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Shape Up

Are you getting the best workout from your promotional mailings?

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This story appears in the February 1998 issue of Entrepreneur. Subscribe »

Q: I'm a personal trainer, and I send out a postcard to promote my services to people in my city who make $75,000 or more per year. Any suggestions on improving it?

A: First of all, let me say that your unusual oblong postcard is a great way to stand out in the mailbox. I'm sure you have to pay a little extra postage for those extra inches, but they're worth it to have a nonconforming format amid the other mail pieces prospects receive each day. And although I think your piece makes many of the right points about your services, you may be missing an important ingredient for this particular kind of sell: pressing the hot buttons of would-be clients.

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