MONTHLY CARD. For your regular customers you may consider sending them a regular monthly or quarterly letter or card. If you wrote them a letter you could use the calligraphy pen and photocopy technique I showed you earlier to save time and makeit a personal approach. You could write a letter at the appropriate time to inform them of what to do to help their lawn. In the winter you could send tips on house plants. Your customers will be so surprised to hear from you in this manner that they are sure to tell their friends. In doing this you also increase your chance of repeat business in the next year.
If you think that this is a little bit too much effort, consider the amount of effort and cost you invested to get these customers originally and how much it will cost to replace these customers. It is possible to make your business grow at an astonishing rate of 50 to 100% per year! Can you imagine doubling your income every year? This can only be accomplished by taking care of your previous customers with a high standard of excellence so they don't look elsewhere for their needs next year. Then you can concentrate on building upon that customer base. If you sent out 200 letters per month it would cost you only about $120 postage ( 59 CENTS X 200) and your letterhead. Using the timesaving method I showed you it would only take a couple hours to complete this mailing [most of the time is spent addressing the envelopes]. How many referrals or repeat orders would it take to recover $120? The large companies have figured this out years ago; that's why you get all those 'junk mail' letters with your name spelled wrong. Even with all their mistakes and how impersonal the computer letter is they turn a profit on the mailings. Imagine how pleasant it would be to receive a PERSONAL HANDWRITTEN LETTER WITH THEIR NAME SPELLED RIGHT!