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Casual Articles - Lesson #3: Capitalize on Your Captures!
The more you know about your customers, the better you'll understand them. And the better you understand them, the better you'll be able to sell to them.One of the best ways to collect this information is by creating a quick online survey.The data you collect from customer surveys can be invaluable to the operation of your business.Survey results allow you to examine your marketing strategy and ask important questions like:- Are you promoting the fact that you have a huge product range, when what your customers actually want is extended operating hours?- Are you promoting your products as technically superior when what your customers really care about its ease-of-use?- Are you heavily promoting cheap prices when what your customers are more concerned about is customer support?If you take the time to ask, you'll be surprised at how helpful your customers can be.To begin with, the two key areas you want to explore are Demographics and Psychographics.Demographics identify
Never abandon your "existing" customer base!
You spent money, time and energy on acquiring these new customers... But if you try to sell them again, those expenses are virtually non-existent! Acquisition costs are near ZERO!
If you don't have the email addresses of your customers, then you need to start compiling them. First, you should ask all your new customers' email addresses from this point on.
With your current customers, try to collect email addresses as much as you can. For instance, next time you send a mailer or flyer, offer something for free if they respond by email!
A contest or draw,
A survey or poll,
An electronic book (or "ebook"),
A email-only discount,
A gift certificate,
A free report,
A new unreleased product,
A free email newsletter,
A special offer,
An open house,
So how do you effectively market your product or service when one knows anything about them because you're in a new and emerging industry? How can you expect to get customers if no one understands what it is that you do?If this is your situation then a big part of your marketing strategy will need to be educating consumers about what you do. If yours is a field that is relatively new, or perhaps misunderstood, adopting an education strategy can help consumers understand the benefits you provide and feel more comfortable with the idea of purchasing your products or services.Educational marketing is best done through vehicles where you have space or time to fully explain your product or service and the benefits it provides. Or perhaps even to debunk some common misconceptions.Publishing a newsletter or Ezine, or writing a regular newspaper or magazine column are great ways to educate and generate positive awareness.Make sure your web site content clearly explains what you do. Provide free Special Reports
It's like putting permission marketing into overdrive!
In other words, you can use it to build a database of opt-in email addresses for publishing an ezine, delivering courses or making announcements... Including special backend offers!
Smart autoresponders allow you to promote to a growing base of email addresses that you establish over time. But before starting the process, you need to start capturing emails!
The Dynamics of Lead Generation
Traditional ways of lead generation is a costly endeavor. For example, if you were to use direct mail to scoop up prospects, you have to pay for the "3 P's" of direct mail...
Printing,
Paper
And postage.
And that's a bare minimum, because it doesn't account for the list you must either rent or buy, the labels you must peal and stick, and the time it takes to stuff it all into envelopes.
Plus, they may or may not be targeted!
If you want to find quality leads, first you do a blind mailing (even though you may think the audience is targeted, they're only suspects at this point... Not prospects!).
Then, once they come forward and ask for more information, the mailing process repeats itself! So, chasing down quality leads can become agonizingly slow and expensive!
The Internet changes all that! Unlike the "3 P's" of direct mail, email has "3 F's." In other words, delivery of email is free, fast and focused. Why did I say "focused?" Here's what I mean...
With permission marketing and NOT spam (i.e., where people opt in and voluntarily come forward to ask for your information FIRST before you mail them), email is highly targeted!
Your email is focused on the customer from the get "go!"
How to Start Capturing Email Addresses...
Developing an opt-in list is done by compiling email addresses of recipients that have given you permission to email them with information that pertains to what they opted for.
People subscribing not only get an instant reply or a series of follow-ups thereafter, but they can also get, say, newsletter issues, product announcements, special offers and so on.
Building a quality, "targeted" list of prospects is the most important thing you can do for your business. How many times have you let your visitors slip away, never to return?
The best way to generate repeat visitors to your site is to ask (and capture) their email addresses. The easiest way is by offering an opt-in subscription to some kind of publication.
At minimum, you should publish a periodic email newsletter to inform visitors of new product updates or website changes.
Nevertheless, you must build your opt-in list right away, and do whatever you can to capture people's email addresses and their permission to email them... And avoid SPAM!
Why is it so important? Realize that the money is not in the one-time sale (as it is with spam) but in the lifetime value of a customer. People who buy can do so again and again...
If you keep them informed, interested and persuaded!
Several of the following techniques may seem obvious to you, but sometimes they are overlooked. My advice to you is to use them all or as many as you can to build your lists!
