While you don’t have to be married to start a business, it makes things a whole lot easier.

You usually have a second income as a safety net, your biggest fan is “in-house” and you have a lot of shared resources. In fact, one of your greatest business resources may just be your wedding list. Finally, a pay-off for hand-addressing those 200 invitations!

One reason that a wedding list can be valuable is because it is filled with the names of those who most want you to succeed — your friends and family (including your in-laws, who really DO want you to succeed).  And since the average wedding has about 200 attendees, that’s a great jump-start for any business, new or old. With that in mind, I’ve developed a few ideas about how you can use your wedding list to increase your company’s bottom line:

•Keep them in the loop. If you are just starting out in business, send a postcard to your wedding list letting them know about your new venture. If you are opening a retail establishment, consider including a coupon. If you have been in business a while, send them an e-mail or postcard with a photo of your latest accomplishment.  You’d be surprised at how long a friend or family member will leave it on the refrigerator.

•Be inclusive. Leave everyone on your mailing list for general mailings or e-mails about your company. You never know who may live next door to your great-aunt Ruth or who may play golf with Uncle Bob.

•Depend on the kindness of family. You should remember that you need to have more than just your immediate family and friends purchasing products or services from you. What you really need is THEIR friends and family. So ask them for their help and make it easy for them to pass your name or business information along. 

•Know your target market. Make sure you can describe your target market in “non-jargon” terms. If you are lucky enough to have some of your target market on your wedding list, create a direct-mail piece, a letter or e-mail with a special offer just for them.  And then ask them to pass it along to their closest friends.

•Put them on the guest list. You can stack the deck with a group of your biggest fans if you include this valuable group when you are hosting an open house at your company or sponsoring a special event.

•Follow-up is even more important with family. If you think forgetting to send a thank-you note for a wedding gift is a social faux pas, try taking a referral from a family member for granted. Make sure you follow up with any business that is sent your way by family, whether it works out or not. After all, you don’t want to be left out of the will.

These are a few ways your wedding list can help increase your customer base and your bottom line. I’m sure if you talk to your spouse (the greatest asset), you’ll find even more. 

Janice Malone, a Mobile-based marketing consultant and speaker, is the executive director of BNI Southern Alabama/Northwest Florida Region.

For more information, contact Janice Malone at jmalone@bni.com and (251)479-1329 (in Mobile) or 1(800) 781-9599 (outside Mobile).