat business.

Click Here For More Info On Creating a New Customer Welcome Kit

A welcome kit for business is basically a larger and more impressive form of a Thank You note. You are thanking your customers, new and old, for doing business with you.

The welcome kit can be as simple as a letter and business card or as complicated as folder with flyers, brochures and novelty items, like pens.

Below are some ideas for your welcome kit:

1) Folder with slicks. You have a pocket folder with insert slicks informing the customer of other services and products you offer. You can also include warranty forms.

2) Fold over envelope. This is a smaller version of the folder. The envelope contains tiered insert sheets. There is also a place to include a business card magnet.

3) Box of goodies welcome kit. There are several services where you can send new customers a box of cookies. This makes for a good impression. You can also create a box of your own including novelty items.

4) Simple letter or Thank You note. Sometimes you may just not want to over complicate it. Thank You notes have been around for hundreds of years. A handwritten note with a personal message will do more than your competition probably has done. *Tip: include a small insert card with coupon to encourage repeat business.

Some things to always include in your welcome kits:

  1. Referral card
  2. Google review card
  3. Coupons toward future purchases


A welcome kit for business are important and will go a long way to ensure repeat business for you. The most important thing I can share with you is to not over complicate it. Make it fun. Make it simple.

12 Days of Christmas Marketing Ideas for Your Business

12 Days of Christmas

The holidays are here and with it brings opportunities for you to attract more sales for your business. Maximize your profits this holiday season with the following 12 Days of Christmas Marketing Tips & Ideas:


  1. Make your plan and start now. Repetition does sell—plan to promote early and often. Send out emails, direct mailers, or holiday cards announcing your sales and specials.
  2. Create time-limited offers to encourage your customers to buy now.
  3. Use the “12 Days of Christmas” theme and offer increasing price specials and incentives.
  4. Business-to-business marketing follows the same rules as retail sales during the holidays; you need to give prospects a reason to buy now! We had a heating & air company generate $300,000 in sales simply by sending out 3500 holiday cards with a special insert card.
  5. In store support. Use posters and flyers to support your marketing campaign, especially in targeted high-traffic and shopping areas of your business.
  6. Use direct mail and postcard marketing to target customers and be sure to use QR codes to direct them to your website to download coupons. Introduce add-ons and buy now incentives to give customers’ a reason to buy now and not shop around.
  7. Encourage repeat sales by offering customer punch loyalty cards or referral cards for discounts.
  8. Host a holiday season kick-off event to bring customers in. such as a tree-lighting ceremony with hot chocolate and a visit from Santa, and make sure customers leave with your holiday catalog.
  9. Take full advantage of email, social media and your website to promote your upcoming deals.
  10. If you have a catalog, it is a good idea to print and mail out pre-catalog release postcards with a special offer. Send this out several weeks before you launch your main catalog. The idea is to tease and promote the release of your upcoming catalog.
  11. Statement stuffers with holiday specials. If you send out invoices or statements, this is a golden opportunity to cross promote other services and products.
  12. Keep your business top of mind every day of the New Year. Give 2014 calendars away before your competitors do, so you can ensure you’re the brand customers see day in and day out. We have several styles of calendars to choose from. Make sure to print special daily, weekly or monthly offers on your calendars to encourage direct sales

This time of the year presents a unique time for promotion. Sure there are a lot more distraction, but the important thing to remember is people are in a buying frame of mind. Whether you have a retail store, sell services or are business-to-business you can use the holidays to sell more.

Mark Hale © 2014

Building Trust With Your Online Marketing

Today, one of, if not THE biggest challenges with online marketing, is creating trust with the prospect. Most inquiries from online marketing are fragile. Prospects from the Internet are wary and need reinforcement that you are who you say you are and will do what you say you will do. The missing ingredient at this point in the business relationship is creditability and trust.

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What is the best and fastest way to build and trust? How do you communicate your creditability, expertise and goodwill to prospects online?

There are hundreds of websites and social media platforms in which you can participate to help build creditability. Angie’s List for example was created to help trade businesses build creditability. LinkedIn was supposed to be a networking platform for business.

