By Paul Barrs

How long has it been since you sent out a letter to your customers? A few weeks? Months? A year or two? Maybe it was last Christmas.

How long has it been since you sent out a letter to your “prospective” customers? Yes, the people who haven’t yet even bought anything from you? Maybe even longer?

Though not unique, it is understandable.

For any small business the logistics involved in keeping in touch with a customer base and...