No matter how super our products
and how excellent our services, unless potential customers know about them,
we're out of business! Gaining a new customer is only the start. There are
competitors just waiting to treat our customers better !
Here are some preliminary suggestions for doubling
the effectiveness of your marketing.
Stop all display advertising in newspapers and magazines, unless it's
an advertorial.
Change your main brochure by reducing its length, taking out some of the
fancy colour, making it more personal and giving people a reason to contact
you.
Change your leaflets so that they start with the customers' wants and
problems and NOT with a description of your company and its products/services.
Use photographs of your key people on company literature.
Limit all newsletters to one side of A4 with bullet-point text, and a
maximum of two photographs. Include some element of selling.
Double the time and money spent on targeted direct mail to new prospects.
Triple the time and money spent on selling to existing customers.
Double the effort to treat existing customers well.
Profit Improvers will work with you and your staff to:
Change your marketing literature
so that it results in more sales.
Undertake customer surveys
to find out exactly what customers want from you and how you can improve
your service to them.
Write direct mail letters
and leaflets - you can then measure the response.
Find innovative ways to keep
in touch with valued customers and offer added value.
