By Bob Leduc
Every day I get postal mail and email advertising that
obviously wastes a large part of the sender's money and time.
Both of the following advertisements arrived today. Can you
identify the same major mistake in each that will chase away
most of their potential customers?
The first message came by email. It promotes a network
marketing business opportunity. No person's name appears
anywhere in the message. The only contact information is a web
site address. I clicked on the address and went to the web site,
several pages of text and pictures that do a good job of selling the
business opportunity. The "Sign Up Page" asks for a
lot of information about me but reveals nothing about the
identity of the distributor who gets paid if I sign up.
The next promotion came by postal mail. It was sent in a
plain white envelope with my name and address computer printed
on a label and no return address. Inside is an attractive sales
circular offering a book about tax reduction strategies for
small business owners. No one's name appears anywhere on the
envelope or in the circular. The order form includes a company
name and a handwritten 5-digit number labeled "Dept"
as part of the company's address. This number probably
identifies the distributor who sent the circular. The circular
asks me to send $43.95 in cash, check or money order to get the
book.
A real person spent money and time to send each of these
messages. They expected to generate enough business to cover
expenses and make a profit. Instead, each one chased away more
interested prospects than they sold. Do you know why? Because
they didn't include their real names and personal contact
information. The most valuable benefit you can offer to
potential customers is -- YOU!
Copy Big Business
All big companies publicize the names of their top
executives and the public can reach their offices. Usually a
staff of courteous, consumer-oriented subordinates handles the
calls and correspondence. They make sure every customer and
potential customer feels important enough to have access to the
executive offices. Why do big companies do this? Because they
realize how important personalized attention is to customers.
They also know it contributes to the company's bottom line. Most
owners and executives of large businesses understand this. Many
small business owners do not.
I talk with small business owners every week who use recorded
phone messages, fax on demand, autoresponders, web sites, etc.
without providing a way for potential customers to contact them
directly. They don't realize how much business they're losing
from potential customers who want to communicate with a real
person.
Personalize Your Automatic Systems
I'm not suggesting you stop using automated systems. You
should use them whenever you can. These valuable tools enable
you to eliminate repetitive, routine procedures so you can
devote more time to the productive functions of building your
business. However, they insulate you from your potential
customers and de-personalize your communications.
Make it easy for prospects and customers to reach you.
Include your name, address and phone number in everything you
use to promote business -- including your "automatic"
communications. This also applies to web pages and email
messages. If calls made to the phone number in your promotional
material do not come to you, include your own phone number too.
Publicizing your real name and personal contact information
enhances your credibility. The volume of additional business it
generates may surprise you.
Copyright 1999 By Bob Leduc
Bob Leduc retired from a 30 year career of recruiting sales
personnel and developing sales leads. He is now a Sales
Consultant. Bob recently wrote a manual for small business
owners titled "How to Build Your Small Business Fast With
Simple Postcards" and several other publications to help
small businesses grow and prosper. For more information...
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