The greatest asset of online marketing is in fact it’s greatest liability. The asset of the Internet, from your prospects point of view, is the vast scoop of places to buy what they need. The flip side of the coin is the vast number of your competitors they can buy from. The liability is anyone with $10 to buy a domain and owns a computer can start a webpage. Your prospect goes online to search for a service, which you provide, and on page one of the search results has 10 choices, not counting the banner ads. Who can he trust? Worse, are any of the search results scams with links once clicked on that will lock up their computer, or embed malware or viruses?

Prospects who come to you from the Internet naturally are skeptical and their reach for your service is fragile. The lead needs to be nurtured and brought along to the point of buying. What is the best way to do this, send them an email follow up? That is ok, but has limited effectiveness, due to spam filters and deliverability issues—email marketing is unreliable.

The most overlooked element to building creditability and nurturing leads along to becoming buying customers for your business is your use of and the quality of your printed marketing materials.

People know that anyone can easily throw up a website, but a business that sends them a follow up piece that is a printed brochure or booklet gains more trust and creditability. Because printed materials are tangible and can be touched and held, they make your business more real.

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The additional benefit is that printed marketing materials do tend to hang around a lot longer than digital marketing, which is gone in a wisp.

You need to do as much marketing as you possibly can including digital, social media and online marketing, but do not lose sight of the importance and effectiveness of putting something solid and tangible into the hands of your prospects.

Digital printing has brought the cost of printed marketing materials way down. You can print in lower quantities for lower prices. A professionally design and printed brochure, booklet or catalog will help you sell more prospects. If you have made and are making an investment in having sales people, then it is even more vital for you to have professionally designed and printed marketing materials for closing tools and leave behinds.

The second recommendation I can make is to work with a company like Wilson Print Marketing. We will take your ideas and turn them into highly effective promotional materials. There is tech to it. We have the tools and know how.

Email Marketing For Business

The last ten years email marketing for business has grown tremendously. Many people use email as a mainstay for marketing their business. You may be one of them. Why not use email to marketing your business, after all, it is cheap to do and is usually easy to get out.

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Enter the last four years and particularly the last year and a half; malware, viruses, phishing schemes and ransom ware have made getting results from email marketing for business unreliable.

The two main issues to get around to make your email marketing for your business more effective are:

  • What can you do to get around spam filters?
  • Once your email arrives, how do you get your customers or prospects to open it?

Most of the old rules for email marketing, like using an opt-in list, do not make much of a difference right now. People are wary of inbound emails and web advertising. Have you ever clicked on a link or article on Facebook and have your phone or computer light up like a pinball machine?

You want to create a flow of prospects coming to your business via inbound marketing techniques. Inbound marketing can be done using social media or by using proven, old school marketing techniques like direct mail.

Direct mail to delivers your message directly into the hands of your prospects. The observable truths are that the majority of Americans have a mailbox, which is serviced by the United States Post Office, and people receive their mail on a regular basis. There are no spam filters to get through to get your postcard or letter delivered to your prospects door. There is absolutely no risk of your prospects computer catching a virus from direct mail. It gets delivered, its gets read period.

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When you send out a direct mailer to your prospects they will get your mail piece. Now whether or not they respond to your offer depends on the offer you are giving, the design of the mail piece and the mailing list you use. Three things that’s it!

Direct mail does cost money, yes. It is not free or cheap like email marketing. My question to you: is cheap or free marketing getting you to where you need to be?

Direct mail still outperforms other forms of media in deliverability and results.

We can help you improve the quality and volume of prospects coming in your door with a targeted direct mailer. Call us for more information.

Mini Skirts and Mini Brochures Have One Thing in Common – They Get Noticed!

What is a Mini Brochure?

A mini brochure is small enough to fit into pockets and wallets. Mini brochures also provide enough marketing real estate to pack a huge punch for their size.

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When everyone else is handing out a business card, here are a few tips for using mini brochures to set your business apart:

  • Provide helpful tips, how-to information, industry resources, a calendar of events, etc. For example, a real estate agent should include home selling tips in their mini brochure.
  • Consider including a tear-away portion, such as your business card, coupons, sample vouchers, etc. A tear off is a great way to include a referral card.

