A business' promotional piece should catch the attention of its potential customers. You want to represent your business well, and the quality of the piece is certainly important. But what if you don't yet have the perfect promotional piece? Should you wait to advertise until you do? The answer is a resounding "no".

Quantity is the Most Vital Promotional Point:

There are two basic facts which you can rely on:

1) Any promotion is better than no promotion.

2) Quality is important -- but it is the QUANTITY of promotion you put out that will determine your income.

Don't underestimate these points, or talk yourself out of them. The more people you reach with your communications, the more awareness there is of you. We often hear that someone only wants to target their best customers, or that they feel they are wasting energy promoting to a small guy. Every big guy started out as a small guy. A person who you have been mailing to may leave his job and go to work for a much larger company, or he may close one business and open another. There is a huge wealth of potential sales here, simply by staying in touch with people, and building relationships with them.

Quality

Penny has a beauty parlor, and she figures that the best way to promote her service is with an 8-page full-color brochure, showing photographs of her hairstyles. But she can’t afford that right now, so she decides to put off promoting her business until she can. The obvious question is, how are prospects hearing about her shop in the meantime? Is she relying solely on word of mouth?

The quality she really needs in her promotional piece is simply high enough so that it is sharp and attractive. It should communicate the message she wants to convey quickly and effectively. A promotional piece that fits this bill will bring in business for Penny. If she cannot afford it, her beautiful 8-page color brochure is more than she needs right now.

She may be able to have that brochure printed in a small quantity, however, an effective promotional piece, in the hands of many potential customers, is far more valuable to her business than that perfect brochure in the hands of just a few.

Quantity

Quantity is the most vital promotional point! Your first priority must be getting out a high number of promotional pieces. For optimal results, your target should be to get out as many pieces of promotional material as possible weekly, or monthly.

Fortunately, our beauty parlor owner realizes this pretty quickly, when her ten or so regular customers become all she has. She has a nice postcard designed, which states her message and the benefits of her business. She begins having as many of them sent out every month as she can afford. She begins to see new customers. She keeps promoting. More new customers come in. The new customers tell their friends, and her business steadily builds. And guess what? There soon comes a time when she can afford that glossy 8-page brochure!

Your incoming business will be in direct proportion to the volume of promotion you send out -- and the higher the numbers which are steadily and consistently sent out, the more business you will steadily and consistently bring in. For that reason, quantity has to be the senior priority over quality. In order to generate the type incoming business you desire, the quantity of your outreach needs to be in the thousands, not the hundreds, and your image needs to continually reappear in front of your potential customers as often as possible.

While it is ideal to create a high quality a promotional piece for your business, quality should never, never, never be attained to the detriment of quantity. Think quantity first!