To have a successful business you need customers, right?
I’m stating the bleeding obvious here. Most businesses invest a lot of money to ensure they have new customers coming through the door on a regular basis. Yes? Right. What about your existing customers, do they get the same level of investment? Unlikely. At our Print Shop they do.
You'll never guess how the humble printed newsletter and leaky buckets fit together.
Print Can Sometimes Be Boring - Let's talk Buckets for a bit.
Think of your business as the bucket. It makes a whole lot of sense that we want to fill up the bucket with as many clients as possible. The good ones preferably. But in general terms we want to keep adding clients to the bucket to fill it up. Only it never really gets full. Lots of time, lots of resources and lots of money and the bucket is never really full.
Now I want you to imagine the bucket with some holes in the bottom. We’re often so busy looking at the top that we might not have even noticed what’s leaking out the bottom. Existing customers are dropping away, often forgotten, leaking out of the bucket in a trickle or even in a gush. Yet businesses are often still focussed on adding more to the top. What about plugging the holes in the bottom?
Clients already in the bucket know you, like you (hopefully) and have experienced your awesome business. It’s a given that your core business is awesome otherwise it doesn’t matter how good your marketing is your bucket will remain leaky.
As a general rule these clients already in your bucket are much easier to keep, much cheaper to keep and refer more clients to you than newbies. But most businesses don’t value them. Or maybe they’re not sure how.
At Cariss Printing we stuff our leaky holes with paper.
Paper that has this newsletter stuff printed all over it. Paper that gets sent to every client in our bucket. Sure, the odd one gets through but overall it’s a pretty cheap and effective plug.
At risk of giving away all our secrets if you’ve ever thought about doing a printed newsletter here’s 4 good reasons why:
You get to touch base unobtrusively every month. Even if the newsletter is not read it will get more than a nano second of time compared to if you sent the same content over email.
Your clients feel valued that you have taken the time, energy and resources to actually send them something in the mail. Which fewer and fewer people do these days.
You get to share information about your products and services. You get to upsell and cross-sell without being pushy, without being salesy. You get to offer real advice that is useful to your clients. They appreciate it. They will reward you for it.
You get to share a bit about yourself, your family, your staff, your life (if you want to). People buy from people at the end of the day. If your clients have developed a personal connection with you they are more likely to purchase from your company.
Staying in touch means that when your client is ready to purchase again you will be the first logical choice. It has certainly worked for our business. Let us talk to you about how you can make it work in yours. Call 1300 85 77 85 or email email@example.com