Click Here For More Info On Creating A Brochure For Your Business

  • Consider leaving a space blank to handwrite your own message when distributing pocket brochures.
  • Include web links or QR codes for easy access to additional, detailed information.
  • Create mini brochures as a convenient way to offer your warranty policy or service department information for quick and easy retrieval.
  • Offer mini brochures with every purchase to provide store hours, upcoming promotions, and other important information.

The design of mini brochures should be for quick reading, due to the size. If you need help designing a creative marketing piece that packs a big punch in a little package, we’re here to help!

Envelope Design The Key To Sales Letters – Selling More of Your Stuff

Sales letters have been a staple of small business marketing for as long as humans have been sending written communications. Yet the envelope is the most overlooked part of sending sales letters to prospects. Envelope design is key to getting your prospects to open and read your sales letter.

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The following are 6 things you can do to make your sales letters more effective by increasing your open rate with your envelope design:

  1. Get out of the box on size. Who says you have to send your sales letter in a #10 regular envelope? Why not go big? Why not mail that sales letter in an 9 x 12 booklet envelope or a 6 x 9 envelope? A larger envelope looks less like junk mail and more like something important and it gets opened.
  2. Sometimes smaller is better. A note card mailed in a small announcement envelope create a mystery, it looks like an invitation. What is it? It gets opened.
  3. Color stands out. Chose a different color envelope. There are several available and it does not add too much to the cost.
  4. Control the reader’s eye; use a headline to get interest. People are naturally curious, so build a mystery by printing a headline with a deadline on the outside of the envelope.
  5. Go totally subtle. Make the outside of the envelope look professional and important. Depending on your target audience, this tact can be very successful.
  6. If mailing bulk, insist on mailing with a stamp. Nothing says “I am junk mail” more than an indicia printed on the envelope.

Direct mail envelopes are the key to improving your return rates with sales letter. Give us a call and find out how we can help you with your envelope design to increase open rates of your direct mail campaign.

How to Increase Response Rate for Direct Mail For Business

Direct mail has several advantages over other forms of advertising; the main advantage being it goes directly to the intended recipient. There are no spam filters, prospects don’t have to happen to hear or see it, or you don’t have to buy key words or optimize the mailbox. Direct mail works.

Integrate Direct Mail with Google…Find Out More!

There are only three reasons why direct mail for small business does not work, briefly they are: 1) bad list, 2) poor offer or design, 3) poor frequency of mailings. Three…that’s it! And all three are in your control. You can purchase a good list. You can do research on your prospects and come up with an offer that they will respond to. You can mail the list at least three times.

The following are simple ideas you can use to increase your open rates and response rates for direct mail:

  1. Make It Bumpy

Nothing gets people more interested in opening a package than lumps and bumps. It builds a mystery… “ what is in this envelope?” The idea is to get the prospect to open it. Mail a sales letter with one of your company pens in the envelope. Or mail a larger envelope and include a grocery list in the envelope. There are a lot of things you can do.

  1. Make a Proposition They Cannot Refuse

Many marketers feel you have to build the interest before you give the prospect an offer he cannot refuse. Why not open with the offer. People today have short attention spans and little patience. Tell them what’s in it for them boldly and early. You will find your returns will improve.

  1. Got Samples – Include Them

This is akin to #1 above, samples make the package lumpy and bumpy but more importantly it puts the product you are selling in the prospects hands.

  1. When Possible, Choose Quality Over Quantity

Special cards die cut with themed shapes. Gate folded note card with a mirror on the inside. Mailing a small bottle with a message in it. Or, mailing a key with a note asking the prospect to come in a try the key to win a prize. These types of mailers are more expensive to do but will produce a higher return.

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  1. Usefulness Adds Life and Response to Mailers

Many businesses buy promotional products by the carload. Stress balls, pens and magnets are the most common items. You can have your logo put on almost anything. If the item you send can be useful to the prospect, your item will hang around along with your logo.

  1. Use Variable Data to Tailor Content to Your Prospect

Variable data printing allows you to send your message to each and every consumer. Each postcard is tailored to each prospect. Variable data will cost a little more to do, but the returns are a lot higher because of the personalization.

