As discussed in part one, your USP is your Unique Selling Proposition. This is what sets your service apart from everyone else in your community. Your USP is part of the message that you convey to your prospects. Your message, the media that you use to convey that message, the market you are sending the message to must match. If they don't match, the result can be an expensive lesson with poor results.

To maximize direct mail response there are certain elements that must exist on the direct mail piece to capture the best return on investment. A formula I like to use looks like this:

I(F)+E+E+O= $$$

I= Interrupt

(F)= w/frequency

E = Engage

E= Educate

O= Offer

$$$= more clients!

Any marketing piece that you create needs to use this formula for maximum results. Your headline needs to INTERRUPT the readers thought process, and your piece needs to be seen with FREQUENCY. Your copy must immediately ENGAGE the reader and capture their attention. Your copy must EDUCATE your prospect. Finally, you always need to include a FREE OFFER. After all, without an offer, most readers have little or no incentive to pick up the phone and call you.

Every postcard, newspaper ad, yellow pages ad, and Google AdWords ad needs to include these elements. For custom ads and assistance, I recommend subscribing to The Ultimate Senior Service Gold+ Newsletter. This newsletter offers senior service providers an inside look at the right way to market their business, and attract the type of clients they really want.