One of the most amazing things about consumers is that
people are not aware of the publications available within
It is a very wise decision to visit a local library and ask
the business librarian how to find magazines or
publications that are in your industry. They will help you
locate them and it may be a good idea to subscribe to them.
Reading these publications will keep you informed and
motivated and show you how well other people are doing. You
will read success stories and be able to implement ideas
that other successful companies are using. You will also
see products and services within your industry offered to
companies like yours.
This will also keep educating you. The best investment
you’ll ever make is the investment in yourself. Once you
stop doing that, you don’t stop in one spot, you go
backwards. You don’t want to let that happen.
Your industry publications are a great source for this
information. They’re very easy to read and usually
inexpensive. Some of the newsletters are a little more
expensive, but overall these are worthwhile.
while you’re into reading over your new publications, you
will notice that the vast majority of businesses are made
up of the “numbers game”. You see, business is numbers. If
you don’t know what your numbers are, you really don’t know
what’s working in your business.
You won’t be able to focus. You can’t just have a “kind of
a notion” about your numbers. You have to know them. You
should look at them every single day. There are 5 check
list items you must do on a routine basis to cover all your
angles of your business:
1. know the cost of a marketing campaign.
2. know how many calls you got from that campaign.
3. know how many of those calls became customers.
4. know the average amount of money you made from those
5. know how many referrals you got from those customers.
When you calculate the figures, you’ll know if a marketing
campaign is working and you can figure out your average
numbers. Then you’ll know which is working better and which
is working worse. This is the only way to track your
marketing and only doing things that work.
The combination of your new publications and while
crunching numbers, you’ll Want To Have A Standard Package
Of Material For New Customers.
You’ll want to develop a package of information to send to
every new customer that is going to thank them for becoming
a client, include your free report or book that explains
your products and services. This will educate them as to
why they’re going to continue to do business with you.
This type of package can do many things for you. It can
show them your company goes the extra mile. It can create
higher perceived value because they’re getting more than
just a product or service.
It helps you convince them to buy more and continue being a
customer of yours. It’s cheap and easy. You’re going to be
sending information to them anyway, so you may as well
package it together in a welcome kit. Now that you have
publications and numbers to review, the only thing left is
to give your customers exactly what they want- your
products or services.
By Abe Cherian
Copyright © 2005
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