It’s a no-brainer.

Once I tell you what it is you’re probably going to say, “Oh that? I already knew that.”

But if you own a small business and are doing this I can tell you right now you’re an exception. “If this is such an easy and profitable small business direct marketing tip why isn’t everyone using it?”

That’s a good question. I don’t know. Maybe most small business owners think it’s too much of a hassle?

Not so.

It doesn’t take much time. Costs little. You could even pay a high school geek to do computer stuff for you if you don’t feel like messing with it. The financial rewards can be huge... if you do it right. But this seems to be a small business direct marketing tip most people are happy to ignore.

So what’s big tip?

Simple.

Every time you do business with a new customer ask them if they’d like to sign up for your free “e-mail alert.” Tell them you periodically offer specials and discounts for customers and ask them if they’d like to be included on your list so they can know when you have them. Many customers will gladly sign up.

Then … use your list.

Offer your customers something…

… specific … … limited … … and of value to them as well as yourself.

Let’s pretend... just for discussion’s sake... you’re owner of Little Town Diner in Smallville.

You’d place a little E-mail address sign-up book right next to cash register. Include spaces on each page for customers to write-in both their name and a Email address. Have cashier invite customers to sign it.

Build up your list of names. It’s valuable.

Suppose every Wednesday is a slow day at diner. On Wednesday mornings you start sending out an Email like this one to your list.

**********

Hi (Customer’s Name),

Pat here… from Little Town Diner. How’d you like for me to do cooking tonight? I just got a HUGE shipment of chicken breasts in today and I’ve got to move these babies out!

So I’m running a SPECIAL today…

Pat’s 2 for 1 Special (today only- - eat in or take out)

2 juicy, tender barbecued chicken breasts... 2 baked potatoes or French fries on side... 2 servings of string beans or cole slaw...AND...2 slices from any of our delicious pies-of-the-day (your choice).

Don’t want to eat out? No problem.

So what is difference? Is this just a question of semantics? Actually, there is a big difference and it can have a big effect on your conversion rate. Generally, order page is another page on your website. As such, it will have links to other parts of your site. Since someone who comes to order or signup page often comes from other parts of your site, and has looked at descriptions of your products and service, you can assume they are ready to buy or sign up. When that is case, there is little need to go into much sell, if any, before getting to form prospects need to fill out.

Prospects who come to your site after seeing your marketing communications, online or offline, are in a different mindset. Generally, they are not prepared to buy or sign up yet. They need a landing page that includes some sell before seeing order form. Confronting this prospect with order form or signup form too early, before they feel prepared, can seem presumptuous and you can easily lose this prospect.

How much sell is needed depends on communications prospects came from. A short ad or text link dictates longer sell than a lengthy article or direct mail letter. Another factor in how much sell/information copy is needed before asking for order is complexity of your product or offer.