Q. What is the most effective tool to use to promote my home delivery business? We are starting a business of home deliveries: i.e. bottled milk, butter, cheese, sour cream, pizza, etc. What is the most effective marketing tool to promote our new business to homes - post-cards? Flyers? Door-to-Door info? Thanks for any information you can give me. 
A. Marketing expert, Joe Gracia, responds: We would recommend that you target a specific geographic area, to introduce and test your business idea to determine if there is a demand for such a service. Don't ever assume -- test. Before people will buy your service, they must 'want' such a service. Then they must get to know, like and trust, you and your business, before they will sign up with you. There is no more powerful marketing vehicle than meeting someone face to face and telling them about the benefits of your product or service and then making them a compelling offer. Every other method gets progressively weaker. The more people you can share your business service with in a face-to-face approach, the better. The drawback to the face-to-face approach is that it can be time consuming. A more practical approach may be to mail a simple, one-page letter introducing yourself and your service to the people in your target area and then follow-up with a phone call. Make sure your letter has a friendly, personal feel to it, rather than an impersonal advertising approach. Write it as if you are writing to a friend. Include a special New Customer offer, like a special discount for their first delivery, and remind them of that offer when you follow-up with them on the phone. Don't stop there. Follow up with them up to eight more times to maximize the number of people who respond. Not everyone is ready to buy the first or second time they hear about your offer. Plant the seed and then follow-up consistently.
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