How not to keep customers… And why it matters.

Dear Reader,

Recently, I made a large purchase from an online retailer of auto parts.

The purchase was in the several thousand dollar range. I’ve also made purchases from this company in the past that have added a few more thousand to their bottom line.

You’d think I’d learn by now that this company, who I will not name because it would just be free advertising for them, doesn’t really want my repeat business. They have never once offered me a further incentive to do business with them.

Now, I’m not asking for anything free. And I’m not complaining I didn’t get what I paid for.

If anything, the service was quick and efficient. I received my products and everything is OK.

But… and this is a big but for those of us who live by selling our services as copywriters and marketing consultants… there has never been any follow up from this company, on my purchases.

Why you need to keep contact with your customers.

Now that I’ve come to realize this particular company is not going to offer me anything in the way of an incentive for my past business, I’ll look elsewhere for my future purchases.

After all, this is a commoditized business. They don’t sell anything I can’t buy somewhere else. And if they don’t differentiate themselves from all the other also ran, I have no reason to stick with them.

You may be asking at about this time, “So, what do you expect them to do?”

And that is a very good question. Here’s my reply:

What they could have done to get more of my precious mullah is, immediately after the sale, offer me, or any one for that matter, a 10% discount coupon on the next single item purchase.

Is that a lot to ask? It’s standard operating procedure in the direct marketing world.

10% won’t break the bank and it shows good will to a customer who has obviously spent quite a sum of money, and therefor time, with them.

Do you make similar mistakes when marketing your business?

If you’re being short sighted as the company I’m talking about above is, then you may be leaving boat loads of money on the table.

This is not rocket science, after all.

But there is a certain level of science to the process. It’s the science of human nature and needing to feel appreciated.

If you can keep your customers interested by offering them continual small incentives to buy from you, you will be seen as “The One” business to do business with.

Next time you have a customer/client spend their hard earned money with you, remember that they could have gone somewhere else to do it and show them “some love.”



What are you reading and what does it mean for you?

Dear Reader,

I like to read.

I read a lot.

It comes with the territory so it’s good that I enjoy reading.

What I don’t enjoy learning though, is how many Americans rarely if ever read books, aren’t interested in reading a book and have no plans of reading a book this year, or the next if they can help it.

I borrowed this chart from an article in the online version of The Atlantic written by Jordan Weissmann on January 21, 2014.

It may be out of date by a year, but trends just don’t change that fast, so I would bet it is still representative of what’s happening right now.

It doesn’t bode well for those of us who work as writers in whatever medium, but predictions of American abilities and tastes have been wrong before and may be again. Either way, you have to take note of this when designing your marketing.

Who will pay attention and read what you have to say?

The good thing about the reading public is, the people who make more money tend to also read more. This is something you need to know in order to market to the affluent among us. It’s where you’ll find the biggest returns on your marketing dollars.

Just for a perspective on my reading, I’m listing below what’s in my current reading corral.

1. No B.S. Ruthless Management of People & Profits Second Edition by Dan Kennedy. ( I’ve read everything he’s written and continue to re-read when I have time.)

2. The King Of Madison Avenue. David Ogilvy and The Making of Modern Advertising by Kenneth Roman. (A great book on the original “Mad Man”.)

3. The Law by Frederic Bastiat from the Ludwig von Mises Institute. (Historical writing on law and personal liberty. Great for perspective on where we are and where we came from to get here.)

4. The 48 Laws of Power by Robert Greene. (Self explanatory, kind of.)

5. No B.S. Sales Success In The New Economy by Dan Kennedy. (You may see a trend developing here. I love the way Dan writes and it appeals to my mid-western sensibilities.)

6. Confessions of an Advertising Man by David Ogilvy. (Actually re-reading again.)

7. Write Everything Right! by Denny Hatch. (I’m a constant student of copywriting and marketing, in case you couldn’t tell.)

Not to mention the few books I have going that are sitting on my nightstand. Everything from Ray Bradbury tales to Stephen Kings book on creative writing. Also, I’m slowly cracking Murray Rothbard’s Man, Economy and State. Quite the serious book.

Whatever it is, you should be reading as well to keep your mind sharp and your business on track.

How does reading keep you on track?

More on that in tomorrows post.

Here’s to bigger responses through smarter marketing.