We have routine visits with our clients where we update them with what was accomplished in the previous period and what we have coming in the next. We also try to answer any questions the client has about the market, his marketing assets and their performance or planning the next strategic move.
In this context, one of the questions he asked was one of the very basic ones in marketing. Where do I find new customers to send my messages to?
Though this can be a very easy question to answer, or a tough one depending on what exactly your customer is looking for, the answer is all around you.
Just because the web has become a nice tool to market, the old ways of marketing are still going strong. Do not forget the trusty old newspaper ad, the magazine ( at least in my hometown we have scores of them) offering ad spots at very decent prices.
Then there are the collaborative mailers such as VALPAK. A few of my clients are regulars in such mailings. The returns may not be as great as some other media, but the cost for mailing is also negligible.
The lesson is this: Dont forget the old and the useful just because the shiny new thing has caught your eye!
To Ever Greater Profits ,
Starting your own business; But dont know if you would be good at it?
Here is how you can be sure. Volunteer for a not-for-profit.
If you can get other volunteers to do what you want them to do for the organization, then you know that you are a person who can manage employees in a business.
Volunteering also gives you the ability to understand many areas that you previously had no experience in. You can learn about marketing, financial accounting, managing resources, customer service as well as fundraising. All very important aspects of running a business.
That your effort will help someone in need, just the cherry on the pie!
When you sit down to write your sales letter, you first identify your best customer. You identify his or her age, marital status, location, income etc. Now you write the letter to him.
Wait, dont write with him in mind. Because if your customer is middle aged and carries a beer belly, he really doesnt exist. Write to the person your customer likes to be.
So write to the rugged, still young, making-the-girls-blush strapping young man who will benefit from your product. Write to the man who will without a moments notice realize that he is who your product is meant for. Write to the inner self and the outer self is pleased.
Getting your customer to be pleased with you is but the first step to making a sale.
And when you write to the man of his dreams, your customer will naturally, almost without noticing get your message and do what you ask him to do.