The Most Valuable Letter

Written by Jeffrey Dobkin


Continued from page 1

Your letter can convince them that you appreciaterepparttar trust they’ve placed in your products or services. You can make them feel, well, like they should refer more people to you allrepparttar 121566 time. And therein liesrepparttar 121567 beauty,repparttar 121568 value, andrepparttar 121569 monetary worth inrepparttar 121570 most valuable letter you can write:repparttar 121571 receiver will remember it, and whenrepparttar 121572 opportunity comes up again, they will continue to refer people to you.

You’ve heard of word-of-mouth advertising asrepparttar 121573 best (andrepparttar 121574 cheapest) form of advertising? Well, this is how you make it happen, again and again. Sending a Hard-Working Gift

What does my office do for people who refer direct marketing consulting or copywriting clients to us? We send them a Cross Pen, and we have THEIR name engraved on it (the only person who wants a pen with my name on it is me!) Don’t worry, they’ll remember where they got it! Byrepparttar 121575 time we ship it to them withrepparttar 121576 nice box it comes in, and of course our own personal letter of thanks, it costs us about $25. Is it worth it? You tell me:repparttar 121577 prospect already trusts us from receivingrepparttar 121578 recommendation from a friend. If we do any work forrepparttar 121579 new client, our copywriting and consulting fees range from… well, we get our $25 back pretty soon. Many clients stay with us for years.

We don’t convert allrepparttar 121580 prospects referred to us into actual rent-paying customers. Some don't need our high-powered direct marketing or response-driven sales material. Some aren’t ready to launch products just yet; and some are just fishing. But we always seem to get more referrals fromrepparttar 121581 referral source. Which we really do appreciate.

If you’d like to get more business, write an exceptional “Thank you for your referral!” letter, and keep it at-the-ready in your computer. If you have $25, send them an engraved Cross Pen with your letter of thanks. If not, a letter by itself will do nicely. You can’t buy that kind of advertising - that goodwill or trust, or those kind referrals - at any price. Or can you?



Read other articles by Jeffrey Dobkin at www.dobkin.com Jeff Can be reached at 610-642-1000. He is the author of "Howt To Market A Product for Under $500"


Marketing in a Recession

Written by Jeffrey Dobkin


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Save on printing and literature costs I almost always recommend throwing a loose qualifying net: designing ads and mailers to make everyone call, then later-on, sorting outrepparttar callers into an A, B, and C prospect list. In these tough times consider sending a smaller interim package of material to first level respondents instead of your $8 wonder-pack mailer, and save on those literature costs. Don’t worry - if they’re interested - they’ll call for more information.

As a bonus, your interim literature doesn’t have to sellrepparttar 121565 product as hard. And believe me in good times and bad, yikes it’s tough - from just a few sheets of paper - to make a person put a check in an envelope and wave to it, or drive someone to pick uprepparttar 121566 phone specifically to place an order.

With an interim mailer, you can just sellrepparttar 121567 phone call, which is much easier: “Just pick uprepparttar 121568 phone and call us toll FREE -- We’ll send you our four-color glossy brochure, and we’ll include our full instructional manual along with it, so you can see exactly how easy it is to…” Then put a special phone number on it, and when this phone rings, forward it to Ivan Perry - your top superstar salesman who closes 90% of his customers onrepparttar 121569 first phone call.

Mail to your own top 100 It’srepparttar 121570 first mailing I recommend to any of my new clients. Even if it’s just a “Thank you for your business!” post card, mail something to your own list of your top 100 clients. You can never do too much for them. You know what other businesses call those folks, don’t you? They call them prospects.

Mail to your other top 100 Mail to your top 100 prospects. You do have a top 100 prospect list, don’t you?

Stop trying so hard to get orders. Nobody likes a pushy salesperson. How about not concentrating so hard on getting sales, but on getting and keeping - customers. Not every letter I create for clients is a sales letter. Some just say a warm thank you. Some just touchrepparttar 121571 heart and create loyalty, or strengthenrepparttar 121572 bond between clients and their customers. Like Hallmark, just more personal. You can do this, too, in your letters.

Use letters as vehicles of personal communication A well written and well designed letter is always welcomed byrepparttar 121573 recipient. You can reachrepparttar 121574 president ofrepparttar 121575 MGM Grand Hotel, a State Representative, or a top executive of most any firm with just a plain old letter - what a great tool to accomplish almost any task. Don’t forget to writerepparttar 121576 objective of your letter first, then draftrepparttar 121577 letter to your written stated objective.

Word Count: 1100

Jeffrey Dobkin, author ofrepparttar 121578 incredible 400-page marketing manual, How To Market A Product for Under $500 ($29.95), now has a second book, Uncommon Marketing Techniques ($17.95) - 33 of his latest columns on small business marketing, exactly likerepparttar 121579 one you just read. Both books are available directly fromrepparttar 121580 publisher - 800-234-IDEA. These books are completely filled with tips and techniques to make your marketing faster, cheaper, more effective - and fun. You never learned this stuff in college! Mr. Dobkin cuts right throughrepparttar 121581 theoretical crap and demonstrates a wealth of practical how-to direct marketing techniques. He is also a speaker, a direct mail copywriter, and a marketing consultant. To place an order, or to speak with Mr. Dobkin call 610/642-1000. Fax 610/642-6832. Phone orders welcome - Visa, M/C, AMEX. From The Danielle Adams Publishing Company, Box 100, Merion Station, PA 19066. Or visit him at www.dobkin.com. Satisfaction Always Guaranteed.

Jeffrey Dobkin Has written 2 great books on marketing that can be seen on his website at www.dobkin.com Call him at 610-642-1000


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