Home Business Center Newsletter July 2002
"If you ever think you’re too small to be effective, you’ve never beenin bed with a mosquito." - Anita Roddick
> Answers to Subscriber Questions
• How to Get Results with Leads
• 12 Strategies to Bring Customers Back
• All About Copyrights
• 10 Ways to Light Up Your Sales
• How to Write Ads that Get Results
• 8 Image-Building Tips to Increase Sales
• Tool Helps Create eBooks in a Snap
• Selling Products Through Home Shows
> Business of the Month & Business Tool of the Month
> Advertising with HomeBusinessCenter.com
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We welcome your ideas and suggestions.
support@homebusinesscenter.com
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Getting Results with Leads...
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Finding customers for your business can be a daunting task. Buying leads can be an easy solution.
Whether you are buying email, phone or mail leads, you want to make sure the leads are pre-qualified and
targeted. These leads traditionally cost more, but will save you time and money in the long run because the
leads are more likely to buy.
What to look for when purchasing Email leads:
1.) Look for double opt-in or permission-based
2.) Select leads targeted to your particular industry
3.) Positive testimonials from current customers
What to avoid (don’t get caught spamming!):
1.) "Bulk Email" programs
2.) Email extraction programs
Once you have your leads, you can get sales letters, automated follow-up tools and marketing tips that make
"selling" a breeze.
This website shows how to get results in 4 steps:
click here
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12 Great Strategies to Keep Customers Coming Back
Courtesy of The Business Reader
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1. Build an unbeatable bundle of products and services.
Take a cue from Amazon.com: If you want to keep your customers, make sure they can get what they want
without leaving your premises.
Amazon may have started selling books, but today, surfers stay in its online store for greeting cards,
music, videos, tools, toys, software, and with the zShops initiative, to shop as many small,
independently-owned stores as the company can cram into cyberspace.
2. Give your customers an incentive to come back.
Be it a gift, a discount, special financing, or a chance to win what's behind Curtain #1, customers come
back for incentives.
McDonald's cashed in on the Beanie Babie craze by offering a series of specially designed Teenie Beanies
with its Happy Meals for kids. The promotion generated so much business in 1998 that the burger giant ran it
again this year.
3. Tap into the power of communities of interest.
Try thinking about your customers as a community and your company as the common connection they all
share.
To get a feel for how strong that bond can be, just drop in on the 60th annual Harley-Davidson rally in
Sturgis, South Dakota in August 2000 and suggest that some other company builds a better bike.
4. Stand behind your work and reap the rewards of trust.
If your customers don't trust you, they won't come back. Period. But, if they do, you can survive the
roughest seas. There is only one maker of refillable lighters left in the U.S., the Zippo Manufacturing
Company.
What makes Zippo so special? The simple, unequivocal lifetime warranty: "It works or we fix it free."
5. Support good works and your customers will support you.
Doing well by doing good is a powerful loyalty builder. Just ask children's clothing maker Hanna. Its
"Hannadowns" program encourages customers to return their purchases when their kids have stopped wearing
them.
The customers get a 20% discount on their next order, Hanna keeps the customer buying, and the needy get
10,000 articles of returned clothing per month. Everybody wins.
6. Show your appreciation to every customer.
Thoughtfulness counts. Industrial cleaning products maker New Pig Corporation provides its telephone reps
with fast access to an assortment of greeting cards.
Mention that your favorite football team won on Sunday and a day or two later, the postman delivers a
congratulations card from the company.
7. Know your trophy customers and treat them best of all.
If the Pareto Principle runs true at your company, you will find that the top 20% of your customers
contribute 80% of sales.
Japan's Oura Oil turns its trophy customers into service station royalty. Customers who purchase over 5,000
gallons a gas per year get a special club card entitling them to plenty of extra services, such as free
windshield wiper fluid, whenever they gas up.
8. Make it easier to buy from you than your competitor.
UPS knows convenience is king in a busy world, so it created an elegant overnight package for customers,
like mortgage lenders, who send lots of documents that require signatures and return shipping.
The company made a reusable envelope, so the recipient can simply sign the papers and ship them back in the
same package. Via UPS, of course.
