Tales of a Golf HR Consultant – Day 2: Snail mail
Snail mail wins the race!
When we started talking about doing print newsletters at my marketing group, the Entrepreneur’s Circle, my initial reaction was no way Jose! You see, I had done an email newsletter for a couple of years (some of you may even remember it?!) but although the open rate was high – 60% – the business generated was low.
So I decided to stop doing that and concentrate on other ways of getting the business in.
It was only when I was reading “Keeping customers” from Nigel and understood the comparison between a Mercedes and a Triumph that I decided to do a print newsletter. And boy, what a conversion! I went straight to write the first newsletter during the Christmas holidays and got it published in under 1 month, 2 weeks of which were lost because I was trying to do it the cheap way rather than the effective way.
Results? “I loved it! So clever and much better than an e-mail which frankly, with the best of intentions, I would not have read!”. I have had referors get back in touch with me asking how I have been.
The biggest change was at an event last weekend, when I met several clients and leads. ALL of them said that they had read the latest newsletter, which had only been sent out 2 days previously. A perfect non-threatening way to keep in touch.
And I know that when they have staff issues, I will be the first HR consultant they call!