I'd Buy That for a Dollar

There are only two ways to make more money in any business: reduce costs and sell more products or services. There are lots of ways to "sell more," but the easiest way is to get more work from your existing customers.

80% of your business is typically repeat customers. But about 80% of most marketing campaigns focus on new business. Marketing campaigns that are heavily focused on bringing in new customers ignore the fabulous potential of what you already have: a viable relationship with your current customers.

One marketing method that is tried and true for reaching an existing customer base is the customer survey. It allows customers to voice their opinions, share their concerns, and see how much you truly care about what they have to say.

Creating a survey is a fairly straightforward process. Getting your customers to respond to it might require a little extra work. One way to boost your response rate is to include a little cash with the survey as a way of thanking customers for their replies.

That's right. I said cash. Send a dollar or two with each survey. Not "we'll pay you on completion" or "here's something worth a dollar." Let your customers open up the mailer and have a dollar bill fall out. You may be amazed at the return you get!

The benefits of a survey are well worth the cost. Remember you are sending this to your EXISTING customers. They already know you, and they will give you invaluble information about what they aren't buying from you... and WHY!

There are many ways to increase response with your direct mail. Give us a call at 877-322-0773 to discuss how we can increase yours!

Don't Assume

Never assume your current clients know all you can do for them. The best way to get more business is to get more from existing customers. The only way you can do that is to keep telling them all that you do. One marketing strategy for this is to send out a printed piece that lists all the things you do followed by pieces that expand on each individual item. The way a printer might do this is to create a piece that talks about brochures, business cards, wide format printing, book binding, and so forth, with a short paragraph about each thing. This would then be followed with a postcard that talks more about each individual item.

This strategy works well for most businesses -- from lawn care to lawyers. Mowing, landscaping, xeriscaping, etc., followed by details of what each of those things is and why. Litigation, taxes, wills, etc., you get the picture.

Keep telling people about the things you do, and don't get frustrated if they don't seem to "get it" right away. No matter how many years I've been working with a printing client, I still get people walking in who say, "Oh, you do that? I had no idea!" It can be frustrating when you think you've gotten your message out...but that sentence is an opportunity for me to tell people about all my printing and marketing services...and it is an opportunity for you to tell people what you do, too.