Increasing the Lifetime Value of Your Customers With an Effective Followup System
Selling to your customers... again... and again... and again...
This special guest article is by Joe Robson. Joe is a master copywriter, co-author of the copywriting classic Make Your Words Sell!, and an entrepreneur who has started multiple successful businesses.
In this article, Joe warns against the tendency of beginning marketers to let their customers and opt-ins slide instead of developing an effective followup system that can earn those marketers values that far exceeds the effort they put into it.
'Sorry but...you never called'
By Joe Robson
Hi,
I think you will remember me. About 12 months ago I
visited your beautiful Website, and bought Book 1 of
the series called 'How To Persuade Your Customers To
Buy From You For Life'.
It was excellent.
In fact I was so pleased that I decided to thank you,
and to compliment you on your excellent customer
service.
But you know how it is. I never quite seemed to get
round to it. Never mind, I thought, those nice people
are bound to send me a Thankyou email. I'll hit reply
and do it then.
But you never called!
After about a month I was beginning to feel confident
about progressing to Book 2. But I wasn't absolutely
sure if I was ready. I don't really like admitting
this, but I think I needed a little 'push' from
someone. To be honest I think I was secretly hoping you
would contact me.
But you never called!
I felt a little silly at first, but your book said that
most people need reassurance before making a purchase.
They call it human nature.
The book also said that a professional Website builds
reassurance into its Sales Copy. Well I certainly felt
reassured when I bought from you. So I suppose it was
there somewhere. All I know is that your Website made
me feel like I could trust you.
Anyway, about 2 months later I made up my mind that I
would definitely buy book 2. But then a funny thing
happened.
While I was trying to find your URL a little voice in
my mind began to question your professionalism. Isn't
that silly? After all, a company with such a beautiful
Website like yours MUST be professional.
And then it hit me!
OF COURSE. You hadn't got in touch because you didn't
want to seem too pushy! The book said that lots of
people are like that. So I left my order just a little
longer.
But you still never called!
Then one day I stumbled across a Website that was
selling Book 2. I was surprised because I thought I
could only buy it from you. It was a super site and
very professional, and that's something I always look
for in a business.
But you'll never guess what happened. I'm ashamed to
say, that on the spur of the moment I bought Book 2.
Sorry, but I was thinking of buying it anyway and I
just couldn't help myself.
It turned out to be a really brilliant book. And I
made up my mind to email them with my thanks. But
you know how it is. I never seemed to get round to it.
Then they called!
It was a really nice email thanking me for my
business. I was absolutely thrilled they had taken
the time to send it. It was from a terribly nice
European guy called Otto Responder. His grammar was
excellent but seemed to lack that, you know, personal
touch. It was probably his accent. But it was still
kind of him don't you think?
So I replied immediately and later they put my email
on their Website as a Testimonial. You have no idea
how pleased I was when they asked for my permission.
Mind you I was a little disappointed that Otto never
asked me. He seemed like such a gentleman. And so
prompt!
Anyway, they were so pleased with the extra business
they made because of my Testimonial, that Otto emailed
me to say I was now a Privileged Customer, and as such
I qualified for a discount on Book 3. And if I bought
Books 3 and 4 together I would receive an even bigger
discount.
Imagine ME, a privileged customer. I was so proud!
Then they called!
It was Otto Responder again and he reminded me that
such a big discount on Books 3 and 4 could only be
given if I purchased within 7 days. So naturally I
grabbed the chance while I still had time. Well,
wouldn't you? And it's always such a pleasure to deal
with real professionals. Don't you think?
I'm on Book 573 now.
And do you know they STILL call me! Isn't that nice?
And yet, even though I'm delighted with Otto's service,
I do sometimes feel a little twinge of guilt. After
all I bought Book 1 from you. And like it says in the
book, customers are usually pretty loyal.
So I hope you're not too displeased with me. But
you're such a professional company I'm sure you're
only too happy I'm being well looked after.
And I know you will believe me when I say I really did
intend to buy from you.
But you see ......
You never called!
~~~~~~~~~~~~~~~~~~
Joe Robson is co-author of 'Make Your Words SELL' with Ken
Evoy. Joe and Tom Glander own The Newbie Club which is
bulging with unique NET and PC Newbie tutorials and eBooks.
CLICK ON OVER to
http://www.OneStopWebSupport.com/newbieclub and look at
their very professional Affiliate Program. It's BIG! Joe's
Copywriting site is at http://www.adcopywriting.com
Helping you become the successful business owner you want to be.
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