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Dear ,
It truly amazes me.
Lawyers, doctors, realtors, insurance agents, dentists, plumbers, landscapers, limo companies -- you name it -- they all make the same mistake.
What is it?
It's that they build a list of customers/clients/patients and don't continually market to them.
Instead, they start from scratch and start anew, marketing to a new group of people, time after time after time.
And they completely forget about those who have already bought from them... and who know them... and who trust them.
Have I described you?
It Drives Me Crazy!
How can you forget about the most valuable asset in your business -- your client list? If you're not REGULARLY marketing to them, communicating with them and enticing them with new offers, you're leaving so much money on the table.
This reminds me of the time I wrote an ad for a client a few years ago. (I normally charge a set fee,
plus royalties on gross sales.) It was a pretty short ad and it resulted in a nice payday of about $10,000 for about 20 minutes work.
Like I said, it was a little quickie ad and took very little effort on my part.
Well, about a year later, I pitched that very same client another idea for
an ad and told him I thought we can maybe double or triple the revenue of the previous ad.
He said, let's go for it. And we did.
I wrote the ad, shocked the client with earnings that exceeded SIX TIMES the previous ad's revenue and deposited a check for a cool $64,749.52 (you can see it above). I tell you this not to brag, but to show you the power of marketing to
your list of buyers.
Had I not marketed to my list of clients, coming up with new ideas and offers, I would have never made that money.
And it took me less than half an hour to write that ad (of course, you have to a skilled copywriter to pull something like that off). But, that's not the point.
My point is, you're probably sitting on a goldmine, i.e., your customer list, and don't even realize it.
So, what should you do? Immediately start prepping your list of current and past clients and begin making them killer offers by email, direct mail, snail mail, postcards -- whatever.
It could pay off big time.
Hopefully I've motivated you to get to it.
Til next time...
If you have any comments, ideas or suggestions, please email me at:
nader@copticchamber.com.