  1. The More Personalized You Make It, The Better Your Response

Handwritten content adds a personalization to the mailer. Combine a handwritten message with variable data and watch your returns zoom. Handwritten works well for postcards, sales letters and note card mailers.

  1. Stamp it Baby

You want to use mass mail and take advantage of bulk postage rates, but want your mailer to not look like bulk mail – stamp it. A stamp makes your mailer stand out as personal not bulk mail.

All of the above ideas will work, but will only work in conjunction with your message, offer and the quality of the mailing list you use. We can help you develop your message.

What Is The Best Promotion For HVAC Dealers?

The HVAC industry, although it is different from most other businesses, when it comes to marketing and promotion should be concerned with two basic goals: 1) attracting new customers and, 2) keeping more of your existing customers. The following is a list of ideas and tools that will help you accomplish these two goals.

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Step 1: Attracting New Customers

This step covers two basic areas, direct marketing and indirect marketing.

Indirect marketing today mainly consists of an Internet presence, including a well designed website and an active campaign to garner positive Google reviews. People usually use the Internet for two things; the first, to search out companies to help them solve a problem and the second, is to research a company they are thinking about doing business with. For HVAC marketers it is also a good idea to use a subscription referral service like Angie’s List.

Another indirect marketing tool is yard signs, especially for your new installs. Yard signs help make your customer’s neighbors and passerby’s aware of your company. Yard signs for HVAC are also a good tool to stimulate word of mouth advertising for your company.

The days of running a Yellow Page ad and sitting back and waiting for business to come to you are long, long gone. If you want to grow your business it is vital that you aggressively go out and get business and not wait for it to come to you.

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Creating a flow of new customers to your business comes from a robust direct marketing program that includes targeted direct mailers with postcards promoting service and repairs. We like direct mailers for our HVAC clients because direct mail allows you to put your message directly in the hands of prospects cutting though all the advertising clutter from your competition. For example, we have designed, printed and mailed targeted postcards for HVAC with refrigerator magnets on them. This is a good way to combine passive marketing and direct marketing. The postcard is direct marketing and the magnet it delivers is passive marketing and gets stuck on the refrigerator, displaying your name and phone number until there is a need.

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The keynote to direct marketing is follow up. Following up on leads that did not buy yet with phone calls, email and thank you notes help you to close more sales. You can follow up with phone calls, or via mail. For prospects who want to think about your estimate before they decide, you can mail them a thank you note with a coupon inside and this will often seal the deal for your company and help you close the sale.

A necessary element of a direct marketing program for HVAC is door hangers. Door hangers allow you to target neighborhoods you want to service. They are inexpensive and easy to use.

Along the same idea of door hangers the USPS a few years ago introduced Every Door Direct Mail or EDDM as it is called. EDDM for HVAC allows you to target entire neighborhoods for postage rates around .16 to .18 cents per postcard. EDDM has proven to be an affordable and effective direct marketing tool for HVAC industry.

Step 2: Marketing To Your Existing Customers

Your competition’s best prospects are your current customers, so anything and everything you do that promotes your company to your existing customers will help you to hang onto more of them. Some easy things you can do are the following:

  1. Well-trained and competent technicians and installers go a long way to a positive customer experience. Having someone on your staff whose job is to make follow up calls to make sure the customers is happy is vital.
  2. A new customer welcome pack for HVAC is an important tool that will help you to start the relationship with the customer off on the right foot. A HVAC new client welcome pack lets you promote other services you offer and introduce key players in your company to the customer.
  3. Regular newsletter mailers to your existing customers sent out at least once per quarter. A well designed newsletter goes a long way to help your company stay in front of your customers and build a strong relationship.
  4. Take advantage of the holidays and mail a holiday card, Valentines card or other type holiday card to your customers. We have worked with many HVAC dealers that use holiday card mailers as a tool to recover old clients they have not serviced in a while.

Customer attrition, or the falling away of old customers, is a fact of being in business today. People move away, people die off and your competition lures people away from you, so marketing to your existing customers is something you cannot leave out of your marketing plans.

If you have any questions or need help working out a marketing program that makes sense for your business please feel free to call us at 727-536-4173.