First, remember that your autoresponder's database may be comprised of several types of people. For example, it may include one or several opt-in lists consisting of...
Current and new customers;
Prospects (people asking for more information);
Subscribers (to a newsletter, for example);
And other people's customers.
Let's take a quick at each one. Shall we?
1. Customers
Unless your business is completely new, you probably have a list of customers right now. Your customers' names and email addresses will create the first and best list you will ever own.
Once they buy from you, their defenses are down. A trust has been built and a relationship has been established. Current customers are poised to buying from you again in the future.
Never abandon your "existing" customer base!
You spent money, time and energy on acquiring these new customers... But if you try to sell them again, those expenses are virtually non-existent! Acquisition costs are near ZERO!
If you don't have the email addresses of your customers, then you need to start compiling them. First, you should ask all your new customers' email addresses from this point on.
With your current customers, try to collect email addresses as much as you can. For instance, next time you send a mailer or flyer, offer something for free if they respond by email!
A contest or draw,
A survey or poll,
An electronic book (or "ebook"),
A email-only discount,
A gift certificate,
A free report,
A new unreleased product,
A free email newsletter,
A special offer,
An open house,
So you're looking for a conference venue? Not the size of the Taj Mahal, but something just as impressive. A venue with the right amount of space, flexible catering, including accommodation and the right facilities.This is where the elegance, style and the intimate nature of an independently owned hotel works well as a conference venue. These venues add their unique character and extraordinary service to your event. Finding the perfect environment sets the necessary tone, playing an important part in achieving your desired outcome.Whether you're hosting a meeting, conference, workshop, training course or social occasion here are a few things to look for in a hotel venue.Space,Does the hotel have the space you require? Whether the focus of your event is a meeting, banquet or an exhibit, space can be the a factor that is usually underestimated.Avoid hiring a venue that is big enough to seat 200 when you're only hosting a 20-person meeting. You only want to consider venues that can handle the
Plus, they may or may not be targeted!
If you want to find quality leads, first you do a blind mailing (even though you may think the audience is targeted, they're only suspects at this point... Not prospects!).
Then, once they come forward and ask for more information, the mailing process repeats itself! So, chasing down quality leads can become agonizingly slow and expensive!
The Internet changes all that! Unlike the "3 P's" of direct mail, email has "3 F's." In other words, delivery of email is free, fast and focused. Why did I say "focused?" Here's what I mean...
With permission marketing and NOT spam (i.e., where people opt in and voluntarily come forward to ask for your information FIRST before you mail them), email is highly targeted!
Your email is focused on the customer from the get "go!"
How to Start Capturing Email Addresses...
Developing an opt-in list is done by compiling email addresses of recipients that have given you permission to email them with information that pertains to what they opted for.
People subscribing not only get an instant reply or a series of follow-ups thereafter, but they can also get, say, newsletter issues, product announcements, special offers and so on.
Building a quality, "targeted" list of prospects is the most important thing you can do for your business. How many times have you let your visitors slip away, never to return?
The best way to generate repeat visitors to your site is to ask (and capture) their email addresses. The easiest way is by offering an opt-in subscription to some kind of publication.
At minimum, you should publish a periodic email newsletter to inform visitors of new product updates or website changes.
Nevertheless, you must build your opt-in list right away, and do whatever you can to capture people's email addresses and their permission to email them... And avoid SPAM!
Why is it so important? Realize that the money is not in the one-time sale (as it is with spam) but in the lifetime value of a customer. People who buy can do so again and again...
If you keep them informed, interested and persuaded!
Several of the following techniques may seem obvious to you, but sometimes they are overlooked. My advice to you is to use them all or as many as you can to build your lists!
First, remember that your autoresponder's database may be comprised of several types of people. For example, it may include one or several opt-in lists consisting of...
Current and new customers;
Prospects (people asking for more information);
Subscribers (to a newsletter, for example);
And other people's customers.
Let's take a quick at each one. Shall we?
1. Customers
Unless your business is completely new, you probably have a list of customers right now. Your customers' names and email addresses will create the first and best list you will ever own.
Once they buy from you, their defenses are down. A trust has been built and a relationship has been established. Current customers are poised to buying from you again in the future.
Never abandon your "existing" customer base!
You spent money, time and energy on acquiring these new customers... But if you try to sell them again, those expenses are virtually non-existent! Acquisition costs are near ZERO!
