How to turn new customers into clients for life

I once read some great advice to business owners, ‘Tell them what you’re gonna do, tell them what you’re doing, then tell them what you’ve done.’  Wow, great advice!

Let’s face it, we all want to establish great relationships with our customers … and we know that communication is the key to achieving this.  Yet, one of the biggest complaints we hear from customers is about lack of communication.

Communicating with customers is not only vital, it’s usually fairly simple, low-cost and an effective way to stay top-of-mind with them. Yet, honestly, how often do you communicate with your customers? I’m not just talking about newsletters and blog posts, I mean one-on-one communication via personal letter, phone call, email or various other channels.

As small business owners, we usually have fewer customers than larger organisations, so we’re more likely to be able to provide that personal service and communication. This is one way to really set yourself apart from the competition.

Regular communication can help you to:

  • Get the job in the first place
  • Establish a great rapport with clients
  • Demonstrate the value of your service and justify your fees
  • Smooth out any misunderstandings/stop problems from arising
  • Convert customers to life-long clients… and
  • Get some referrals!

When working closely with a customer, imagine the impression you could make by keeping them regularly updated on the progress of your project? Think about implementing a system which incorporates progress reports, email updates, personal phone calls and the occasional visit to your customers (where appropriate). Depending on the size of your business and your budget, you could use a diary, computer database or customer relationship management (CRM) system to ensure ease of communications.

By regularly communicating with customers, you enhance the sense of connection and make them feel more valued, which in turn makes customers much more likely to become life-long clients.  So few small business owners do this well – so it will be easy to stand out from the competition.

Try it… then be sure to ask for some client feedback. You’ll see how communication can improve your bottom line.

 

Lyndall Guinery-Smith is The Professional Writer. She loves to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

Lyndall has a strong background in Real Estate and is a specialist Property Copywriter. She happily works with clients all round Australia. Email her to arrange an obligation-free discussion about your latest project.

5 top tips to help get your business article published

You want to promote your business and attract more customers. You’ve done your research and found out that writing a press release or article is a great way to start the ball rolling.

Here are some tips to get you started:

  1. Know your market – Before you begin, you need to know exactly who your target market is, i.e. who will buy your products or services, then tailor the press release or article specifically to attract the attention of that target market.
  2. Where to publish – Once you know your market, you’ll need to find out where they get their information, i.e. do they read certain websites or publications? Where are you most likely to get their attention?
  3. Set the tone – Knowing your target market, are they more likely to relate to a formal, business-like tone or a more relaxed and friendly approach?
  4. Your story angle – To get the attention of an editor, you’ll need a good story angle – something that is of interest to their readers. Can you: Save them time, money or stress? Help them plan for a holiday, better future or family needs? Think about how you can help solve the reader’s problem.
  5. Research your publication – Contact the magazine, newspaper or website where you wish to publish your article and ask whether they take freelance submission or press releases before you start writing. If the answer is yes, ask them what their editorial guidelines are and make sure you stick to those rules when writing and submitting your article.

 

Lyndall Guinery-Smith is The Professional Writer. She loves to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

Lyndall has a strong background in Real Estate and is a specialist Property Copywriter. She happily works with clients all round Australia. Email her to arrange an obligation-free discussion about your latest project.

How to identify your UVP in 5 easy steps

As a customer, what makes you want to deal with one business over another when they both appear to offer the same product or service?  Some might say lower prices, but the vast majority of people want to receive:

  • Good customer SERVICE and…
  • VALUE for money, not just a low price.

It’s the combination of the service and value you provide to the customer which make up your Unique Value Proposition(UVP).  If you want to set yourself apart from your competition and win more business, it’s important to identify your UVP and then use it to streamline your marketing and increase sales.

Firstly, you need to be familiar with your target market, in particular, you need to identify who your ‘ideal customer’ is. Knowing your ideal customer and how you can address their specific needs and problems allows you to target your marketing, and provides a much greater chance of getting noticed by the people who will help increase your sales.

