Stop Your Competition from Stealing Your Customers Contractor Marketing episode 61

 

Stop Your Competition from Stealing Your Customers Contractor Marketing episode 61

 

If my customers don’t remember who I’m then it’s my fault because I’m not keeping in touch with them. So, your customer got stolen from you because you didn’t use the proper tools to actually keep in touch with them and build that relationship.

The newsletter actually builds a relationship with your customer, and if designed properly they will even read the whole thing, and may even pass it on to a friend or a family member. I’ve actually done business this way. I’ve gone to an appointment and I my newsletter  is on the refrigerator .

 

Out of all the forms of marketing, the monthly newsletter to me is the most valuable piece of marketing tool that is available. Don’t get me wrong I’m not giving up on any of my marketing strategies, but if someone came up to me and put a gun to my head and said, “You have to give up all of your marketing but you can only keep one. The answer would be my newsletter would win hands down.

I ran the numbers from tracking the newsletter, 32% of my business in 2014 I attribute to my customers actually receiving my newsletter and here is the wild factor. For every dollar spent on sending out my newsletter, I receive 21.37 cents in return. That’s an excellent return on investment. Will everyone receive that kind of return? Probably not, maybe yes, maybe no, maybe more.

If you’re not building a relationship with your customers then you are not going to be able to be that ‘go to person,’ you’re not going to be that ‘expert’ because you’re just another guy. I think if you’ve listened to our podcast, we talk a lot about not being a commodity, be a value to your customers. When you keep in touch with them on a regular basis then you’re being a value to them because you’re doing something that no one else does.

Why is that? Every month you don’t communicate with your customers the relationship that you’re having built decreases. Here is a very interesting thing as far as building that relationship is concerned. It needs to be done on a monthly basis. Proven fact that if it’s done every 90 days, then you might as well not even send one out, because there are going to forget about you. The consistency of doing the monthly is key.

Five ways newsletters will grow and profit your business.

1. Increase the length of time your customer does business with you ,in turn increasing your profits and builds the lifetime vale.

 

2. Stay on top of mind. You engage them each month and they remember who you are.

3. It’s far easier to sell more to existing customers than it  is to find new customers.

4. Build your celebrity status, and who you are because nobody else is doing that, and of course this builds your relationship with the people.

5. Newsletters have a pass around value.

 

 E-mail versus regular mail Newsletters.

Just about everyone has an email address, guaranteed everyone has a mailing address with today’s email  and the way everyone uses  email  your open rate is close to 15%. Sure I know people who have 50 plus percent open rates. But they are proficient at writing catchy subject lines.  

When the newsletter is delivered to the house it has a 100% open rate. Because it’s designed like a flyer with news articles on it. So its in your face .How do I know  because like you I bring the mall in the house and  separate I into two piles  and one  pile gets opened and one gets thrown away. , Every month they are getting something from me that’s keeping me in front of them and remembering who I’m, and what I do.

 

Let’s talk about what makes a bad newsletter. Mistakes most people make when they publish their newsletter.  

I see a lot of newsletters that are just down right ‘boring’ it’s just the biggest waste of money. I’ve seen one from a dentist who tells you all about teeth and gums and everything about the mouth. I don’t really want to know about that.Must keep the newsletter from being BORING.

 

What you’re trying to achieve is again to build that relationship. It’s the relationship that builds long lasting businesses. If there’s no relationship then there’s no business.

 Another mistake allowing people to advertise in your newsletter and advertising specials fo your business. I think this is a big mistake. I think that it can be done occasionally but for the most part, it’s not a good thing because the newsletter is being thought in your customers mind as a non-threatening instrument to read. It’s a publication, it’s not an advertising publication so be careful.

 

If you are going to run a special or want to advertise a business or businesses or even specials I must be on an insert its strange but the insert  breaks the barrier if the advertisement. The personals interaction keeps balance.

It’s a great way to reactivate old customers, if you haven’t been consistent or do not at this point do a newsletter, and then it’s a great way to reactivate former customers. Most people stop doing business with you because they feel like you didn’t care about them, and this is statistics from the Rockefeller Corporation. Sixty-eight percent of consumers’ leave because they think that a business doesn’t care about them. That’s crazy, right? No, it’s not crazy because that’s what happens, people don’t feel like you care about them.

 

Let’s get started today, let’s start the process. Hopefully, we’ve given you the basics of everything you need to do to start your own newsletter. I’m sure that we gave you enough information on the importance of doing a newsletter, or why you want to do it. It’s because you want more profit, you want your customers to stay with you for as long as humanely possible, because you’ve built a long lasting relationship with them.

I want you to be more profitable and not lose any more customers so Im offering my newsletter on a subscription basis. A done for you contractor marketing newsletter so you can build a long lasting relationship with your customers.

Click her to find out more about the done for your monthly newsletter subscription