Got a sales letter yesterday from a small company offering a specialized training program for a niche market that I'm doing business in.
It came in a plain #10 envelope. The letter was printed on an inkjet printer on plain white paper. It wasn't personalized...it was addressed to "To Whom It May Concern". It was seven paragraphs long (too wordy) and gave me too much information (not well written). All in all, it wasn't a slick, professional solicitation.
Today, I called them and told them I was interested in their services.
Why?
Simple. They were offering something to me that was relevant to my needs. I could probably use what they're offering, and they knew that based on the limited info that they had on me. It looks like a good match.
Here's my point: They invested approximately 50 cents into this mailing. There was no fancy brochure. No ad agency put this together. And it still got the business.
If you target your advertising (or your sales calls) to the right market, you don't need to spend a lot of additional money on advertising trying to convince someone to use your services. Start with someone who is probably already interested, and go from there.
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