Image is everything, right? Most advertisers seem to think so, anyway. Many advertisements want to convey the idea that if we have the right image, then good things will happen to us. In some respects, that can be true. Do people ever treat you differently when you're wearing business attire than when you're wearing casual clothes or "grubbies?" I've had that experience occasionally. Image can really make a difference. But how does that apply to mailorder/MLM?

You never have a second chance to make a first impression. This is advice often given to job seekers about interviewing. It also applies in sales calls. In direct mail marketing, it's your stationery and sales literature that project your image. Little things, such as how you address an envelope and how you pay your postage can and do reflect on you and your business. They do make an impression. Is it the impression that you're intending to make?

A cardinal rule is, "You cannot not communicate." Everything that you send, say or do says something about your business. It would pay to take some time to think about what it is that you're trying to communicate and adapting your business procedures accordingly. It's also important to realize that your perceptions may be, and frequently are, quite different from the perceptions that other people hold. You can choose your image, but can't determine other people's perception of it. Choose an image that you can live with and let other people make up their minds about whether they like it or not. You have other things to think about.

The first thing your prospect sees is your envelope or mailer. For me personally, I expect to see a typed or pre-printed address label, a pre-printed return address or a neat and straight rubber stamped address or a squarely-placed return address label. I expect postage to be neatly and squarely applied, whether by stamp or by meter. I don't like to see a label trying to sell me labels or an envelope trying to sell me envelopes. I tolerate teasers on the outside of envelopes, but don't generally care for them. All of these are signs that tell me the person who sent this mail piece cares about their image as a business person and will also probably care about how their business is run.

Of course, these are my perceptions. I don't care for hand-addressed business offers, poorly printed materials or postage games. My coach, on the other hand, will spend more time reading an offer that is hand addressed, since she feels the sender is trying to take a more personal approach and is not just mailing out to a purchased mailing list.

My coach and I will look at the same mailing piece and see vastly different images. We both do acknowledge, however, that we are different from the run of the mill crowd, in that we actually read everything that we get. I'm sure this will change as our respective businesses grow and time becomes a scarcer resource.

Your envelope or mailer has a very narrow window of time in which to convince your prospect that she needs to read this piece. By and large, as long as your piece presents a neat appearance and avoids the "junk mail" image, you have a good chance of drawing your prospect into your offer.

The stationery they see should be of good quality, in keeping with the nature of your offer. For most of us, a plain 20-pound white paper with a cleanly-printed letterhead is fine. If you're marketing a big bucks luxury product or service, your prospect would expect your presentation to reflect that--perhaps a nice 24-pound laid paper in ivory or light gray, with an engraved letterhead and envelope to match. However, most of us don't need to go that route.

The circular or brochure that you have enclosed should also be of good quality. The printing should be sharp and clear on a good quality paper. Your mailing piece needs to be a demonstration of what a good mailing looks like.

And of course, follow-through is very important. If you present a professional, businesslike image in your sales literature, you should also be professional and businesslike in your operations. Answer inquiries promptly and courteously. Fill orders on time. Resolve problems honestly. If you present a solid business image and run your business soundly in all of your business relationships, you will be rewarded with a good reputation and a growing bottom line on the balance sheet.

Dan Carr is a member of "The Revolution Team." To find out how to join "The Revolution Team" as a part of Dan's downline, simply call the 24-hour hotline for free information--(402) 465-3475, ext. C1239.

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