One sentence can make or break a campaign

As we’ve discussed before, I still believe that well written direct mail works when it is done properly because I see the results. While much of it is “junk”, there are folks out there producing high-producing mail pieces. What do I mean by “high-producing”? I mean mail that survives a trip from the PO Box […]

Prevent lost customers with these five words

Small businesses are always interested in getting more new customers, but sometimes forget that keeping existing customers is less expensive than the cost of replacing them. While products, services and customer support are critical to the health of your business, it’s critical to maintain a strong connection with your customers through properly timed communications. Tending […]

How to segment your customer list

photo credit: artist in doing nothing Have you heard that you should “segment” your customers before marketing to them? Ever wondered what that means, much less how you’d do that? We’re going to talk about that today in simple terms, but before we do that, you might be wondering … Why should I segment my […]

Start a streak

photo credit: kevin dooley What have you done every day, every week or every month for years? For example, I’ve written a weekly column for the Flathead Beacon since 2006. I don’t get a week off from the column if it’s Christmas or the Fourth of July. It just gets done. Some find that a […]

The unexpected message clients get from you

photo credit: Nicholas_T Have you ever received a new-customers-only offer from someone that you already do business with? In particular – Have you received one and found that the “new customer deal” in the ad is better than what you’re paying? As an existing customer of that business, how does that make you feel? To […]

Talk is cheap, conversation is priceless

How we talk, write, stand, sit or hold our hands and arms plays a huge part in how effective we are in helping others understand what we have to say, much less keep their attention long enough to finish the message. If they don’t get it all, at best you may as well have said […]

Everyone is no one’s customer

photo credit: diloz Several times a week, someone pastes a spammy little message into the contact box here on the blog. It starts off something like this: Hi, I hope you are the right person to discuss about the B2B Lists. We are a leading player in the list vending industry catering to all list […]

Why they don’t take your calls and don’t read your mail

photo credit: seeveeaar Do your customers and prospects let your calls go to voice mail? Do they open your emails? If they were, you’d know (or should). Think about why *you* let calls go to voice mail and why you ignore certain emails. While you might be busy and decide to let calls go to […]

A Letter from Georgia

photo credit: ClaireDelRey We almost didn’t open it, thinking it was junk mail. Why would the University of Georgia send us mail way out here in Montana? We aren’t alumni. Our kids don’t go there, nor do we have prospective students considering the school. The letter was addressed to “The Riffey Family” (printed, not hand-addressed), […]

Billboards and plumber’s pants

photo credit: psyberartist Drive around long enough and you’ll see a billboard that says “If you’re looking, it’s working”. I see the same slogan on electronic advertising displays, which can be found everywhere from restaurant restrooms and gyms to billboards. Is it “working” when you accidentally glance at the back of a plumber’s pants when […]