So this is a good place to vent my thoughts. When I first started, I was desperate to make the phone ring. EDDM Retail had just come out by the USPS and I learned everything I could about it. I knew more than the postal employees. I dreaded, and still do at times, delivering my bundles to the post office. The counter people had a look of fear in their eyes when they would see me wheel in my cart loaded with 5,000 fliers. They were so clueless on how to process it. I'd make sure my paperwork was in order and have printed copies of the instructions from the USPS website in my hand. Often times I'd have to walk the Postal worker through the process, explaining to them what boxes needed checking and how the bundle count was documented. I'd always pay online so when I arrived at the post office it would be easy for them to just scan and take it. Also, in my mind, since I had prepaid online they would be forced to take it from me, no matter what. My theory on EDDM is that it has to be simple, colorful, big enough that the customer can't ignore it, and have a family picture. Seemed to work for me. If you don't have a family, run up next to a kid at the local city park and start taking pictures. I hear that's a good way to make friends.
Now for my next thought. I find myself becoming more eccentric the longer I do this. I'm no longer worried about the phone ringing and I don't market to the coupon clippers anymore. I think it's important to remember where you started and not forget that, especially when giving advice to new guys. A well seasoned business is different from a guy starting up with a shitter van and a porty. I remember when I first started thinking that everyone was full of crap that claimed they were making $100 per hour. Now I regularly do it, and sometime quite a bit more, sometime less. We all want to make the big money, but in my case, when I was just starting out, I was incapable of making the big money due to my lack of experience and equipment. With my porty it would take me 5 hours to clean a three bedroom house. How did I do it? Keeping that in mind, when I talk with guys asking me for advise, I first try and gauge where they're at in their businesses, then try to advise them what next building blocks should be implemented. My first EDDM $99 whole house special up to 1,600 sqft almost killed me, but it blasted me out of a cannon. Within the first year I had 200 customers. So I can't forget how and where I started. I still haven't figured it all out and lean on many of you for advice. My business is ready to take the next exponential step, but pushing through the wall has been tough.
That being said, I see something happening to me that happens to alot of the great musicians and actors. I'm only using them as an example because it makes my point clear. I'm by no means saying I'm a famous singer or actor, even though I am the fat Tom Cruise. You see guys like Freddie Mercury, Brian Wilson, Bobby Darin, Robbin Williams, all the Beatles. Once they got to a point of "making it" they all stepped away and started experimenting and becoming more artistic within their mediums. That's how I feel. I no longer cater to price shoppers and offer coupons. I feel what I do is an art and enjoy creating for the connoisseur. Let's just hope I don't fall on my face like Freddie Mercury did with his 1985 Mr. Bad Guy album.
