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Nutritionalmarketing.com Weekly Newsletter Update
- Marketing Ideas, Information and Tips Nutritional Retailers Want
and Need!!
Volume 4, Issue #11 - March 13, 2003
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In this issue:
More "touches" lead to more business
Courage to grow your business
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More "touches" lead
to more business
I know these are
tough times. I know we have a very turbulent economy and world. I
know it’s hard to see a light at the end of the tunnel that isn’t a
train.
I also know that
now is the time to "touch" your customers more than ever!
You may be shocked
at how often you should be in touch with your customers and prospects.
Studies show that you should start at 18 contacts per year and some
studies shoot up from there into the high 20s! Now this doesn’t mean
you just call them 20 times a year or send them 20 letters. It takes
variety to generate the best possible return on your investment.
People like to be
contacted in a variety of ways during the year. For example, they want
to read some articles and they like to attend some seminars and listen
to you talk.
I think it’s important
to point out that the information passed along during these contacts
should not be limited to your industry or business. Your customers
want information that they can use in ALL areas of their life. This
could mean information about organic gardening, hiking or sailing.
The subject matter should mirror your customers’ needs and desires.
This is important
for several reasons. First, it helps you stand out from the crowd that
sends generic information people see all day long. Next, it differentiates
you from the rest of the lemmings. You are positioned as different.
You stand out and that is a great thing! Finally, it gives you more
latitude in your communication. You can do more fun things that will
get your target market’s attention.
I can hear some
of you saying that if you contacted your customers 20+ times this year,
they would tell you to stop the insanity! Frankly, NO! They will not
realize that you have "touched" them 20 times. They’re busy people
and, unfortunately, some of your messages will not reach the desired
target. This happens to all of us in marketing and that is why we know
it takes multiple contacts with the same or similar messages to be effective.
Before you jump
ship and say that takes money, I know things are tight!
So how do you do
this on a budget?
One of the easiest
ways is with email. It can be very cost effective as well as effective
in generating results. But for it to be effective, it MUST be informative.
A how-great-I-am note is a waste of bandwidth!
Also look at joint
promotions to keep your investment down. Who else is trying to reach
your target market that is not a competitor? Do they have a list of
people who would want to learn more about what you have to say? Could
they be interested in your solutions and services?
Now is the time
that more contacts are better than fewer.
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You'll be glad you did!
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Courage to grow
your business
With all that’s
going on in the world now, it would be easier to pack it all up and
quit than pursue the option of growing your business. The good news
is that there are huge opportunities out there. The bad news is that
it takes some serious intestinal fortitude to go after them.
I haven’t seen a
newspaper lately that had much good news in it! Between a sagging-at-best
economy and international turmoil, it doesn’t sound like a great time
to invest in marketing one’s services.
But leaders see
opportunities when others only see the obstacles. Now is a good time
for leaders to see the amazing opportunities that are available to all
of us.
Will you be the
one that continues on? Will you invest in your future and your business?
Do you have the courage to do the hard thing now, knowing that it will
pay dividends in the future?
I hope you do!
As always, have
fun with marketing.
Marty
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Quote
"Courage is not
the absence of fear; rather it is the ability to take action in the
face of fear."
Nancy Anderson
- Work with Passion
When you think of
the times we live in, it’s no wonder there’s some fear out there in
the world. But if you take action and move forward to grow your business,
you will be paid handsomely down the road. Get started now!
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Information provided by Martin Baird and NutritionalMarketing.com. Visit
us at http://www.nutritionalmarketing.com/.
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Please note that
all of the marketing ideas that are mentioned in our enewsletter or
on our web site are designed to help you grow your business. As you
know one size does not fit all and some of the ideas may work better
for specific applications.
