"It" is e-mail. And there's no denying that e-mail is fast becoming as common of a communication tool as telephones and fax machines. Regardless of whether or not you have a Web site, if you are NOT using e-mail marketing for your products and services, you are ignoring a very low cost (and often no cost!) marketing tactic with high-return (and profit) potential. Why not squeeze every ounce of communicative powers e-mail has when dealing with clients and customers?

How?

Begin by turning time-intensive phone calls into 60-second lead generators that provide IMMEDIATE customer service.

Use this easy four-step process:

1. Develop a list of Frequently Asked Questions

Every business receives telephone calls from customers/clients or potential customers/clients asking for same information over and over again. Retailers get questions like "Where is business located?"; "What are your store hours?"; "Do you sell such-n-such brand name?"; "What is your return policy", etc. Service businesses field calls asking for a description of services, pricing, and credentials or references. Make a list of calls your business gets most often and use this list to document these frequently asked questions - along with answers.

2. Add an opening and closing paragraph to each document.

For each response: 1) add an opening paragraph that specifically thanks customer/client for requesting information, 2) provide information, and 3) add a closing paragraph that, again, thanks them for requesting information. Sign off with a specific contact name and phone number with an invitation to contact you directly for further assistance, to place an order, set up a meeting, or whatever else might be a "next step" to continue communication. If you have a Web site, be sure to list it here and invite readers to visit it to find out more about company, products, services, you, etc.

3. Develop a follow-up e-mail.

Just as you would initiate a follow-up phone call with a prospect, so should you prepare a follow up e-mail. Prepare a message to be sent a day or two (or longer depending on information requested) after first one. This e-mail should ask recipients if they received requested information and if there are further questions you can answer. This would also be an appropriate time to announce a current special or sale, offer a limited-time-only discount, or introduce a referral program.

4. Create a computer file containing questions and answers.

Set up an accessible folder on your computer that contains as many Q & A documents and follow up e-mails that make sense for your business. Some of information may be best combined into one document, like store location and business hours. Other documents will require separate files. The objective is to be able to easily access these response files so you can quickly send them to people asking for information.

Once you have these documents ready for use, USE THEM! The next time you get a phone call asking for information you have created in your Q&A file, you can say, "I'd be delighted to give you that information. Do you have e-mail? I can send it to you right away!"

You cannot grow a business today by simply repeating what you did successfully in past ...or even recently.

Clever competitors and new technology are producing changes that will reduce effectiveness of your current marketing efforts. These 3 strategies enable you to overcome this threat - and continue to grow your business.

1. Keep Testing New Advertising Methods

The first impact of change is often a shrinking return on your response from proven advertising methods ...followed by a decline in sales they produce. Don't wait for this to happen before taking action.

Continually test and evaluate effectiveness of everything you use or do to promote your business. Test new marketing methods - and old ones you never tried before. Replace less effective marketing methods with more effective ones you discover with your testing.

Tip: Invest 80 percent of your advertising budget and effort in proven promotions and 20 percent in testing new variations. Most businesses using this system continue growing - even in highly competitive markets.

2. Keep Opening New Markets

Never stop looking for new markets you can serve. Every new market you open increases your sales ...and helps insulate you from impact of change.

Changing market conditions or an aggressive competitor may cause your sales to drop in one market. But impact will not be devastating if you have a variety of other markets producing results for you.