“The only asset that can be kept safe from every threat and made to appreciate in value year after year is the relationship you have with your customers.” – Dan Kennedy, author, strategic advisor, business coach, and editor of six newsletters
What if I told you that there was a way to bring in more prospects and increase your sales with your current customer base WITHOUT using online marketing tactics?
Without hiring expensive SEO companies (and getting little to no results)…
Without complicated “sales funnels”…
And without buying marketing software that only confuses you?
Is there such a solution?
There is, but you might be surprised when I tell you what it is.
My only request is that you remain open-minded about it and allow me to explain why I think this is one of the most effective marketing tools you can use in your business.
Don’t Take My Word For It… Listen to These Small Business Owners Share Their Incredible Results
One of the best ways to build and maintain your relationship with your customers, clients, and patients and put a fence around your herd so they’ll never leave you is to send a newsletter.
- Frank Lombardo, Pharmacist, and owner of Cook’s Pharmacy has seen nearly a 60 percent increase in natural medicine sales, increased retention and steady growth as a result of doing a newsletter.
- California Chiropractor Dr. Hashimoto attributes the 15-25 referrals he receives every month at his Desert Medical Care & Wellness practice to his newsletter. A number that is 67 percent to 96 percent higher than industry standards.
- UK Optometrist Conor Heaney generated 105 referrals in 12 months from his newsletter. He also experiences increased repeat business, increased spending frequency, and better retention in a very competitive market. His return on investment: 25.2 times cost.
- Accident and injury, medical malpractice, and long-term disability lawyer Ben Glass reports that 70 percent of his revenue comes from his herd, all who receive his newsletter.
(GKIC Small Business Marketing, The No B.S. Marketing Letter, December 2017)
Yes, the humble monthly newsletter gets results.
In fact, these are results you can easily track. Print newsletters arriving by mail, opened, physically handled, read, clipped from, saved, and shared have positive effects that cannot be replicated online.
These types of newsletters work amazingly well to keep in touch with your customers while generating new leads for even MORE customers and clients.
In fact, my favorite stories are when a business owner realizes that they received a new customer or client because someone passed along their newsletter.
How often does that happen with email? Maybe a few times. But usually, people quickly delete emails.
Meanwhile, once your customer or client has your newsletter in her hand, it is much easier to pass it around the office, carry out of an office building, saved, and referred to easily in the future.
Newsletters Build Lifetime Customer Value (LCV)
You already know how tough it is to get a new customer.
It’s estimated that you lost 10 percent or more of your relationship value with your customer each month she doesn’t hear from you. And if you don’t communicate with your customers for six months, you just placed yourself on the same level as one of your competitors.
In other words, starting from ground zero all over again to gain attention.
Your customers and clients have plenty of choices when it comes to listening to marketing messages. If you’ve not reached out to them in months, it wouldn’t be a surprise if they started to pay attention to a competitor who did consistently contact them.
Getting repeat business from your customer and clients is vital to your survival as a business owner. Why not take advantage of a marketing tool that is simple yet yields powerful results?
Newsletters Give You TOMA
TOMA stands for “top of mind awareness.” Marketers use the phrase to describe marketing strategies that will help keep a business in front of a prospective client.
I’ve used email marketing for years and yes, it does work – when you do it on a consistent basis.
The same principle holds true for a newsletter. When your customers and clients receive a monthly newsletter, they pay attention. Although they may not need your product or services at that moment, they’ll definitely think of you when they do have a need – because you stayed in touch with them.
Newsletters Encourage Repeat Business
An old sales adage says, “It is far less expensive to get business from your current client than find a new one.”
Let me give you a “Wildfire Maguire-ism”: Consumers are more skeptical than ever so you must work harder at gaining their trust.
Yes, people buy from those they know, like, and trust. What other opportunity exists to develop that kind of relationship but a fresh, chock-full-of-value newsletter?
When your customers and clients are contacted by you each month, they’ll take stock of whether they need what you’re offering, or not. However, if you make great, irresistible offers on an ongoing basis, there’s an excellent chance you’ll get their business.
This is a much better proposition than spending thousands of dollars to acquire a few new customers. You’re likely sitting on top of a goldmine but didn’t realize it. All it takes is a little effort in order to unearth hidden opportunities.
Newsletters Give Your Business LIFE!
This is one of my favorite reasons why monthly newsletters are so effective.
The world is moving at a faster pace. Change happens quickly. There are days when I feel that it’s all I can do to just hang on! There is always something “new” happening in your industry.
It’s for that very reason that you need a way to communicate those changes and new developments. A newsletter allows you to position your business as one that is vibrant and growing. A newsletter allows you to introduce new products or services, promote events, and make special announcements.
It demonstrates that your business is focused on the future and newsletters give a sense of movement… momentum… so your business looks like it is making progress.
Everyone likes to be part of a winning team. And everyone likes knowing that someone they’ve done business with is achieving their goals. A monthly newsletter is your ticket toward establishing your authority and expert status.
Why not schedule a time with me to talk about how a newsletter could help your business? A quick 15-minute phone call is all it takes. Contact us today!