"Target your market very specifically," Senjem advises. "Business executives and owners look in specific journals, not in general media or at direct-mail pieces. People don't want to receive junk e-mail. In some businesses, people are successful with `cold calls,' but I prefer to use a soft sell, sending a specialized brochure with a personal letter after meeting the potential customer at an event or being referred by someone."
From the start, keep a detailed database of customers, Senjem advises. This helps you to be specific when sending out a flier or newsletter about a new product or service.
This article was originally published in the December 1996 print edition of Entrepreneur with the headline: Billboards & Bumper Stickers.
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