The Marketing Guy.
By: Craig Valine
Craig@biznetonline.com
For March 1999
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The Marketing Guy. |
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DON'T FAIL TO CAPTURE THE NAMES, ADDRESSES AND/OR PHONE NUMBERS OF YOUR PROSPECTS
Of all the marketing mistakes to make, I feel that this has caused the loss of thousands of dollars every month more than any other. Yet it is by far the simplest mistake to correct!
Why a business would spend thousands of dollars to get a client in the door and them let them call or walk in without getting their name and address and any other information from them is beyond me! I don't know why, but 90% of the businesses in America don't ever bother to keep track of their loyal clients, let alone any prospects!
Your mailing list, or client database is your biggest source of lifetime profits!
Here's why you should keep track of every client and every prospect:
1) According to Fortune Magazine, it costs 5 times as much to generate a new client than to resell an existing client. Existing clients are almost as good as money in the bank!
2) Your existing clients already trust you and know you. They've received relief from you and (hopefully) have had a positive experience with you. Resistance is low.
3) They know you'll deliver on your promises, because you've delivered before with energy and promptness (haven't you?).
All you need to do is develop a systematic way of keeping track of them, and asking them to come in to see you more often. Computer databases are easy to come by, and more affordable than ever.
If you don't want to bother with computers, that's OK. Just make-up and hand-write on a client index card that has your client's name, address, and phone number on it. A simple 3x5 card will do nicely and attach it to their files. A list like this opens the door to developing a profitable, long-term relationship.
Do you see how valuable this list becomes? When I consult with a business, one of the first things I do is ask if they have a customer list. If they do, then I know I can increase sales dramatically in just a few short weeks.
To make a list profitable, recent studies show that you should contact them once every 21 days. A minimum of once a month.
Here are some ideas for staying in touch:
1) Sponsor some kind of information-based event. A workshop, seminar, luncheon with guest speaker, etc. Anything that would be of interest to your clients and prospects.
2) Send a postcard announcing a private session with special discounts or added services exclusively for your loyal clients.
3) Send a postcard with pain relief tips on it for easy, quick reference.
By collecting the names, addresses and phone numbers of your clients and prospects, you will be in a position to increase the profits earned from each client anywhere from 35-200%.
Keep track of those names. See you next month!
If you would like to know more about how to market your business effectively, e-mail the "Marketing Guy" at marketingguy@biznetonline.com
Craig Valine is a marketing consultant and copywriter specializing in direct response advertising. He writes ads, direct-mail packages, and sales letters for clients in the Los Angeles area. He is currently working on a book entitled, "How to Get Up Off Your Marketing Assets (and Start Making More Money!). Craig can be reached at 260 South Lake Avenue, Ste. 128, Pasadena, California 91101, (626) 744-1739, MktgSquared@earthlink.net.
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| Because It's The Right Thing To Do. | ||