Direct mail has long been a standard tool in the small-business marketing workshop. From black and white flyer's to full-colour catalogs, it is a comfortable vehicle for most business owners to get the word out on products, services and special offers. However, if you rely on this method alone to let prospective customers know about your offers, you could be neglecting a cost-effective means of promoting your business.

Direct mail can be a very powerful way to contact customers, but it is not cheap. Expect to spend time and money on design, printing, paper and postage. How often can you afford to contact thousands of people? Once a month? Once every six months? Once a year? In today’s competitive marketplace, that may not be often enough to establish your presence with prospective customers. More businesses are adding e-mail promotions to their marketing repertoire-regardless of whether or not they have a Web site.

When designing your ad keep these ideas in mind:

1.  Your ad should attract attention. Make sure the headline is clever and the image is unique.