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Posts Tagged ‘attention’

How To Keep Your Customers From Using The Competition

By: Dan Kennedy on: March 9th, 2010 6 Comments

Yesterday I wrote about how important first impressions were to customer relations.

Now, I’d like to turn our attention to what you can do to foster customer retention.

Later in the game the customer relations process evolves into follow-up and follow-through.

How would you react if…

… you got a call from your car dealer service manager a week after having some repairs done just to make sure everything is okay?

…you got a call from your doctor the evening after treatment just to check up on you.

…you got a questionnaire in the mail from a restaurant you dined at soliciting your comments and suggestions.

Some business people tell me that’s looking for trouble. I disagree. I think it’s looking for rapport, loyalty, satisfaction and repeat business.

If follow-up turns up a lot of dissatisfaction you need to make some changes. The dissatisfaction is there whether you discover it or not.

How would you react if you got a thank you note a few days after buying a new suit from a clothing store, you got a birthday card from your insurance agent, you got a free dinner gift certificate as a thank you from a hotel chain, you got a personalized luggage tag in the mail as a gift from your travel agent?
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Using Sex in Small Business Marketing

By: Dan Kennedy on: October 22nd, 2009 5 Comments

Sex in small business marketing has long, long been used, for a wide variety of products, appealing to men, and to women.

It can be subtle “ like Cadillac’s woman driver: the question slyly asked by the sexy woman: when you turn your car on, does it return the favor?

…overt “ think after-shave ads.humorous “ people my age remember football star Joe Namath in pantyhose.

…branding “ think Playboy, think GoDaddy’s Super Bowl commercials…think Hooters.
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Make History with Your Marketing…Every Single Monday

By: Dan Kennedy on: October 20th, 2009 6 Comments

For several years, I was “the small business marketing guy” assisting a schizophrenic human potential/wealth training organization which, as its main sales activity and deliverable, put on a 3-day seminar every weekend – and had to draw from 300 to 1,000 people to it every week.

A good percentage of those people were returning many weekends in a row.

Traveling from all over the country to Phoenix.

I learned pretty quickly that, every Monday morning, we had to come up with the big idea for the big promise of how this coming weekend’s event was going to be dramatically different, bigger, and more amazing than last week’s.
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The 5 Elements of a Good Direct Response Ad

By: Bill Glazer on: September 28th, 2009 19 Comments

This is my quick checklist of ESSENTIAL Elements of a good direct response ad

1.) REASON FOR ADVERTISING other than your desire to get customers or sell something. BIG NEWS (other than announcing a new logo), BIG IDEA, a breakthrough solution to somebody’s problem. The biggest reason for advertising failure is advertising just because you need to advertise.

2.) ATTENTION-GETTING HEADLINE that telegraphs the news, the idea, the breakthrough…and”sells the ad.” The Headline’s first job is to compel the reader to stop whatever he’s doing – like reading the news in the newspaper- to, instead, shift his attention to your message.

3.) AS CLOSE TO AN ‘IRRESISTIBLE OFFER‘ AS YOU CAN GET. Most ads have no offers or weak, dull, plain vanilla offers. You have no right to response when you offer little.

4.) URGENCY:REASON(S) TO ACT IMMEDIATELY, made believable.

5.) DIRECT,CLEAR ‘CALL TO ACTION’ which connects #3 and #4 to INSTRUCTIONS to the customer of how to respond and what will occur when they do.

There are many additional helpful elements – such as proof, credibility,celebrity, pre-emptive answers to skepticism and reasons not to respond,risk reversal, and others.

But the above five are the absolutely mandatory components.

If you lack any, you do NOT have an ad at all.

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