When I did my first newsletter, it was all stuff written by other people because I lacked the confidence to write my own stuff. s you gain experience on the Internet, you will develop confidence.
But make sure it's confidence not arrogance. I have run across a few people lately who are so full of false and inflated confidence that they have become arrogant. They act as if they know everything, have all the answers, and do not have to listen to someone else's position. You try to discuss something with them and they hear what they want to here and put their own spin on what you say, just so they can attack your credibility. The funny thing is it is THEIR credibility that gets destroyed in the long run. Stay away from that kind of "confidence." It will bit you in the butt!
The confidence you want is the kind that will allow you to speak up when you are sure you know your stuff. The kind that allows you to be quiet when you have nothing to contribute. The kind that will allow you to admit you do not know the answer but you know where to look for it.
7. Signatures
Develop a signature file that lets people know who you are and how they can reach you both online and offline. A virtual card attached to every email message in addition to your signature is a good idea. There are two schools of though on whether to use more than one signature. Some people argue that you should have multiple signature files so that you can customize your sig files to match the interests of your prospect. I disagree with that. You can never totally predict what will set off your prospect's hot buttons because people's needs and desires change. It is better to have an all inclusive sig file that BRIEFLY summarizes your business offerings. If you want to promote a specific product in your sig file, put a P.S. right before your actual signature information as part of the sig file. But make sure you put a sig file that promotes your business on EVERY email, even personal ones. You would be surprised at the response.
8. Convenience
No, not YOUR convenience, your prospects and customers! Make buying or subscribing as convenient as you can. Give them the EXACT URL of the page to subscribe. Give them the exact URL of the order page. They will be more inclined to oblige you if you make it convenient. No more that two clicks to the order page from any page on your site!
Make it easy for them to reach you. Provide an online form, an email address, a telephone number. Give them options and let them pick what's best for them. Try to make life with you as convenient and easy as possible.
Sometimes though you will need to inconveniences them a little, like we are inconveniencing you by having you fill out our form. When that happens, give your customers a reward, IF they do the appropriate action! That's where to use freebies!
9. Satisfied customers
This is the MOST under-used marketing weapon on the Internet. When I was selling insurance it was hammered into our psyches that you ALWAYS ask for referrals and you make it as easy (convenient again) for your customers to give you referrals. Having a database makes this very easy. You put a form on your site with space for the names and email addresses of at least TEN referrals. You send your customer a thank you and a link to the form asking them to take a minute to refer their friends, family, colleagues, or business associates to you. And you ask for referrals every time you send that customer a message.
The follow ups should also ask for feedback from your customers. Ask them specific questions - open- ended questions like "How did you like the way the product worked?" "What do you like/dislike about the product?" Make sure you include a notice saying you will post all responses on your web site and then do exactly that. Page after page of testimonials your prospects can read if they wish.
When you do customer service, send the customer a follow up survey asking their opinion of the support they received. Publish any comments. Post the results of your surveys: "Our support staff received a 100% satisfaction rating from our existing customers." Put that on your web site.
Use and ask for customer feedback, especially from satisfied customers!
10. To have satisfied customers, you must have excellent service. I guarantee that if you provide excellent customer service, you will get lots of repeat business. People buy from people they know and trust. What better way to build trust that to provide exemplary service. Follow up regularly to make sure the customer is happy with their purchase. Make sure they are not having problems. If they do, resolve it for them right away. You can have great products but you will not keep that customer long without great service.
Service is the key to building a long term relationship. Use your great service as a marketing weapon!
------------------------------------------------------- John Botscharow is a partner in 3R Marketing. 3R Marketing preaches and practices guerrilla marketing, the marketing philosophy best suited for small businesses to market online. 3R Marketing offers a number of marketing solutions to help you grow your business online, including the Web Guerrilla Journal, 3R's training newsletter, and complete web development designed for the guerrilla marketer. Visit them at http://www.3r-marketing.com and see what they have to offer. -------------------------------------------------------
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