I am often known to talk about the need for companies to communicate with customers and potential customers on all sorts of issues in a relaxed and informal style.

It is something that I try to do, not only here but also on the daily DMS news service that runs via email.  (If you don’t receive these emails you can sign up free of charge by emailing direct-mail-secrets-subscribe@yahoogroups.com and then just clicking reply to the confirmation email.

But here’s a thought.  Why do I bother with those emails and this blog?

The email service is just finishing its tenth year - it started on January 2, 2000.  And as of today we have around 1000 members on the group.

Over the years the format has changed.  Initially I included regular information on all aspects of direct mail, but since then we have expanded to include email, blogs and web sites.   Creative issues have moved to another group – Creative Direct.  (Creativedirect-subscribe@yahoogroups.com if you want to join that one.  And a while back this blog was added as well.

Over the years there have been a few attempts to set up rival news services, some of which have claimed massive circulations, and which have then ceased publication.   One or two have even lifted the occasional article from here or from the How To section of www.hamilton-house.com but we seem to have ridden out most of these interruptions.

So, why do I spend my time writing a newsletter five days a week, with just a couple of weeks off in the summer and at Christmas?

Quite simply because about 40% of the calls from potential new customers we get involve the caller saying, “I have been reading your news service for a while and…”   In short it pays for itself in terms of getting HHM customers.

I believe that many companies in all sorts of fields could benefit by doing regular news items to potential customers.  If you are interested in exploring the idea, in confidence, for your company, give me a call.  01536 399 013.

Tony Attwood

Hamilton House Mailings