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The Eyeballs You Already Have

Written by: Shel Horowitz

Article Overview: It's always easier to get more attention from the people who are already paying attention to you--and to bring them back as customers, far more cheaply and easily than going after strangers. This month, a few easy strategies to get more attention from your existing list:

The Eyeballs You Already Have

It's always easier to get more attention from the people who are already paying attention to you--and to bring them back as customers, far more cheaply and easily than going after strangers. This month, a few easy strategies to get more attention from your existing list:

* Product packaging: the box or wrapper can have both marketing and informational material, including interactive ideas such as contests, reasons to visit your website, novel uses for your product, etc. For a great example, I profiled the Nature's Path cereal company, masters of the value-added package in my Positive Power of Principled Profit newsletter.

* Inserts: If you're already paying to mail a physical product, throw in a flier for another product that goes well with it. It could be your own, or it could be an exchange with a complementary business. Your implied endorsements of each other's products will grow both your audiences.

* Newsletters: Keep your own customer and prospect lists informed of product releases, special deals, articles that establish your credibility, and so forth. You can use e-mail, postal mail, RSS feeds (if you have a techno-savvy market), and more.

* The product itself: If your product is a book, CD, DVD, etc., include calls to action right in the product that generate interest in other products. If you run an e-commerce website, take a leaf from Amazon's book and use the site itself to refer related products. If you sell a physical product, at least put the URL somewhere. This even works with underwear: Joe Boxer may have been the first to put its URL on the elastic band of every pair.

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Article Tags: amazon, audiences, book cd, cereal company, credibility, e mail, elastic band, endorsements, flier, informational material, interactive ideas, joe boxer, masters, novel, paying attention, postal mail, profit newsletter, prospect lists, related products, underwear



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