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Your complete mailing should consist of a short cover letter
inviting the recipient to avail himself of your services; a
brochure explaining your services in greater detail; postage paid
business reply card. The mailing envelope and the cover letter
should be addressed to each business owner or personnel manager by
name.
Pay the cost of a bulk rate third class postage permit; have
your permit indicia imprinted on your mailing envelopes; and
organize your mailings to get between 200 and 500 letters into the
mail three days a week, every single week. Don't skimp on your
direct mail advertising efforts, because this will be the
lifeblood of your success.
Your newspaper ads for qualified workers looking for temporary
assignments should be display ads in the "Help Wanted" section.
Most such ads are one column wide by 3 to 6 inches deep. Be sure
you have an ad running in the Sunday paper, and at least one more
on Wednesday or Thursday. Before you even start soliciting
accounts, you could run an ad one column by 6 inches deep every
day for a month.
These ads should invite the readers to come in and register
with your company. Work with your free-lance copywriter to say
what you want to say. Overall, though, these ads should explain
that you have plenty of jobs going begging; that the worker sets
his own days to work, and can take jobs as often or as seldom as
he likes. Stress the real advantage of "paychecks on your terms"
- an impossibility with a nine-to-five job. (There are reports
of employed persons coming in to interview, going back and
quitting regular jobs, and becoming great "temporaries." ) Don't
forget to send out news releases to all the media in your area
when you open for business. Leave yourself open for broadcast talk
show interviews, and when you promote someone, pass special
mile-stones, or become involved in unusual stories in connection
with your business, at least telephone the media and give them this
information.
The most important requisite for success, however, is
consistent advertising. In a city of 100,000 population, you
should budget $10,000 for your first year advertising. Plus, get
involved in as many promotions and as much public relations
contact and publicity coverage as possible. Once you're beyond
the "break-even" point in your business, you will allocate funds
for advertising based on your gross income.
In day-to-day operations, your manager will interview
applicants; do testing; talk with clients; solve problems; take
orders from employers; and make job assignments. Usually, his
busiest time will be right after lunch when job orders start to
come in. With this in mind, you might want to arrange for him to
take an early lunch period.
While your manager is "running the show" your sales person
will be making telephone calls in the mornings, and in person
during the afternoons. It's a very good idea to send out your
direct mail advertising one week, and then call on these same
people, either by phone or in person, the next week. Remember
that your sales calls should be relaxed visits, allowing the
prospect to learn more of your business and the kinds of people
you have available. During each sales call, the prospect should
be left with the feeling that your company can save him money,
solve a lot of production and scheduling problems, and take the
exasperation out of his personnel requirements.
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