If you don't have the email addresses of your customers, then you need to start compiling them. First, you should ask all your new customers' email addresses from this point on.
With your current customers, try to collect email addresses as much as you can. For instance, next time you send a mailer or flyer, offer something for free if they respond by email!
A contest or draw,
A survey or poll,
An electronic book (or "ebook"),
A email-only discount,
A gift certificate,
A free report,
A new unreleased product,
A free email newsletter,
A special offer,
An open house,
Time and time again I meet business owners with a wicked sense of humor, sarcastic wit and language that could make even a trucker blush. Yet, the small business community is riddled with boring, uncreative, overly politically correct marketing collateral that lacks personality or worse fails to speak to a target market.How could such a contrast exist in a hot bed of creative, forward thinking individuals who have broken free from the shackles of the corporate world to pursue the very essence of the American Dream?There is a syndrome among small business owners that I like to call “I need to appeal to everyone, not offend anyone syndrome.” It’s a debilitating condition which makes business owners believe anyone, everyone and someone might purchase their product or service. As a result, their business image grazes over the heads of the masses and lacks the ingenuity to lock eyes with their ideal client.You could be suffering from this condition and not even know it. It is highly contagious and those afflicted wi
People subscribing not only get an instant reply or a series of follow-ups thereafter, but they can also get, say, newsletter issues, product announcements, special offers and so on.
Building a quality, "targeted" list of prospects is the most important thing you can do for your business. How many times have you let your visitors slip away, never to return?
The best way to generate repeat visitors to your site is to ask (and capture) their email addresses. The easiest way is by offering an opt-in subscription to some kind of publication.
At minimum, you should publish a periodic email newsletter to inform visitors of new product updates or website changes.
Nevertheless, you must build your opt-in list right away, and do whatever you can to capture people's email addresses and their permission to email them... And avoid SPAM!
Why is it so important? Realize that the money is not in the one-time sale (as it is with spam) but in the lifetime value of a customer. People who buy can do so again and again...
If you keep them informed, interested and persuaded!
Several of the following techniques may seem obvious to you, but sometimes they are overlooked. My advice to you is to use them all or as many as you can to build your lists!
First, remember that your autoresponder's database may be comprised of several types of people. For example, it may include one or several opt-in lists consisting of...
Current and new customers;
Prospects (people asking for more information);
Subscribers (to a newsletter, for example);
And other people's customers.
Let's take a quick at each one. Shall we?
1. Customers
Unless your business is completely new, you probably have a list of customers right now. Your customers' names and email addresses will create the first and best list you will ever own.
Once they buy from you, their defenses are down. A trust has been built and a relationship has been established. Current customers are poised to buying from you again in the future.
Never abandon your "existing" customer base!
You spent money, time and energy on acquiring these new customers... But if you try to sell them again, those expenses are virtually non-existent! Acquisition costs are near ZERO!
If you don't have the email addresses of your customers, then you need to start compiling them. First, you should ask all your new customers' email addresses from this point on.
With your current customers, try to collect email addresses as much as you can. For instance, next time you send a mailer or flyer, offer something for free if they respond by email!
A contest or draw,
A survey or poll,
An electronic book (or "ebook"),
A email-only discount,
A gift certificate,
A free report,
A new unreleased product,
A free email newsletter,
A special offer,
An open house,
Planning and organizing a fund raising program can be a very challenging task for many organizations that need financial help. Because there are so many ideas that can be used as a fundraising program, picking just one for your event can be overwhelming.You may be considering a fund raising program that was successful for another organization, but since you likely have a different kind of organization or institution, you'll need to assess your particular needs. You'll need to fully understand the entire workings of your organization and determine several factors related to your group before actually organizing a particular event.Before you begin to plan your event there are a few things you should take in to consideration to assess whether or not you are ready.The first step is to clarify your goals and determine the amount of money you need to raise with your fund raising program. Determine the reason why you need to raise the money.Next, you have to set a date when you plan to launch the campaign. Of
If you keep them informed, interested and persuaded!
Several of the following techniques may seem obvious to you, but sometimes they are overlooked. My advice to you is to use them all or as many as you can to build your lists!
First, remember that your autoresponder's database may be comprised of several types of people. For example, it may include one or several opt-in lists consisting of...
Current and new customers;
Prospects (people asking for more information);
Subscribers (to a newsletter, for example);
And other people's customers.
Let's take a quick at each one. Shall we?
