Focus

It's spring, and for many contractors that signifies it's time to seek new customers. Although every company probably has its foolproof method for finding new work, consider some tips Lois K. Geller, president of Mason and Geller Direct Marketing, Hollywood, Fla., shared with Fortune Small Business magazine.

Geller says direct mail campaigns work—but only if you do them correctly. For example, she says sealed letters work better than postcards.

"To most consumers, serious mail comes in a letter, which is private," she says. "The act of opening an envelope and unfolding the letter is engaging."

In addition, impose a deadline for when a special promotion or sale will expire and focus on the benefits of your service, not just the features. For instance, rather than saying only that you are licensed, bonded and certified to install certain roof systems, explain how a roof can save energy costs and increase a home's value.

Geller also explains that to bring in new business, you need to go beyond what your competition is offering. If your closest competitor is marketing 25 percent off roof system installations, consider offering 30 or 35 percent off your installations.

If you have budgeted some extra dollars for a true direct mail campaign, Geller suggests you use photos of employees or customers for brochures versus photos of models or stock photography.

She says: "I have found that when we include photos of actual customers or employees rather than models in our mailings, the response rates go up. Your direct marketing agency or art director can help you arrange an inexpensive photo shoot and get the permission you need to incorporate the pictures into your ad."

Also, if you have the money, rent a mailing list from a list broker who is a member of the Direct Marketing Association. You can ask a broker to give you lists rented by companies similar to yours.

Finally, sign all letters personally if you can, preferably with a blue pen. According to Geller, such small touches can increase the response rate to a direct mail campaign.

Geller's tips aren't the only ways to approach a direct mail campaign. But maybe one or two of her ideas can help you generate some new business during the upcoming busy season.

Ambika Puniani Bailey is editor of Professional Roofing magazine and NRCA's director of communications.