In additional to a monthly mailer, you should think about a quarterly mailing that is more personal in nature. Let your customers know what is going on in your life. It is like sending a personal letter to each of them. Olympia Funding is very successful in using this technique; they call this "Letters from the Heart". CEO Bill Hogarty encourages customer contact and he is insistent on customer service. It has been said that without the service, the contact is useless and without the contact, there is no one to service. These letters usually tell a story from a book, a famous quote, or some other familiar item with a personal twist on its interpretation. You will find that you will get responses to these letters almost immediately. Do not send them unless you absolutely stand behind what you are saying. Hollow letters are soon discovered.
If you have a database of customers, all you will need to do is generate the labels to place on the postcards you are sending. The postcards should be printed ahead of time then sent close to quarter end. You may want to skip your monthly newsletter this month but it is not necessary. Your customers may be looking forward to the news and they will also get a bonus with the letter from the heart. If Olympia Funding can be very successful with this approach, there is not reason why you cannot be as well.
Provide yourself with as many vehicles for contact as you can but make sure you do not overdo it. Make sure what you are saying is true and that you will stand behind the words. The result is a customer list that will keep on growing |
