Jack came to me with frustration in his voice.
'No matter what I do, I just can't seem to get my business off the ground. I'm getting calls from my ads. The callers seem very interested in what I offer, but few of them ever follow-through and actually buy. If this keeps up, I'm afraid I'll have to close my doors within a few months.
'What am I doing wrong?' he asked.
I had heard this story many times before.
A good marketer is like a good detective. You need to dig to uncover the facts before you can come to any solid conclusions.
It didn't take too much digging to discover that Jack was causing his own frustration.
Here's another real-world example of what happens when you don't follow up with your prospects and customers.
A neighbor of mine hired a computer tech a while back to fix a problem with his computer system. He was happy with his service, and had good intentions of using his services again in the future.
Over the next year there were a number of instances when he could have used the tech's services again, but he had too many other projects on his desk, and kept putting off calling him.
The tech never followed up with him over those 12 months. Not a note, not a call, not a post card. It was like he fell off the face of the earth.
Get ready to boost your business with these 6 simple ways to increase your customers.
1. Stop Doing the One-Step
95% of the advertising used by small business owners is based on the One-Step strategy.
The marketing piece tries to sell the product or service in one, quick and easy step. There's a description of the product, perhaps a picture of the owner, with a brief description of the product. There may be a few bursts about how long they've been in business, how many awards they've won, etc. At the bottom of the ad, flyer, e-mail or letter is a phone number with the line 'call for more information.'
Few people respond to these types of One-Step ads. They are huge money wasters. If you're doing the one-step, you already know they don't work -- stop using them immediately.
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A sure path to failure is to fumble and guess at your marketing strategy and actions.
As human beings we love to 'assume' that we already know the answers to our business and marketing questions.
'That won't work in our business.'
'Our customers would never buy that.'
'The way we're doing it is the only way to do it,' etc.
Be very, very careful of uttering similar pronouncements.
Millions of dollars have been lost by people who mistakenly believe they have all the answers.
The only way to know if something will work or how well it will work is by testing it.
We were once asked to sell a product on our web sites. We were skeptical about it being successful, but decided it was worth a test.
The result of that test?