How to find more customers in 2010

All businesses turn over customers on a regular basis for any number of reasons;
20% of the population move annually, they may no longer need your product or
service, they began buying from a relative or friend, they find a better price and/or they become upset with your products and/or service. So you need to be finding, targeting and developing new customers on an ongoing basis. Also, don’t forget to do everything you can to keep your current customers happy. (But that is a topic for a different article)

Finding new business through a direct marketing program is not difficult, it just
demands variety, determination, repetition and consistency.

Think about how many times you may have done what I have; I received three direct
mail menus from an area Oriental restaurant. The first I threw out on the way back
from the mail box. The second I looked at to see where they were located and then
pitched it. Later when craving Chinese food I thought “where did I put that menu?”
I put the third mailed menu on the Fridge and when my craving came back again, I checked to see if then had Egg FooYoung, and placed an order.

I am sure this restaurant placed ads in the newspaper, but I only pick up a newspaper occasionally to work the crosswords. They probably have a sign in front of the strip mall they are in, but I usually enter it from the side to access the grocery. How often do you check out mall signs for new businesses?

A great marketing plan involves contacting prospects and building customer contacts
by multiple methods on a regular basis.

Remember to always view your marketing material; web site, mailers, emails and even
your place of business from the perspective of your customers. What do they like? What do they want? How will they feel and react to what they see?

Have a great web site: It is the way of the world and many people like to find and
investigate potential places to shop, if not also do business, on the internet. Always have a special offer on your web site with a coupon or special order code. Provide some valuable information on your product or service. Have a response form for them to request additional information and/or to sign up for a newsletter or regular special offer emails. (This will allow you to build an opt-in customer email list)

Profile your current best customers and create a mailing list of similar prospects. Plan to send out 3 – 5 direct mail pieces to this list. Make sure to include a special offer, discount and/or coupon on your mail piece. Always get quotes from 2 or 3 mailing list providers. They all have pretty much the same data, but some are rather greedy.

Your mail piece should: Make them aware of your business. Provide them with a reason to buy with some urgency (30 day special) Direct them to your business and/or web site for additional information.

Create a one page newsletter with tips and information about using your products and services with a monthly special. Hand these out to regular customers and offer to provide them to web site visitors.

Create a blog on your web site that features articles from your newsletter. Submit your relevant articles to free article submission and publishing web sites on the net. Make sure to include a bio of you and your business with your web site and email address.

Set up an account on local business directories and networks such as Merchant Circle in Your area, Selfgrowth.com, Google and Yahoo local business listings, Yellow Pages.com etc.

“Build it and they will come” is a great line for a movie, but in reality you will need to work hard and tie in all of these marketing methods to continue growing your business. Remember consistency and repetition are the keys to successful marketing.

Good Luck and Good Selling! Have a great 2010.

Jim Wallert, owner of JWallMarketing, has over 30 years experience working with all sizes and types of businesses in creating successful business development and marketing plans. Jim works with several marketing list compilers to provide his clients with the most current, accurate and relevant mailing lists possible. Just “Ask Jim” when you need a reliable and productive marketing list. There is never a fee for your estimates and quotes. Check us out at www.jwallmarketing.com or email any questions to jim@jwallmarketing.com .
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