94 ways to improve your customer response

SPECIAL 94 Ways To Improve Your Customer
ACTION Response
REPORT
More and more, you’ll find it essential to use both traditional marketing
strategies along with new “electronic” marketing techniques if you are to
A complimentary report maximise the return on your marketing dollars.
provided by an
independent BBG… Work through this checklist now to see what you need to do to get up to speed
Business Development in today’s exciting new marketing environment. By actually working through
Specialist this checklist – pen in hand – you will get an immediate idea of where you are
at with your marketing and what you can start doing immediately to lift your
Our purpose: game in this very, very important area of your business.
To provide practical
1. E-mail your customers more often. If you are now e-mailing once
business information
that works…
every month, increase the frequency to 6 or 8 times. If you
Guaranteed! increase your e-mails by 25%, you should increase your sales by at
least the same percentage.
In particular how to:
WARNING – Don’t over do it, though. You just need to let your customers
Increase Sales
Reduce Costs know you haven’t taken their money and couldn’t care less about them any
Improve Productivity more. You will stay in business mainly because of repeat customers - not new
ones. You therefore need to concentrate on your after-sales service. It will
Better Business pay off immensely.
Group Ltd

Serving Australian and Checklist:
New Zealand Business.
I have a database with customers’ addresses, phone and fax numbers
BBG Australia
and e-mail addresses.
U5, 51 Perry Street I have collected the e-mail addresses of all my existing customers and
Bundaberg, Qld 4670
Phone: 1300 711 743
transferred them to an online database.
Phone: +61 412 667 559 I have established a website and have set up an “opt-in/opt-out” e-zine
Fax : +617 3036 6174 (electronic newsletter) or have a “guest book” on my site to collect
Email: visitors’ e-mail addresses so that I can send them e-mail “updates”
bbgau@betterbusinessgroup.biz
and promotions every so often.
BBG New Zealand
1329 Akatarawa Road
2. Use a signature on every e-mail. This is second in importance only
Upper Hutt 5372. to the headline.
New Zealand
Phone: +64 4 5266880 (A sig file or signature file is a short generic selling statement spelling out
Fax: +64 4 5264024
your unique selling proposition or something of this nature at the end of your
Email:
bbgnz@betterbusinessgroup.biz e-mails. It is automatically placed at the end of all your e-mails by your
Presented By: computer.)

Checklist:

I have a standard signature file that is automatically attached to all my
e-mails.
Page 1 of 11 Copyright © Fred Steensma

94 Ways To Improve Your Customer Response

My sig file contains my USP (Unique Selling Proposition) and a brief description of the
benefits of my product /service.
I have an automatic system in place, such as Mailloop, to have ongoing e-mail sales letters
sent out to prospects who have contacted me, either via the web or in traditional ways.
(Find out about Mailloop software at www.marketingtips.com).

3. Don't forget to thank your customers for their order. Include a message with
orders... and include another merchandise/service offer with the "thank you"
message.
I have an automatic thank you e-mail set up on my website.
I have a program in place to ensure that a thank you note is always sent out to my
traditional customers after a purchase.

4. Ride on the coat-tails of current events, e.g. Christmas, Australia Day, birthdays, or
any special event which might be occurring.
My annual marketing plan is designed to incorporate annual events and special events that
occur in my region

5. Look for other products you can successfully sell to your customers. If you sell
information, then information on how to make and save money is the best prospect.
I am constantly looking out for new products, or creating new products to sell to my
existing customers
I have cross-selling and up-selling programs in place.
I am constantly looking for networking opportunities with other businesses whose
customers would like my products and whose products would suit my customers.

6. Include more offers in your e-zine than you already are. Subscribe to various top e-
zines and study them. See if you can adapt ideas you discover to your own e-zine.
I am aware of the power of building an online database.
I am continually working to create a more useful e-zine (electronic newsletter) and am
studying how other e-zines promote their producers’ products or services.

7. Think about using stimulating words for emphasis in your e-mails/e-zines. Use words
that play on your readers emotions, like invigorate, glee, bamboozle, rattle, explode.
I am collecting a list of “power” and “selling” words to use in my e-zine.
I regularly print out and file examples of e-zines that I find motivate me to buy their
products or services.

8. Try an unusual format that you’ve never used before.
Testing is an ongoing part of all my advertising and promotional activities.
I regularly test various formats and monitor both sales from them and feedback about
them.

