Running a successful business doesn't simply involve selling or providing a great product or service.

It also means knowing exactly how your clients feel about your current offerings, so you can change way you do things and better serve their needs.

The beauty of Internet is that it makes this necessary feedback mechanism more speedy & convenient for both business owner and surfer -- especially when conducted over a dynamic business website.

So why are many companies still in dark about what their customers REALLY want, and end up saying goodbye before they can even ask why?

If you're kind of business owner who wants his current clients to stay, then consider these 5 strategies for getting their valuable insights & feedback... while endearing yourself to them as someone who actually listens and cares:

1) Polls / Surveys

Most people want their opinions to count. That's why most surfers are inclined to cast their votes whenever a website politely asks them to.

You can use this to your advantage by using polls & surveys to know your potential clients' preferences, particularly when it comes to your products & services.

When conducting any kind of poll online, just remember 3 things:

1. Make it QUICK.

Keep in mind that your surfer has other things to do (like fill out your order form), so limit most polls to just one question each.

2. Make it CONVENIENT.

Create drop down menus or radio buttons for your surfer to click on, so they won't have to waste time typing in whole answer.

3. Make it WORTHWHILE.

If you want most number of feedback in shortest possible time, offer a prize for specific "lucky voters," within range of respondents that you expect for your survey.

If you have 1,000 prospective voters, for example, you can award voter number 500 with your premium service package at half price, and grant voter number 1,000 entire package for free!

Just make sure you have all contest rules clearly stated before you ask for their votes... or they might vote against you & your business forever.

2) Message Boards

Message boards hold their own appeal for surfers truly interested in topics your website usually covers.

When moderated properly & promoted regularly, they can become "virtual hangouts" where people:

- share their knowledge & opinions - offer advice / ask for help - or simply meet other people with same interests.

Although some clients with tight surfing schedules find that "having to go online and visit a specific URL" is rather taxing, you can make idea more attractive by:

- stimulating dynamic discussions in your board by raising current & compelling issues

- regularly telling your casual surfers about hottest ongoing debates & topics in forum

- and directly asking people to offer their own insights, while providing an easy-to-click link or URL.

3) Mailing List

The mailing list is very similar to message board, in that it encourages discussions among your clients & would-be clients. The only difference is that everything here is done through email, and members aren't required to go online to interact.

Just like message board, however, there are 3 secrets to effectively using mailing lists to gain useful feedback:

Flyers -- or handbills -- have always been a cost-effective advertising tool available to small business owners, and small ONLINE business owners are no exception.

As long as you're NOT targeting "people who are glued to their computers all day and never leave their homes," then you can safely decide to use flyers to:

- promote an online event - advertise a sale you're having - or let them know about a special offer exclusively on your site.

THE BASICS

Once you decide to try a little bit of "flyer power," just remember to include these 5 basic ingredients when putting together your printed pitch:

Theme ----- Theme is general idea, dominant image, symbolism that sticks. It's what makes your entire offer stand out from rest of printed matter, because it gives your readers something their imaginations can hold on to.

Ideally, whatever theme you use for your flyers should tie up with theme you're currently using for your site.

Besides giving people visual reassurance that they've reached right website, it also helps reinforce your entire pitch in their minds, making you (and your business, and your services) utterly unforgettable.

Information ----------- The trick here is to make everything concise, compelling, and complete.

(You only have a handbill to put it all into, after all!)

Grab them with a headline, interest them with benefits (what's in it for them), and make them salivate for those solutions that could banish their problems forever.

The simple idea is to give them enough to be interested, but end up wanting MORE. So they'll have an overwhelming reason to visit your site.

Lay Out ------- The great temptation for first time flyer makers is to pack EVERYTHING into that small handbill page... and this is a big mistake.

Normally, a person who's just been given a flyer (while presumably rushing over to work or an appointment) will glance at entire thing for just 1 second, and in that short time decide whether:

- he should throw it away, - stuff it into his pocket, - or give it his complete attention for next 10 to 15 seconds.

You obviously don't want to end up in first category, and should you fall into second you certainly want it to be just a prelude to third.

But secret of successfully getting a flyer read AT ALL is to make lay-out inviting (relaxing, inspiring, intriguing) enough to convince your reader it's actually an artwork worth keeping...

....At least until he's read it thoroughly enough to actually know what it says.

Call To Action -------------- Now, you know that ideal action you want them to make is to go to nearest Internet-connected computer and type your URL into browser.

But you should also make it a priority to not sound generic (e.g., "visit our site today!"), and actually instruct them to take certain actions they can make NOW, even as they're reading your flyer.

Here are some samples (although I'm sure YOU could think of more):

- IMAGINE visiting our website today & finally finding home of your dreams,

- WRITE your email address on this form now & fax it to us when you reach your office, and

- TAKE NOTE of this 20% discount code (PQRST), and make sure to type it in when making your purchase.

Energy ------ You've probably never heard this before in other make-your- own-marketing-materials articles, but this is a tip worth looking into: