Addressing A Different Sort of Problem

Join the club. I don't want people showing up at my house, either. But there is a disturbing trend to drop mailing addresses from business cards and advertising. The only reason I see and hear my clients who are home-based give is that they don't want customers coming to their homes.

The solution is quite simple and is nothing new. I remember getting this piece of advice in the 80's from a mentor/friend of mine and I believe it still holds true: “If you don't have a street address or use a Post Office Box as a mailing address, that gives the impression that you are less than solid, that you are a temporary concern and may not be around when your customer needs you.”

In this day of virtual business, I entreat all entrepreneurs to think from your contacts' point of view. What do you do for a Yellow Page ad? There are those who still use those to find businesses. What if they met you at a tradeshow, but forgot where you were located and want to find someone who delivers your product locally? What if they need to send you a contract for your services? What if they want to thank you with a card or a gift? There are numerous reasons to have a physical address available for them.

There's an increasing popularity in sending greeting cards to your prospects to seal a deal or touch them in a different way. Look at the phenomenal growth of Send Out Cards ( no affiliation, just an observation). I get one of those at least once a week from all sorts of contacts. It's a disservice to your contacts to not provide some kind of physical address.

Here's what I recommend: Instead of a Post Office Box or your home address, you can rent a box at a mail drop. These are companies you see all the time in your daily travels. There is probably one down the street from you. These are companies like Mailboxes, Etc., The UPS Store, Postal Annex, and so forth. You can find them in your yellow pages or Google for your local area (using a street address, by the way). The investment is minimal but you get a street address as well as much more.

I've used a maildrop for my business address for the last 10 years. When I moved from California to Washington, my mail was forwarded seamlessly for the first 2 months until my change of address took effect. My clients and customers did not have to participate in the craziness of finding a new “home”, setting up the other business services and settling in. I could relax and know that as far as they knew, everything was under control and running smoothly. (Hah!) Using a service has provided freedom from waiting for packages to arrive, security so that if packages or mail (bearing checks!) arrive while I'm out they don't disappear, fax services, packaging and shipping services, copy services and some have even provided 24-hour access.

I recommend you at least check this option out and I request you start putting a mailing address on your business card for the rebels who like snail mail.