So, how do you identify your UVP?  Consider the following questions:-

1.  WIIFMWhat’s in it for me? What is the biggest benefit of your product or service, i.e. how does it solve your ideal customer’s problem/s, address a need, or improve their life?

2.  What’s unique – What do you offer your customers that is difficult to replicate? This might be the way you treat customers, your follow-up and customer contact system, your key people, the fact that you actually fulfil your promises, home delivery, etc…

3.  StrengthsWhat are the strengths of your business?

4.  Competitive edgeWhy would a customer buy from you rather than the competition?

5.  ASK – If you’re not sure of the answers to these questions, ASK your customers!

Let’s face it, the ultimate aim is for your business be your customer’s ONLY real choice. It’s helpful to answer the above questions for your own business, then do the same exercise on your competition.

Once you’ve established your UVP, you need to tell (or remind) all your current customers how you can address their needs or solve their problems, as they may not be familiar with your full range of your products or services. Reinforce this with a couple of strong testimonials that demonstrate how your product or service has helped overcome the customers’ problem.

It’s important to demonstrate HOW you can help customers, rather than simply telling them, ‘We also sell XYZ’.  You’ll find it’s more cost-effective and easier to sell an additional product or service to an existing customer than it is to attract a new one.

Feel free to let me know what your UVP is … perhaps I can feature you and your UVP in a future article. Drop me an email here. I look forward to hearing from you.

 

Lyndall Guinery-Smith is The Professional Writer. She loves to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

Lyndall has a strong background in Real Estate and is a specialist Property Copywriter. She happily works with clients all round Australia. Email her to arrange an obligation-free discussion about your latest project.

7 low-cost marketing tips for small business

Time after time, I hear small business owners lament ‘my marketing doesn’t work’. Quite often, when I ask them what type of marketing they do, I hear stories of how they recently ran an ad in the local paper, or dropped leaflets into the letterboxes of local homes, and received little or no response, so they stopped ‘marketing’.

As a small business owner, your marketing budget is often rather limited, so you need to make every dollar count. Following are some helpful tips to stretch your marketing dollar further:

  1. Tell ‘em and tell ‘em again – Today’s consumers are overwhelmed with marketing messages, so unless your message specifically addresses a problem they have, it will go unnoticed. Sadly, a one-off advertisement or flyer just won’t cut it. This is why you need to keep marketing your product or service on a regular basis, as your potential customers often need to hear your message several times before they will respond.
  2. Get noticed with a punchy headline – Asking a question which addresses the need of your target customer is a very effective method.  For example, ’Does your lawn need mowing, but you just don’t have the time?’ or ‘Isyour book-keeping driving you mad?’ or ‘Want better value for money on your insurance?’.
  3. Who ARE you? NEVER put your business name at the top of your advertisement unless the name of your business solves a problem. Basically, the person reading the flyer doesn’t care who you are until you tell them how you’re going to help solve their problem.
  4. Less is more – Don’t try to cram too much information into the ad – just a few important points are enough.
  5. Happy clients help sell your message – Having said that, it’s great to use a brief testimonial from a happy client (with a photo) if you can, i.e. ‘this is how they solved my problem…’, which shows how effective your product or service can be. A third party is always more convincing at selling your product or service than you are.
  6. Will it work?  It’s a great idea to test your ad copy out on a few people first – preferably someone who will give you open and constructive feedback.
  7. Devil in the details – Make it easy for people to contact you. Ensure your phone number, street address and/or website address is prominently displayed. Make sure you double-check for mistakes too – one wrong digit in your phone number or web address can be a disaster! Ensure your staff know about the marketing campaign and that they greet all customers in a welcoming manner. It costs too much to get them ‘in the door’ – you don’t want to lose them before they buy!!

Remember, consistency counts… so keep sending that message out to your clients and potential clients on a regular basis. Best wishes with your marketing efforts.

 

Lyndall Guinery-Smith is The Professional Writer. She loves to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

Lyndall has a strong background in Real Estate and is a specialist Property Copywriter. She happily works with clients all round Australia. Email her to arrange an obligation-free discussion about your latest project.