The Reality of Direct Mail Campaigns

You might consider direct mail as a way to stand out in a digital world.

While sending personalized mail can feel unique and personal, the results may not always match the effort.

Early in my career, I was convinced that direct mail would set me apart. I invested over $1,000 in a postcard campaign, confident that this tactile approach would capture attention.

The result? One solitary phone call that never converted into a client. 

The lesson here is that being unique doesn’t always translate to effectiveness—sometimes, the combined message and medium matter the most.

Does More Personalization help?

Undeterred by the initial setback, I blamed the quality of the mailing list rather than the medium itself.

I accessed an InfoUSA database through my local library to create a tailored list of new, service-based businesses in my area.

This time, I sent personalized Thanksgiving cards with handwritten notes instead of generic postcards.

While more personal, this approach only resulted in sore hands and the realization that effort doesn’t always equal results.

If you’re going to spend the money/time on physical mail, you might want to contact a direct marketer for help with your messaging.

The Shift to Appreciation Marketing

If cold outreach isn’t yielding results, consider shifting to appreciation marketing.

Sending postcards or notes to existing clients and connections, thanking them for their business, can strengthen relationships.

This approach feels more fulfilling and leads to increased client retention and future opportunities.

Learning from Other Marketing Attempts

I’ve tried various other methods with mixed results:

• Exhibiting at Business Events: This may work great for you if you’re an extrovert. As an introvert, despite my best efforts to make my booth inviting, I struggled with engaging attendees.
• Social Media Engagement: Following leads on social media and trying to interact felt awkward and rarely converted. Over time, I’ve learned that authentic interactions, not forced engagements, yield better results.
• YouTube and Blogging: Creating content that answers your audience’s questions and provides valuable resources positions you as an expert and builds trust. My YouTube channel and blog have become valuable client resources and established my expertise in the field.

Finding Success in Community and Authenticity

Instead of relying solely on outbound marketing, focus on building genuine relationships:

• Professional Networks: Join bookkeeping groups and business communities where you can connect, share knowledge, and build confidence.
• Vendor Relationships: Get to know the vendors and tools you work with. They can provide insider advantages and networking opportunities.

Keep Experimenting and Stay Open

Marketing your bookkeeping business is about staying flexible and being willing to adjust your approach.

While some methods may not work, others might surprise you.

The key is to keep trying different strategies, learning from your experiences, and finding what feels authentic.

Share Your Story

What marketing strategies have you tried? What worked for you, and what didn’t? Let’s learn from each other.

Share your experiences in the comments or join our discussions on Gentle Frog’s Bookkeeping Lily Pad on Facebook.

Together, we can explore the best ways to market bookkeeping services and grow our businesses authentically.