Our 5th contact is always a personal phone call. Here’s how this restaurant owner started the conversation with our Marketing Director. “I love your stuff, but it’s too expensive and I can do the same thing myself for 60 cents. That’s your cost so you guys are just trying to rip me off.”

First, what he does himself is a chintzy, small postcard. We send out a full color personalized letter with a glossy certificate. SO he was measuring apples to oranges.

Sorry, I digress…let me finish the story. Now, we do it all: Get the list, design the letter, insert the letter, stamp and mail! So it’s a completely Turn-Key and all Done-For-Them specialized New Customer Acquisition mailer. The owner does none of the work except decide how many new guests he wants to come through his door.

After his brusque, inaccurate reply, my Marketing Director asked him the following questions:

#1. Is your personal time worth anything? He answered, “No, that’s just part of my job.”

Okay, that tells me he’s a loser already, but the second question got his undies in a bundle. My Marketing Director asked him:

#2. I see on your website that you sell a 12 ounce New York Strip for $29.95, is that right? The restaurant owner replied, “Yes, that’s right.” So my Marketing guy proceeded, “Well if I can buy a steak that size in the big family pack at Costco for $8.90 a pound, my question to you is are you ripping off your guests or have you created a value for them?”

Of course the restaurant owner said that he was creating a value for his guests which my Marketing Director replied to by saying, “Well, that’s exactly what we do for our clients.” The restaurant owner said he still wanted to do it himself. Fine. We can respect that. But we would have appreciated him not telling us that we were ripping him off.

As my mentor says, “Sorry, but you can’t fix stupid.”

Have a Great Marketing Day!

Know WHO are your best customers?

Deciding on who your best customers are is a very simple task that will bring you a very large payday. But you must take the time to figure this out. Here’s how to walk through the exercise its simple, simple. Get out a sheet of paper and start putting down the traits of your ideal customers (you noticed I said Ideal and I want at least 10) such as age, income, kids in the house, male, female everything you would like them to be …..GOT IT?…… Okay now go over what your best customers look like the ones that already do business with you and write that info on a separate sheet of paper. Now match-up the 2 sheets of paper and see the similar traits. You now have the profile of you very best customer. Okay, I really simplified the task but you get the idea……..

Why find the WHO?

You now know the who! But why do you need to know? Because now you can write to that group of people and make them an irresistible offer to come into your business and spend their hard earned money with you rather then with some big chain restaurant or big box store. Example: I have a independent karate school that has determined that his best customers are parents with kids between the ages of 3 to 6 years old. Consequently, we have developed a letter for him that address all the issues that parents have with 3 to 6. Do you think the letter would be effective if it was a generic letter trying being sent to parents of teenagers, pre teens and 3 to 6 years old all in one letter? The questions and problems are different in each age group like; drugs, sex, peer pressure etc? If you answered yes each age group has a different set of circumstances then it also holds true for adults 30 to 50 years olds they see the world differently than young singles 20 to 30 year old and retired grandparents have a completely different set of circumstance. So that’s why you need to determine the WHO.

New Customers Now is a Done-For-You company that will help you determine your best customers. Then we will get the list, develop the letter or postcard, print,stuff and stamp your mailer … If you would like a FREE 20 minute consult with absolutely no strings attached to hear how we can help you get more new customers and ideal customers that will be a joy to sell then contact Shannon at 517-548-5315 or e-mail  her.