My last five articles have talked about writing compelling, effective sales letters. Some marketers would argue that sales letters are the only true prospect/customer communications in that you're conveying actions you want your readers to take rather than just providing information to them. I believe there are multiple reasons for communicating with your prospects and customers and multiple ways of doing so. Some of those ways are content based and others are method or medium based. Let's take a closer look. 

Back to the future 

All communications must start with the end in mind. I'm sure you can think of many reasons to communicate with your prospects and customers. Some examples are: 

·         To say "thank you";

·         To ask for referrals;

·         To stay "top of mind";

·         To introduce a new product or service;

·         To offer support for the products or services you've already sold;

·         To educate your readers;

·         To send birthday, anniversary or holiday greetings;

·         To build brand recognition and loyalty; and

·         To market your offer and call your readers to action. 

If you're clear about what you hope to accomplish with your customer communications you'll find it easier to create an appropriate and focused message. This applies whether you're writing a detailed sales letter or a simple "thank you" note. 

Reasons – not excuses 

Although there are many reasons to communicate with your prospects and customers, one very important reason is to further your relationship with them. Do this in a positive way. 

• Personalize your messages.
• Send information that is relevant, meaningful and timely to your readers.
• Keep in touch with industry news.
• Make special up sell or cross sell offers to your existing customers.
• Offer your prospects a bonus to entice them to "act now!"
• Get to know your customers well enough to send them interesting information about their hobbies and passions.
• Send unexpected greeting cards or post cards.
• Be sincere. 

One of the biggest and best reasons for communicating regularly with your customers is to keep your name and your message fresh in their minds. Send positive, helpful messages that your prospects and customers look forward to receiving. Offer what you know, not just what you sell. Provide information that will help your prospects and customers achieve their goals. As contrasted with a bombardment of promotional messages, your readers will welcome regularly sent messages of this sort. 

It's important to realize that, even in big accounts, you're dealing with people who have personalities, interests and lives beyond the purchase of whatever you're selling. Be a resource to them. Establish a personal relationship with them. You don't have to become every customer's best friend, but acknowledge him or her as an individual and communicate with him or her on a personal, meaningful level. 

Choose your method 

So, what are some of the ways you can communicate with your prospects and customers? There are traditional ways, such as print, radio and television. But with today's technology you can communicate much more effectively, at a much lower cost and much more personally, than ever before. 

Start by asking how they'd like to receive your communications. 

• Do they prefer snail mail, email, fax or phone calls?
• How frequently would they like to hear from you?
• Would they like to receive a regular communication that offers tips about using your product or service, as well as special offers?
• Or would they prefer limiting communications to product updates or new product announcements?
• Where do they "hang out" – Websites, print publications, clubs or associations, radio and TV programs? 

The method of determining your customers' preference can be as simple as asking them at the check out counter; asking them to complete a short survey online or via email; or sending them a direct mail piece with a tear off return post card. 

Perhaps the easiest and highest return on investment method is to offer a coupon or some other desirable perk in exchange for your customer's email address. Deliver the promised reward by email and use the opportunity to ask their preference for future communications. 

Of course, while it's still a great asset to have your customers' physical addresses, in today's hurry-up world, having a list of permission-based email addresses is critical to delivering communications that are time- and money-saving for you and quick and convenient for your customers. So collect an email address from everyone with whom you do business and from as many prospects as are willing to share their information. 

Where do you get all these wonderful toys? 

In addition to email, there are more low cost, easy-to-use and unique tools to help deliver your message than ever before. The barrier to using technology to deliver your communications is crumbling rapidly. More on that in my next article. See you then. 

Ó 2007 Patrick A. Hassett. All rights reserved. 

Pat Hassett draws on more than 30 years experience in sales, sales management and sales support roles across several industries. He stands ready to help you increase your sales, your profitability and your customer loyalty through the use of customer-centric sales methods, high level customer service and customer relationship management tools. To learn more about how SalesNow! can help you, go to www.salesnowonline.com or write to infalesNowOnline.com. 

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