Your mailing list is essential to your success. What you need to do is consider who your ideal customer would be and then find a way to target your message directly to them. So, if you say your ideal customer is a man or woman, age 45-55, who drives a Lexus, who lives in Hillsborough, who makes $100,000+ or more and subscribes to Forbes magazine-we can get you that list. It might not be that big of a list, but it is available. Now you probably don't need to be as specific as this, but you can be.

There are two major types of lists available:

Type 1: Compiled Information Lists

Records are taken from directories, phone books, motor vehicle records, etc. Probably the most common way of using a compiled list is to buy a geographic list, like all the residents around a 5-mile radius of your office. Usually this will not yield the greatest results.

An alternative option is to segment a compiled list by demographics (that's the fancy term for age, sex, income, whatever). This is a little better way to target. For example you could specify you only want females, age 50-65, who earn $75k and above.

But, an even better way is to combine them using "Geo/Demo" characteristics. You can pick certain geographic areas and certain demographic characteristics that you desire. Think of your ideal prospect, the more you know them the better targeted-lists you can purchase.

For most people, a good starting point is to comb through your customer records to find common characteristics, like region, age, etc. Or if you sell business-to-business, then you should try to look for common industries or SIC (Standard Industrial Classification) codes that a majority of your business comes from. Your goal is to try to "clone" your best customers!

Type 2: Direct Response Lists

These are lists of respondents to some kind of direct response campaign from mail (catalog, postcard, fundraising), print, ads (magazine, newspaper), infomercials, etc. It is more valuable and expensive. In some cases when the audience is well defined, it makes lots more sense to rent a direct response list because it is more targeted.

But there is one more list that most almost forgets. It's literally a gold mine lying at your feet. And that's your own list: the HOUSE LIST.

If you have not grouped all your customer's names and addresses into a database, you're overlooking an incredible source of added business. This list will be the most powerful & responsive list you can use for offers because these people already know you and like doing business with you. This is important. If you're a business that typically doesn't keep their customer names and addresses, you're missing an incredible source of income. If you're a retailer or restaurant owner, make it a habit for your staff to collect customer names any ways you can! It is absolutely critical! We cannot stress it enough! Good luck.