Print-Plus: Printing Money

Recognize the importance of prospecting. I always tell our customers that you want to go fishing when the fish are biting. New buyers are the lifeblood of any business, and response rates will be maximized during the holiday season. Be sure to maintain your 12-month buyer count. At minimum, replace the buyer count lost to attrition. If you desire to grow, then focus on increasing your 12-month buyer count. If the size of your 12-month buyer count increases 10 percent, your sales will increase by approximately the same percentage. When prospecting, be sure to maintain the proper balance between circulation to the housefile vs. to prospects. And consider lifetime value when investing to acquire new buyers. Take a longer view on the payback of that investment.