Business Marketing - Top 10 Rules: Corresponding With Clients
Business Marketing - Top 10 Rules: Corresponding With Clients
1. Make it obvious who it's from - Do you read all your mail in your mailbox or do you automatically eliminate the junk mail? Let people know the letter is from you.
2. Keep the letter to one page - When I see a multiple page letter, my first thought is how much time do I have to read it. If I'm busy, I might lose it in my "to-read" pile.
3. Say the important thing in the first paragraph - When I'm busy, I'm not willing to invest a lot of time to find out what this letter is about.
4. Make the letter personal - In all your correspondence, you need to build people's trust in you. Tell a (true) anecdote to illustrate the point if possible. People remember stories.
5. Make it sharp - Keep it easy to read, even without glasses on! Lots of white space helps. Check your spelling and grammar. Minimize words.
6. Clarify what you are asking - My rule: one letter = one request.
7. Specify the time frame - Those "you must respond by midnight to receive your free gift" letters work. If there's no urgency, why should I read this letter now (if at all)?
8. Motivate the reader - How does (what you're writing about) affect them? Does it save them money? Save them time? If you're unclear about it, so will they. If you don't know what the reader needs, ask them!
9. Gain their trust in you - Every communication from you builds on previous messages from you. It takes a while to build trust and a very short time to violate it.
10. Respect the reader's intelligence - Don't repeat the same message many times. Start your letter with your message, give details, and wrap up highlighting the message.
Business Marketing Top 10 Rules Corresponding With Clients - To learn more about this author, visit Jay Hamilton-Roth's Website.
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Here are my rules for corresponding with clients (these rules work for either email or postal letters). If I choose to read a letter (from a company) I've made a decision how to spend my time. If I find that the letter wasn't valuable, then I'll gradually learn to ignore (or worse, distrust) other letters from that company. Once someone ignores (or distrusts) you it's very hard to regain their trust. Think before you write!
1. Make it obvious who it's from - Do you read all your mail in your mailbox or do you automatically eliminate the junk mail? Let people know the letter is from you.
2. Keep the letter to one page - When I see a multiple page letter, my first thought is how much time do I have to read it. If I'm busy, I might lose it in my "to-read" pile.
3. Say the important thing in the first paragraph - When I'm busy, I'm not willing to invest a lot of time to find out what this letter is about.
4. Make the letter personal - In all your correspondence, you need to build people's trust in you. Tell a (true) anecdote to illustrate the point if possible. People remember stories.
5. Make it sharp - Keep it easy to read, even without glasses on! Lots of white space helps. Check your spelling and grammar. Minimize words.
6. Clarify what you are asking - My rule: one letter = one request.
7. Specify the time frame - Those "you must respond by midnight to receive your free gift" letters work. If there's no urgency, why should I read this letter now (if at all)?
8. Motivate the reader - How does (what you're writing about) affect them? Does it save them money? Save them time? If you're unclear about it, so will they. If you don't know what the reader needs, ask them!
9. Gain their trust in you - Every communication from you builds on previous messages from you. It takes a while to build trust and a very short time to violate it.
10. Respect the reader's intelligence - Don't repeat the same message many times. Start your letter with your message, give details, and wrap up highlighting the message.
Business Marketing Top 10 Rules Corresponding With Clients - To learn more about this author, visit Jay Hamilton-Roth's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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