04/ 02/ 2002
Customers usually examine invoices closely before paying, so whatever information you choose to include will likely be seen. So why not add a little marketing punch to your invoices? Jeffrey Moses explains in today's Workshop.
While you can handwrite or stamp your sales message on invoices individually, computer generation is by far the most time effective when sending out large numbers of invoices. Add the text to your invoice template and print it in red, green or blue to differentiate it from the invoice content.
It's best to include information on promotions. Plan ahead so you can include messages in plenty of time for your customers to prepare. Also good are:
- information about seasonal products or services;
- mention of new items or services being offered, special discounts or closeouts; and
- company news such as store openings and new staff.
Keep your message to two or three sentences. A lengthier message may seem out of place and too pushy on an invoice.
Make sure you present your message in a professional way. For example:
"As a valued customer, you are invited to attend our special one-day Customers Only Sale. All our regular items will be marked down at least 15%, and selected items will be up to 40% off regular price. This sale will not be open to the public, so mark it on your calendar!"
Messages such as this are non-obtrusive and are a great way to generate free advertising. Saying your offers are for "preferred" or "valued" customers has a ring of truth when included on an invoice. Unlike a general mailing, an invoice only reaches those who are already paying customers and will appreciate sales and information that are specifically tailored to them.
