Every day I get postal mail and email advertising that obviously wastes a large part of the sender's money and time. Both of the following advertisements arrived today. Can you identify the same major mistake in each that will chase away most of their potential customers?

The first message came by email. It promotes a network marketing business opportunity. No person's name appears anywhere in the message. The only contact information is a website address. I clicked on the address and went to the website. Several pages of text and pictures do a good job of selling the business opportunity. The "Sign Up Page" asks for a lot of information about me but reveals nothing about the identity of the distributor who gets paid if I sign up.

The next promotion came by postal mail. It was sent in a plain white envelope with my name and address computer printed on a label and no return address. Inside is an attractive sales circular offering a book about tax reduction strategies for small business owners. No person's name appears anywhere on the envelope or in the circular. The order form includes a company name and a handwritten 5 digit number labeled "Dept" as part of the company's address. This number probably identifies the distributor who sent the circular. The circular asks me to send $43.95 in cash, check or money order to get the book.

A real person spent money and time to send each of these messages. They expected to generate enough business to cover expenses and make a profit. Instead, each one chased away more interested prospects than they sold. Do you know why? Because they didn't include their real names and personal contact information. The most valuable benefit you can offer to potential customers is -- YOU!

Copy Big Business

All big companies publicize the names of their top executives and the public can reach their offices. Usually a staff of courteous, consumer oriented subordinates handles the calls and correspondence. They make sure every customer and potential customer feels important enough to have access to the executive offices. Why do big companies do this? Because they realize how important personalized attention is to customers. They also know it contributes to the company's bottom line. Most owners and executives of large businesses understand this. Many small business owners do not.

I talk with small business owners every week who use recorded phone messages, fax on demand, autoresponders, websites, etc. without providing a way for potential customers to contact them directly. They don't realize how much business they're losing from potential customers who want to communicate with a real person.

Personalize Your Automatic Systems

I'm not suggesting you stop using automated systems. You should use them whenever you can. These valuable tools enable you to eliminate repetitive, routine procedures so you can devote more time to the productive functions of building your business. However, they insulate you from your potential customers and depersonalize your communications.

Make it easy for prospects and customers to reach you. Include your name, address and phone number in everything you use to promote business -- including your "automatic" communications. This also applies to web pages and email messages. If calls made to the phone number in your promotional material do not come to you, include your own phone number too.

Publicizing your real name and personal contact information enhances your credibility. The volume of additional business it generates may surprise you.