Get the Most From Your Lettershop
By Denny Hatch
Geography, says Dick Goldsmith, the immensely knowledgeable proprietor of The Horah Group in New York, is the most important thing in choosing a lettershop.
It is imperative that your lettershop be near your printer, he asserts. Otherwise any savings realized through efficient and economical printing will be eaten up transporting the printed pieces to a distant lettershop. Ask your printer which are the best local lettershops he deals with and sound them out.
Equipment and Expertise. Make sure the lettershop you find has the equipment to execute your mailing in the needed quantities. And discern if your type of work is the shop's primary business. You don't want a lettershop that takes your job—even if it's not its particular area of expertise.
Also find out if this proposed vendor has the know-how to take advantage of all U.S. Postal Service classification regulations, so that you get deliverability while paying the least amount of postage.
References. The next most important step is to get references—the names of some clients who've used this lettershop. Ask the references the following questions: