USING GREETING
CARDS TO PROMOTE COUPLE COMMUNICATION
At ICP, we
regularly receive requests from COUPLE COMMUNICATION (CC) instructors for ideas
on how to market their services. So when one of our instructors tells us about
a method that has worked, we are happy to share it.
Gary Blake, a
counselor and Certified CC Instructor in the Kansas City area, uses an easily
manageable system of sending post cards and greeting cards to a wide network of
people. (These are actual cards sent through the mail and not electronic ones.)
Gary says that the cards keep his name and service before the recipients, and
these folks become referral sources for him. To have the card system work
successfully, Gary follows three basic principles and then uses technology to
manage the process.
THE PRINCIPLES:
1. Build honest and
sincere relationships. These provide a network of people who know who you are
and what you do. These are people who like you and trust you.
2. For building the
relationships, give genuine attention, appreciation, and recognition. These
messages win out over self-promoting messages.
3. Send your
messages through a "Keep in Touch" system using cards -- lots of
cards: postcards and greeting cards. The mailed cards touch people's lives in a
way that emailed cards do not.
THE TECHNOLOGY
Manage the process
by using technology to make it
relatively inexpensive, quick, and easy once you set it up. With the technology
that Gary uses, you go online with your computer at home or office to:
Select a card from
a very large assortment.
"Overwrite"
the standard card sentiments with your own words, if you choose.
Make up your own
card with your picture or logo on the front.
Add thought or
dialogue "bubbles," captions, and borders to the card.
Select a font for
the sentiments and your name.
The next morning
the cards are printed, stuffed into an envelope, stamped, and mailed for you. A
history is recorded of the card sent, so you can keep track of who gets what.
SYSTEM WORKS WITH A
CONTACT MANAGER
We at ICP have long
recommended using a "contact manager" on your computer to keep track
of the network of people you develop, so you can promote your CC classes to
them. (In fact, see our website: www.couplecommunication.com, then click on
"Instructor Training," Article Archives (across top), and then the
article, "Five Steps for Recruiting Couples Effectively to Groups.")
The card system
that Gary works with has a "contact manager" within it, which is easy
to set up and use. With this tool, he organizes his contacts into various
groups. The ones he finds helpful to promote his services and CC instruction
include:
Ministers
Church Secretaries
Physicians and
Chiropractors
Couples who have
Attended his CC Program in the Past
Attorneys
Friends
Relatives
Besides name and
contact information, Gary includes birthdays and anniversaries. When one of
those special days comes up, the system notifies him about seven days ahead,
and he can arrange for a card to be sent. (If he wishes, he can select a card
months in advance and set the dates for sending it.)
WAYS TO USE THE
SYSTEM
Here is how Gary
says he uses the card system:
"I never,
anymore, forget a birthday or anniversay. I 'store' cards to send thank yous
for those who make referrals to me or to a new client for selecting me for
their service. I send reminder cards. At the end of most days, I send
unexpected highly personalized greeting cards to people I have met throughout
the day. These include glad-to-meet-you cards or enjoyed-lunch-with-you cards.
I send cards of appreciation to my doctors, dentist, to the salesperson in my
men's clothing store, friends I have known for years but have never told them
how much I appreciate them, and so on."
Gary uses a
"campaign" type of card, as well, for instance for announcing dates
for CC workshops he will be doing. When the THRIVE Sphere/Profile, which is
part of the revised CC Program, is ready, Gary will make up a
"campaign" of two or three cards to go out automatically at specified
intervals from their first date of taking it. These will be to remind the
couple of the two follow-up times that they are alloted to take it.
RESPONSES TO THE
CARD SYSTEM
Through connecting
with people via the card system, Gary has had many positive responses. He says,
"I have received touching comments, hugs, and praise from people. Many of
the cards have downloaded photos on them that I have taken of the people with
my digital camera (which I keep with me), and I hear that they put the cards on
their mantels at home or post them at their office. Some tell me about the
'wonderful' card they received from me."
"Because I am
keeping my name available in their minds, when they need or want to refer
someone for the services I provide, they think of me. I am getting more and
more business. In fact, I expect to reduce my Yellow Pages advertising and get
most of my business through referrals."
COSTS OF THE CARD
SYSTEM
Once the system is
set up, generally the cost of the cards is as follows:
49 cents for a
postcard plus 26 cents postage
98 cents for a
greeting card plus 41 cents postage
The set-up fees are
at two levels:
A
"retail" account one-time set-up fee is $99.00. (This translates into
50 postcards and 25 greeting cards.)
The account can be
upgraded to a fee of $298.00 for a wholesale package, which gives you more
features, such as using your own handwriting and having four different
signatures (for example, just your first name, a more formal signature, and so
on). With the upgrade, you receive a 35 percent discount on the cards, meaning
31 cents for a postcard and 62 cents for a greeting card.
Gary has found the
card system so enjoyable and rewarding to use, he has become a distributor.
Through his experience with using the cards to build his practice, he now also
helps others in ministry, counseling, or small business to apply the system to
grow referrals. He welcomes you to contact him, and he can become your coach to
help you set up the process.
For more
information about the card system, contact:
Gary Blake
drgdb@juno.com
913-381-6460
For more information
about COUPLE COMMUNICATION, contact:
Interpersonal
Communication Programs, Inc.
30772 Southview
Drive, #200
Evergreen, CO 80439
Toll-free:
800-328-5099
Ph.: 303-674-2051
Fax: 303-674-4283
Email:
icp@comskills.com
Website for CC:
www.couplecommunication.com
Website for CORE:
www.comskills.com