Direct Mail Marketing for your Process Service Business

I recently received an email from a process server who recently started his own process serving business. He had read my book, “The Business End of Process Service” and had a few questions about marketing his business. I felt it might be helpful to others to share my response.

His first question was about direct mail and whether it mattered where or how his post cards were sent as long as they made it to the law office. He also wanted to know if there was a way to consolidate post card sending and gear it toward a specific target to increase chances of it being seen.

When it comes to direct mailing, the key is to go high volume to a specific target group. In this case your direct mail piece (post cards) would be targeted to law firms. It does not matter if the post cards are addressed to the attorney because the legal secretary will generally be the one to sort through the mail as it comes in. Post cards, or for that matter most any direct mail,  operates strictly by the numbers; the more you send the better your chances that someone who is in need of a process server will find your card in their mail box.

Typically, most established law firms will already be working with a process server. Sometimes, however, the server they are using may not be providing good service and the law firm may already be on the lookout for a replacement. If you are sending out high volume, chances are the very day they are thinking of replacing their server is the day they receive your post card.

By high volume send outs, I am referring to sending anywhere from 100 to 1000 per week. Once you have sent post cards to every attorney on your list, resend them to the entire list again, and again, and again. This is known as a marketing campaign, where you market to the same target over and over. You can use the same card or you may want to vary it a little to see which style of card brings about the best results.

The reason for being redundant and repetitive is that usually, from a marketing standpoint, a customer may not pay much attention to you the first time your postcard arrives. After they have seen it 4-5 times you are then, on a subconscious level, “on their radar”. High volume is more likely to equal having your post card land on someone’s desk at just the right time.

Next post, I’ll share my thoughts on attending association events to market your business. More information on this and other relevant topics to running a process server business are available in my book “The Business End of Process, Running a Process Service Company From the Ground Up” available on Amazon.com. http://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-keywords=%22The+Business+End+of+Process%22&rh=i%3Aaps%2Ck%3A%22The+Business+End+of+Process%22&ajr=0.