It's not all quiet on this western front… no sir, busy, busy, busy.

You can do the same, easily.

And let me tell you why. You do want to know, right? Lets talk. 

It wont just happen.

Don’t wait for it to happen. Why? Because it rarely does happen. Things don’t just kick off its all part of a process. 

There is a Clothing shop down the road from my office. The guy is always standing on the door step having a smoke. The shop is never that busy. He waits and waits and... waits. I don’t quite know what he is waiting for but it never seems to happen for him. 

There is another shop a bit further down. They are always packed. Reason is this, they actively market their shop. Letters, flyers the lot. It pays off. Even on busy periods you need to keep it rolling out. 

The process of mailing, copy, sales letters… it’s the same. Here is how you make it happen. 

One isn’t enough. 

You know how I feel about one letter, one sales letter. You don’t? Right then listen to this, one letter will not work, it might... but it isn’t enough. I have never seen a successful business built around sending out the odd letter every few years. 

CRM, it’s the buzz and there is nothing new about it. Customer Relationship Marketing is as old as Adam. I call it LYC… Love Your Clients… and let them know. Show them you care. How often do you tell your wife/husband you love them? Once in a whole marriage isn’t enough. Once a day just about covers it (so my wife tells me;-)). 

Send a letter to your clients once every eclipse and they say ”wow, I wonder why they are writing to us”… and it gets read out of pure shock. They probably wont even take in the info. Send another and they think, that’s nice to let us know. Keep them moving on a regular basis and they get used to it. They enjoy it and feel the caring side to your business personality. 

If you are trying it just as a pure one off… most of the time it’s a waste of time and energy. Returns are usually low to zero for a one off hit with a sales letter.

Two doesn’t quite fill em. 

Starting to love your clients yet? ;-) send them another letter. They will love it. Remind them, tell them, inform them and they will be grateful for your time and effort. 

Tell them what? About your new product, service team member software just let them know and keep in touch with them. Have you created something new recently? Don’t just wait for your customer to stumble upon it, scream from the roof… YOU tell them. 

Two though doesn’t fill and a client that is empty of information. Info goes in… and soon comes out, keep it moving and watch business start to shift for you. 

Three increases the offer, interest, information. 

Letter number three… here we go. You want them to get in touch with you. To buy and spend, after all that’s what makes your business work. Letter three increases the offer from before. It lets them know that you will go out of your way to get their business. It shows them you care. It shows them you are the type that will go the extra mile for them… it works.

If they want more…go for four. 

Keep it moving as long as it takes. Sales letters are not a one off hit. Four, five ,etc. They are a campaign that builds relationships with clients. It works big time. It needs to be sustained though to create max return for you.

What if no-one rings you after that?

I get calls 12 months after sending out mail. You are not trying to sell them you are letting them know that when they do need you or your services you are going to be their number one choice. Be patient. 

Here is what you need to do to get the ball rolling. 

• Get your client list together.
• Prepare a sustained campaign so you love your clients on a regular basis.
• The campaign will be pre-planned and packed to the roof with client benefits.
• Hire a good copy guy that knows his stuff, I know one actually ;-).
• Sort out someone to do the mail merge stuff.
• Keep it moving.
• Be patient.
• Don’t, don’t, don’t give up, dead easy.

And finally… Just get it done. 

Get a sustained campaign moving and it will work for you in the long term. When I started my own campaigns for Orange Beetle, work rarely comes right in. Six months down the road and I am too busy. That’s the way it should be. I could have packed in and given up on the campaigns early after four months of hardly no response. 

Now I am like a dog chasing his tail and … Its great. 

Not sure what to do next? 

Get on the phone and lets talk now. Here’s my number, it’s direct. I can help you with a bit more than just the copy.