1. Customers
Unless your business is completely new, you probably have a list of customers right now. Your customers' names and email addresses will create the first and best list you will ever own.
Once they buy from you, their defenses are down. A trust has been built and a relationship has been established. Current customers are poised to buying from you again in the future.
Never abandon your "existing" customer base!
You spent money, time and energy on acquiring these new customers... But if you try to sell them again, those expenses are virtually non-existent! Acquisition costs are near ZERO!
If you don't have the email addresses of your customers, then you need to start compiling them. First, you should ask all your new customers' email addresses from this point on.
With your current customers, try to collect email addresses as much as you can. For instance, next time you send a mailer or flyer, offer something for free if they respond by email!
A contest or draw,
A survey or poll,
An electronic book (or "ebook"),
A email-only discount,
A gift certificate,
A free report,
A new unreleased product,
A free email newsletter,
A special offer,
An open house,
Qualifying your prospects is a critical step in the overall sales cycle. Creating situational awareness for your potential client will increase your probability of closing the sale. Having a better understanding of your prospects needs will also allow you to maximize your deal size.In qualifying your prospect, you are determining three basics things:What is your customer’s situation now? What would they like it to be? How can you help them get from where they are to where they want to be? Before initiating a buying process, customers have to:Recognize and understand that they have a need Conclude that the need is significant enough to take action upon When qualifying opportunities, probe to see how you can make truly valuable contributions to their organization. Help your customers to:Discover opportunities they weren’t aware of or thought insignificant Exp
Never abandon your "existing" customer base!
You spent money, time and energy on acquiring these new customers... But if you try to sell them again, those expenses are virtually non-existent! Acquisition costs are near ZERO!
If you don't have the email addresses of your customers, then you need to start compiling them. First, you should ask all your new customers' email addresses from this point on.
With your current customers, try to collect email addresses as much as you can. For instance, next time you send a mailer or flyer, offer something for free if they respond by email!
A contest or draw,
A survey or poll,
An electronic book (or "ebook"),
A email-only discount,
A gift certificate,
A free report,
A new unreleased product,
A free email newsletter,
A special offer,
An open house,
An affiliate program,
Etc, etc, etc.
2. Prospects
From now on, you should start compiling the email addresses of your "hot" prospects, too! If they want more information, they're identifying themselves as interested and motivated!
Your eager prospects received not only an instant reply with the information they asked for and a series of follow-ups, but they, too, should be placed into an opt-in list.
Remember, these prospects may not buy after the first or even the seventh exposure. And the possible reasons are many... Such as no interest, no time, no money, etc.
(Or they just found a more appropriate offer elsewhere.)
But these now "warm" prospects may be in a better position to buy in the future, or may be interested in something else you offer. Or they may become great referral sources!
In fact, whether they are interested or not, or they ask for more information or not, they should also become...
3. Subscribers
In addition to your customers, non-customers and prospects, you can also start building a list of opt-in subscribers! They can join your list in return for getting something free...
But if you don't, your visitors are slipping away!
For instance, place a form on your website or an email link pointing to your autoresponder, offering visitors to subscribe to your mailing list. In return, offer them something for free.
It might be a free report, an email newsletter (or "ezine"), an extra discount, a coupon, a course (with lessons delivered incrementally, like this one!) and so on... Anything free!
Visitors may not buy from you the first time. They may even be targeted, eager and interested in your offering, but fail to buy because of a lack of time, funds, trust or information!
You spent all that money and effort in getting them to visit your website in the first place... Why not capitalize on your investment and get the most "mileage" out of your visitors?
If you DON'T try to capture your visitors' emails while they're at your website, you will lose these prospects forever. You want to keep them coming back or stay in touch with them!
Once you collect email addresses from your autoresponder, add them to your prospect list and send them updates, news and, of course, product offers. Your list is your goldmine!
3. Other People's Customers
Let's say you don't have a customer list, a prospect list or a subscriber list. What do you do? Of course, common sense tells you that you must start collecting those right away.
BUT, if you want to start building a list quickly, here's one technique that works. Basically, what you do is piggy-back on other people's lists through setting up joint ventures.
First, find an established business — by that I mean one with an established opt-in email list of their own — that sells a non-competing yet related product or service to yours.
Here's an example: if you sell used cars, you might want to find and team up with, say, a car insurance company, a car parts dealer, or a car accessories distributor or whatever.
For example, you may offer an exclusive commission for any cars sold to their lists, or you may offer a free report exclusively to their subscribers, prospects or customers.
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