Direct mail to past/current clients (2C):
When you set up a mailing or newsletter system, don't set out to explain your products/services or changes in your business in every letter. People do business based on relationships much more than on products and services, even when they're the best in the industry. Maintain relationships through your mailings, and when you make your quarterly phone calls to past clients, ask them how they've liked your letters. Follow that up with, "What's one suggestion you'd have for me to make my letters more effective and relevant to you?" Finally, DON'T forget to ask for referrals. Take advantage of those phone calls; certainly continue to build your relationship with the client, but make sure you're maximizing that relationship.
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