First, get a good mailing list by finding a qualified, reputable company that can provide you with a list of up-to-date names and addresses. Once you decide upon a mailing list company, don't just sit there waiting for the list; develop your mail piece instead.

Not all mailing list companies provide mail pieces, so you may have to find your own means of producing it. It's essential to have it ready to go when your list arrives, but the most important question is still whether it can spark interest and whether it will achieve what you're hoping for.

You must have a good mailing list and a good mail piece for your goals to be realized. Like words and actions, a combination of both is required to make it work.

Maximize Its Effectiveness

There are many methods of advertising through the mail. Some people use promotional items and others mail only flyers, brochures, letters, postcards or coupons. Statistics show that using promotional items and postcards is generally the most effective approach, although it's not so much what you do, but how you do it.

For example, a black-and-white flyer you print might not get as much response as one that's done by a professional printer. Indeed, your mail piece should look professional because it speaks for you and says a lot about the character of your business. In fact, it tells whether or not you're a professional.

The piece must also capture attention and interest. That's why it must be something "special." It must be something that any home owner will take the time to read, including yourself. Judging the impact of an in-house job can be difficult, however, because you can't really separate yourself from it.

Consider Professional Help

Another point is this: you're in the business of carwashing, not designing mail pieces. A mail piece is generally better when it's done by a professional advertising or public relations firm. This doesn't mean the cost of your mail piece must be outrageous; it means instead that you must have a budget that coincides with your objectives.

Most advertising agencies and public relations firms work on an hourly basis. Usually you "get what you pay for," although it's hard to put a price on creativity. In fact, most advertising and public relations people feel they're underpaid and unappreciated because of this. By understanding where the advertising or public relations person is coming from, you can lower your costs. Before you speak to them:

* Know what you want to achieve. Then discuss with them the best approach to get what you want. Allow them to come up with some ideas and designs. Once you reach an agreement about what your mail piece should say and look like; what kind of paper it should be printed on; and the type style, graphics, colors and size that will be used; put it to the test.

* Proofread your mail piece thoroughly before it's printed. Keep track of the results you get from it. There are a number of ways to do this, such as offering a free gift to customers who bring the postcard with them at the time of purchase.

Your piece might also say, "Call or stop by and ask for Al." You can then be assured prospects who ask for Al have read the piece (especially if there is no Al at your wash).

* Give your first effort at least six months to prevail. If you find it isn't working, change it -- but remember it's an investment. It's important to give it a thorough chance.

Do It Yourself

You can also opt to do your own mail piece. With the aid of computers and laser printers, almost anything is possible. Keep the piece simple, uncrowded and interesting. Make your sentences clear and concise. If you want something to stand out, put it in bold print or underline it.

Choose colors that stand out. Most people's eyes are caught by the combination of red, white and blue. You may want to incorporate your wash's own special qualities into the piece by designing a logo. A logo stands out, and people subconsciously remember it and you.

The size of your mail piece isn't important. It's what you say and how you say it, and the quality of it, that motivates the customer. Be critical of yourself and compile your information properly. Say to yourself, "Would this get my attention and would I take the time to read it?"

Pictures Help

A picture or graphic is always helpful in this regard. Select your artists carefully and be sure to take a good look at their portfolios. Choose your words equally carefully so the artist envisions what you want to say.

When you're ready to print your mail piece, look for an experienced printer. Seek someone who can show you the quality and price you're looking for. Prices should be competitive, but quality may differ greatly. Then proofread your copy again, before it goes to press. Most printers have you sign a waiver so they're not liable for errors.

Make sure the printer can accommodate your needs promptly. If you're doing a bulk mailing, the printer can put the postage on your mail piece, but you must go to the post office and get a bulk mail permit.

Kathryn Haselden is president of Kathryn Haselden Public Relations, Agoura Hills, CA, and represents Homeowners Marketing Services, Inc., North Hollywood, CA.