Attracting Customers
Create an attention-getting direct-mail campaign
Direct mail offers a personal touch and can get big results on a small budget. If you do not already have a list of people to contact, you will need to get one from a list broker, such as InfoUSA.com; expect to pay 10 to 25 cents per contact.
Once you have a contact list, craft an attention getting, professional appearing letter. Do not use "To Whom It May Concern" as your salutation line; people will immediately view it as junk mail. Address potential clients by name so they will take notice of the letter. Start by pointing out the problems most marital art students want to solve, such as extra weight, getting into shape, or self-protection. Research local police records to find where the most burglaries or assaults are occurring and target these neighborhoods. Include clear, but concise, evidence as to how your school can help solve these problems for a reasonable price. You may want to offer a discount for registering for classes within a certain time frame. A testimonial or two from people in the target age group, or target organizations and businesses will give your product a school face.
You also need to relieve people’s fear of trying something new. They may fear failure or getting trapped in a contract. Remove this risk by offering a money-back guarantee.
After you have finalized the letter, test it on a pool of potential customers to see what works, and then use what you have learned to refine the letter or to reach out to a larger audience.