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Marketing Resource Center |
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Utilizing Your Best Hidden Asset To Increase Sales
You probably already have in your possession one of the most valuable and powerful assets you can possibly own. But if you're like most business people you probably aren't using it to its full potential. It's very easy to tap into its power -- and it is very powerful. What could this valuable asset possibly be? Your mailing list. (You do have one don't you?) Your mailing list is a surefire way to get repeat business and to bring in new customers but only if you're using it. Don't worry if your list isn't in a usable form yet. You may be further along than you realize and using these 6 tips will make the task easier: 1. Determine what information you already have. You probably already have more mailing data than you realize. Start with your invoicing and sales records. Do you have a stack of business cards lying around that you've collected at networking events? 2. Gather more names and addresses. With so many privacy concerns these days people are not as willing as they once were to give out personal information. But often they are more than willing to complete a form if they think they might win a contest or get something for free. Are you a member of your chamber of commerce or some other networking group? You can often get their membership lists for free or a nominal fee. You can also buy lists of people who have bought products and services similar to yours. 3. Give something away to say thanks. Your customers and prospects will expect something in return for giving you their information. It can be anything of perceived value. Free reports. Coffee mugs, t-shirts, pens one of your products or discount coupons. A candle retailer I know holds a drawing for one of their most popular candle scents every month and their customers are eager for a chance to win and gladly provide their mailing information. 4. Keep track with a database. Once you've gathered the information you need, put it into a contact database where you can easily access the info and create mailing labels. Include additional information such as birthdays, anniversaries, special interests and needs. A bed and breakfast owner uses upcoming anniversaries as an opportunity to send a greeting card and an invitation to come back to the inn to celebrate. 5. Brainstorm ideas for using your list. Newsletters. Postcards. Coupons. Thank you notes. Greeting cards. Flyers. There are hundreds of ways to stay in touch. 6. Use your list. There is a lot of advertising clutter out there. All the more reason to keep your name forefront in your customer's minds so they remember you when they're ready to buy. This means sending continual reminders. Mail something to your list at least once each quarter or more often if your budget allows. (If you want to do your own marketing but could use the help of a patient teacher to get you started in the right direction, connect with Marty Marsh at http://www.martymarsh.com. His Marketing Mastery TeleClass program can have you successfully marketing your small business in as little as one hour a week.)
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