Page 2 of 11 Better Business Group Ltd Copyright © Fred Steensma
Australia- U5, Perry St, Bundaberg, Qld 4670 - +61 412-667 559 or 1300 711 743– Email: bbgau@betterbusinessgroup.biz
New Zealand- 1329 Akatarawa Rd, Upper Hutt 5372, NZ - +64 4 5266 880 - Email: bbgnz@betterbusinessgroup.biz

9. Stimulate off-season business by asking for it. If you normally have a summer slump,
have a special “summer sale” mailing in the summer. You can boost your sales any
time of the year you need a boost through effective direct mail.
I have an “off seasons” direct mail strategy in place and working.
I am testing variations of this strategy.

10. Word your offer differently. Put a unique twist into it by offering a baker’s dozen
instead of a regular dozen. Or sell 110 instead of 100.
I regularly test the offers we make to find more effective offers.

11. You can easily add sound to your web site. Ask your webmaster.
I am using or I am researching just how I can add sound and video to my web site to
enhance its attractiveness to visitors and customers.
I am using or considering using audio tapes, videotapes, or CD Roms in my direct mail
marketing activities.

12. Change the size of your e-mails/e-zine layout frequently to create interest and appeal.
Yes, I am already doing this.
I have an extensive file of similar marketing e-zines and I am testing e-zines and
e-mails based on what I consider to be the best of these.

13. Test credit terms. You’ll find that accepting Master Charge/Visa will result in larger
orders than cash terms.
I have been, or am now, testing the changes in response that relate to offering different
payment option and plans.

14. Let people “peek” into what you have to offer by giving them a free sample.
I use free samples as part of my marketing mix for testing and then ongoing marketing
activities
I regularly test various free sample offers to determine which is most effective in terms of
conversions to sales.

15. Try using untested headlines and test them against your usual headlines. If your
usual headlines are making you money though, by all means continue to use them.
If, however, responses are just trickling in, you may need to change them totally.
But, first test others against your old headlines to see which pulls the most responses.
I regularly have “brainstorm” sessions in which we attempt to come up with 50 new
headlines and then pick the best of these and test them.
I am always looking and learning from the headlines used by other businesses in their
promotional activities.

16. Offer a discount if your product is purchased by a certain time or date.
I regularly test the different responses that result from discount offers as opposed to non-
discount offers and the gross value of the resulting sales.

17. Consider coupons, early order bonuses, etc.


I regularly test and then use these strategies if they work.

18. Pack order starters - a special offer that will get a person started on his order - into
your catalogue.
I regularly test pack order starters in my catalogue.

19.If you can sample your product, include it in your e-mail.
I test, including samples of information products in the e-mails I send out promoting them.
I test, including “hotlinks” to samples of my information products located on my web site.

20. Make more sophisticated use of your own mailing list and the lists you rent by
looking for those segments of people who fit my “best prospects profile” and forget
the rest of them.
I never go out to 100% of a mailing list, either my own or a bought list.
I seek to analyse the list to determine who are my best prospects, and only mail or e-mail
to them.

21. Test an ad with a free bonus report. Test an ad with several bonuses.
I always conduct tests relating to free bonuses in all my marketing efforts.

22. What is your “delete readability factor” - and what can you do to get people to open
your e-mails … or have they already pressed their delete button?

23. Use short paragraphs in your e-zines and on your web site. It makes for better
reading.
I regularly review my ads, e-mails and sales letters to ensure that I do not use paragraphs
with more than three to four sentences, and to ensure that I do not write sentences with
more than 12 to 15 words at most.

24.Test your ads by coding them.
All my ads are coded.
I have a system in place to ensure that I can accurately track responses to my ads.

25. Use teaser copy. Make your customers mouths literally water with expectancy.
I use and test a wide range of teaser copy.

26. Acknowledge orders promptly, and include any additional information which your
customer may need to complete the order.
I always acknowledge orders promptly.
I always include additional information of use to my customers.
I always include promotional material for other products with each fulfilment package.


27. Periodically send an e-mail letting your customers know that they’ve been missed …
even if they don’t owe you any money.
I am able to easily send out an email to customers who haven’t bought within a
predetermined period.

