Feb 25 2021
In his classic best-seller, How To Win Friends And Influence People, Dale Carnegie’s second chapter is entitled The Big Secret of Dealing With People. The secret is summed up in this principle: Give honest and sincere appreciation.
Carnegie said there is only one way to get anybody to do anything — by making the person want to do it. How can you encourage customers to say good things about you and give you referrals? By giving them what they and all human beings crave: honest and sincere appreciation.
The Two Magic Words
The big secret of dealing with people (or customers) is often overlooked or forgotten. It’s simply saying “thank you” consistently, personally and, above all, sincerely. These two words work marketing magic because customers want to feel important.
Saying “thank you” is an act of kindness, besides. But don’t say “thank you” for the sake of flattery. It must be sincere. As Ralph Waldo Emerson once said, “You can never say anything but what you are.”
“Thank You” Promotes Referrals
The uncertainty of referrals can be disconcerting. Can you control them? No. Can you influence them? Absolutely.
First you must provide a valuable product or service for customers. (You’re already doing this, right?) But perhaps you can make an even bigger difference in their minds by your continued interest after you’ve delivered the product or service.
Each customer has a different level of satisfaction with your products and services. However, all customers to whom you say “thank you” are satisfied that they’re important to you. This can determine whether you’ll continue a relationship with them and get referrals.
“Thank You” as Direct Mail or E-mail
If you’ve never used direct mail and are considering it, start a thank-you correspondence program. If you’ve used direct mail or e-mail but haven’t sent thank-you letters or e-mails, start now.
The thank-you letter or e-mail to your customers is targeted (you know them, they know you), personal and effective. It’s guaranteed to receive a positive response.
Furthermore, it’s a pleasant surprise if it’s snail mail. They see your envelope. They think, this must be something for me to review, to sign, or worse a bill. Surprise! They’re appreciated; they’re important. And you’re the one telling them so.
Write a thank-you letter or e-mail at every opportunity. But don’t send one with an invoice or other correspondence. Always send it separately.
Writing the Thank-You Letter or E-mail
The thought behind a thank-you letter or e-mail may seem simple, but writing one can be tricky. Here are 9 tips for writing a winning thank-you letter or e-mail:
- Keep it brief. A half dozen lines (or fewer) are sufficient.
- Make it sincere. This is crucial. If you aren’t careful, it can sound awkward, even when you’re trying to be sincere.
- Start with “thank you.” Dear Ms. Johnson (or first name, if appropriate): Thank you for …
- Make the tone warm, but professional. Be friendly, but keep it businesslike.
- Reinforce a positive. Jog their memory of a positive aspect of the relationship.
- Offer your continued support. If I can help, please call …
- End with “thank you.” Thanks again for …
- Use an appropriate closing. Sincerely, Best regards.
- No ulterior motive. Make it a pure “thank you,” otherwise sincerity is jeopardized.
Remember: Saying “thank you” is part of building strong customer relationships over time. Use these two magic words consistently and watch your repeat business and referrals grow.
We offer e-mail marketing services that could make magic happen for your business; contact us now!
Jun 08 2019
How does online advertising help a local business grow?
Digital advertising increases awareness—it’s that simple. Digital advertising consists of a range of services, all of which work to promote a business online.
More and more businesses are increasing the amount that they spend on digital advertising, and experts like Jamie Turner suggest digital advertising on social platforms is well worth the spend.
“If I were to provide one tip to people who are using social media, it would be this — don’t be afraid of paying for social media reach and clicks.” – Jamie Turner, 60secondmarketer.com
The best part about digital advertising is that results can be easily monitored and ROI can be easily tracked. You probably don’t want to be spending lots of money without some proof of performance right?
With traditional media channels, there is sometimes no way of tracking the effectiveness of an advertisement in terms of advanced data analytics. With digital advertising, companies like Google and Facebook allow users to access advanced analytics. This way local businesses know that their money is being well spent and that the digital advertisements are positively impacting their storefront.
When determining the success of an ad, the important factors will differ case by case. For the most part, the success of an ad lies in the indicators listed below.
ROI indicators/measures of a successful campaign:
- Impressions: the actual # of views on an advertisement
- Clicks: the actual # of direct clicks on the advertisement
- Engagements: Social & landing page clicks
- Results: In most cases, results come in the form of a phone call or a store visit.
The Best Places to Advertise
Through our team’s extensive work in the digital advertising space, we have come to the same conclusion as pretty much every digital advertising company. The best places to spend money on digital advertising are Google & Facebook.
With digital advertising, not only is a local business visible online, but they are visible to the right people online. Platforms like Facebook and Google allow for advanced targeting, which puts a local business in front of consumers who are more likely to convert into a sale.
Plus, Google and Facebook accounted for roughly 60 percent of ad spend in 2017!
Why advertise on Google?
Reach: Google is the largest search network in the world, and consumers are using Google every single day to search for local businesses. Utilizing Google’s massive network capabilities, digital advertisers are able to find ideal prospects and get in front of users looking for their products/services.
In the age of digital, people are not looking at TV commercials or listening to radio ads to find a local business, they are searching for a service and then locating your business online.
With 3.5 Billion Google searches conducted every single day, customers are looking for local businesses and businesses should want to be on Google.
Flexibility: Google allows the local advertiser to spend whatever they want, whenever they want. With flexible options for ad spend, advertisers are able to test what works and what doesn’t work for a business. Spend a bit, wait to see how the campaign performs, and then reinvest in larger budgets for greater prospect reach.
Why advertise on Facebook?
Audience: The audience on Facebook includes 1.32 billion daily active users (DAUs) on average, at an increase of 17% year-over-year. As a local business, you simply cannot ignore the fact that Facebook is likely an intersection in which you can find prospective customers. If the daily average users stat doesn’t have you convinced then let’s talk about how often social media is being used. The average person spends nearly 35 minutes everyday JUST on Facebook, according to a recent study by Mediakix.
If there is one thing to take away it is that the audience on Facebook is MASSIVE, and they are on Facebook a LOT.
Targeting: Facebook Ad targeting is a marketer’s dream. Facebook allows the ability to focus on users so microscopically that you can basically become a bit of a digital stalker (in a good way?). Target users by their interests, behaviours, age, gender, location, and really anything that their Facebook profile may reveal about them including job title.
The Facebook algorithm has brought about changes to the local advertising landscape, but it remains one of the best environments for local businesses to get the word out about themselves!
By leveraging these two platforms, every local business can easily take their advertising game to the next level, and begin to rake in new revenue—with the data to back their investment.
We offer online advertising services; contact us now!