The expiration date on your new mover welcome gift depends on your business. For a pizza place, I usually suggest about two months. For a dentist, it might be six months or a year. People aren’t making those decisions on the same schedule. They might be ready to try a pizza place this weekend. Finding a dentist could come after they’ve unpacked, gotten their kids into school, and settled into their new routine. Sometimes we use “Offer expires in 90 days” instead of printing a

“Who should I mail to?” People often come to me asking for a mailing list. My first question is usually, “Tell me about your business. What are you trying to accomplish?” Are you trying to bring in new regular customers? Promote a grand opening? Get people to discover a location that’s a little hard to find? Those are different goals, and they can call for different audiences. Before we start picking ZIP codes or drawing circles on a map, let’s talk about who you serve and wh