9. Go and get 'em.
The Country Christmas Tree Farm in Sebastopol, CA knows that it's tough to earn the loyalty of customers who
only come in once per year, so it sends a thank you note with a twist.
Buy your Xmas tree from them and a thank you note arrives the following Thanksgiving…along with directions
back for this year's tree.
10. Find out what your customers want and give it to them.
LISTEN! Worcester, MA's Fallon Clinic began listening to its customers' complaints and found out that many
of them centered on one department's doctors.
Some fast interpersonal skills training for the staff and patient complaint levels were reduced by almost
two-thirds.
11. Become a customer service champion.
What do Nordstrom, Southwest Airlines, and Ritz-Carleton Hotels have in common? They are famous for building
their businesses by putting customers first.
Consumers flock to them because of it. These companies are led by CEOs who are customer service champs; they
recognize and reward employees that cater to customers; and, they brag about their accomplishments. You should
too.
12. Read 1,001 Ways to Keep Customers Coming Back
(Prima, $16, ISBN 0-7615-2029-5). Theodore Kinni and Donna Greiner spent a half-decade searching out 1,001
ways to achieve world-class levels of customer retention. They are collected in a single book -- an
idea-a-minute toolbox of customer retention tactics, techniques, and tips.
1,001 Ways To Keep Customers Coming Back is available in bookstores. Copies signed by the authors are
available direct from The Business Reader at a 25% discount from the cover price. Please e-mail your request to
bizbooks@gte.net or phone The Business Reader at 757-258-4746.
Copyright 1999, The Business Reader
Get 30% off here
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All About Copyrights
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Do you have a book, software, music or a website that you want to copyright?
What exactly is a copyright?
Do you really need to register for one?
Find out the facts before you decide:
click here
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10 Spellbinding Ways To Light Up Your Sales!
courtesy of Larry Dotson
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1. Specialize your product or service if you have too much competition. If you're selling an advertising
book, rewrite part of it and target it just to pet businesses.
2. Sell a lead in product for super cheap, even if you loose a little money. If people like it, you have a
greater chance to sell your higher price product.
3. Give people a free version of your product. If it does what you say they, will pay for the up-grade or
deluxe version to get more benefits.
4. Ask your visitors outcome questions in your ad copy like: "Where do you want to be financially the next
two years?" This'll persuade them to buy.
5. Give your product away for free to people that will agree to influence your target audience to buy it. It
could be experts, famous athletes, actors, etc.
6. Give your potential customers a bonus that will actually pay for their purchase. It could be money saving
coupons, an affiliate program, etc.
7. Make your sales letters or ads sound like it is common sense to buy your product. For example: "Everyone
knows you can't make money..."
8. Make sure your ad copy sounds like you know what you're talking about. If people sense you or your
business doesn't, they won't buy.
9. Load your ad copy up with tons of benefits and bonuses. People will think and feel like they are getting
a lot for their money if they buy.
10. Assume your potential customer is going to buy. For example: "Dear Future Millionaire". They will want
to buy in order to feel that way.
About The Author Over 40,000 Free eBooks & Web Books when you visit: http://www.ldpublishing.com As a
bonus, Bob Osgoodby publishes the free weekly "Your Business" Newsletter - visit his web site to subscribe and
place a FREE Ad! http://adv-marketing.com/business
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How to Write Ads that Get Results:
Click here
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8 Image-Building Tips for Your Business
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Do you want people to take your business seriously? Here are 8 ways that you can create a professional
company image without spending a lot of money...
click
here
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How to Create Your eBooks in Snap...
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After researching several ebook compilers, the eBook Generator is what we have found to be the best, low
cost easy-to-use program.
Their programming includes "single computer registration" – which means that one customer cannot pass on
your ebook to multiple customers.
click here
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How to Sell Products Through Home Shows
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Sometimes buyers hesitate to purchase a product over the internet because they cannot physically touch it or
see how it actually works.
This is the benefit to having a home show. It is a fairly quick and easy way to demonstrate your product to
a group of people in a fun, casual setting.
At the same time, you can get lots of referrals and feedback from prospective customers without spending
time and money following up with each person.
You can find out more about how to throw your own home party
click here
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Business of the Month
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Business Tool of the Month
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For more information on quality home businesses and effective marketing techniques,
click here
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