28. Follow up inquiries promptly and persistently. Make it easy to buy from you by
giving several ordering options and making the order button/link completely visible
to your reader.

29. Tie in a timely topic (current events, special problems, etc.)
I try to make my marketing efforts timely.
I often link marketing efforts to local or international news items.

30.Test multiple premiums with your offer and give your prospects a choice.
I frequently test the value of offering multiple premiums.
I regularly review the result of offering multiple premiums.

31. Remail your e-mail to your better customers three or four weeks later. You'll do 60-
75% as well on the second e-mail.
I regularly do this because I understand that often a prospect needs to see a marketing
message more than 7 times before actually making the decision to buy.

32. Remember the 5 basic rules ... test, test, test, test, test.
All my ads are set up for testing one component of them at a time, eg., Headline A –v-
Headline B or Offer A –v-Offer B

33.Don’t be afraid to run without a test if your gamble is small.

34.Use a bounce-back package enclosure to get an extra order.
I always include a “bounceback” offer – an offer to buy another product from me with all
my purchase fulfilments.

35.State your guarantee in the strongest possible terms... and state it often.
I always make my guarantee a prominent feature of my marketing efforts. I usually draw
attention to it both in the body copy and in the coupon, and make it a part of the “offer.”

36.Spotlight your sales points in your headlines.
All my headlines are checked to see that they are based on my sale points in general, and
my product’s BENEFITS in particular.
I create a list of any new product or service BENEFITS, RESULTS, OUTCOMES before
I commence creating any marketing piece.
I build my sales letters, ads and flyers around these benefits, outcomes and results.


37.Start your e-mail with a teaser to lead your prospect into wanting to open your e-mail
and read what's inside.
I build a teaser or a benefit into the subject of my e-mail.

38.Feature last-minute specials/bonuses. Just when your prospect feels that that’s it …
you “over-deliver”.
I am testing this strategy.

39.Offset delays in mail delivery by extending cut-off dates.

40.Cultivate customers with special savings, bonuses or premiums.
I understand the principles of “farming” customers and invest in the long-term value of
customers by giving them “more” at the beginning.
I understand that customer acquisition “costs”, and I know what the acquisition costs of
each of my new customers is.

41.Use a “Publisher’s Letter” to give the prospect an extra reason for buying.
I test sales letters from various authority figures in the business to see which is the most
effective.

42.Put distinctive differences in your sales letter to add interest.
I change and test various copy approaches in my sales letters.
I change and test colour, layout and design to see what works the best.

43.Stimulate action by featuring a time limit at the top of your letter.
I use time limits in my marketing efforts to “hurry up” buyers and stop natural
procrastination losing me sales.

44. Show how your product solves problems and enhances the stature of the user
among his/her contemporaries.
I regularly include information to assist buyers to get the maximum benefit from my
products/services.
I use testimonials relating to the effectiveness of this information in my promotional
activities.
I emphasise the success others are having as a result of using my products.

45. If buying your product has numerous benefits, spell them out by number, or use
bulleted lists for maximum impact.
I review my marketing pieces regularly to ensure that I have maximised the impact upon
the reader of the BENEFITS and OUTCOMES and RESULTS of using my products and
services.
I ensure that they are presented in the most reader-friendly way.


46. Increase customer goodwill and purchases with advance notice of sales. This is ideal
for affiliate programs … imagine finding in your inbox that you have made a sale.
Saves you having to check your stats unnecessarily.

47. Use stock photos for much less than the cost of making original shots.
I already have a large file of stock photographs.
I have bought, or am about to purchase, a digital camera for the specific purpose of
making it easy to take new photographs of all my products.

48. Cultivate customers with special catalogue offers directed exclusively to customers.
I have already set up an online catalogue, or am in the process of setting it up now.

49. Use unusual techniques to get your customers to read your e-mails right to the end!
I have been brainstorming, and writing down, ideas for getting customers to read my e-
mails right through.
I have printed out and set up a file on e-mails that I have received that I feel do this.

50. Use action stimulators to get your customer to open your e-mail.
I am already doing this.
I plan to start doing this from now on.

51.Dramatise big news by using a bold print or eye catching colour scheme.
I plan to start doing this from now on.

52.Increase the impact of your advertising with clip art, at minimum expense.
I have a large amount of clip art on file.
I plan to get this and I am going to order it now.
I currently do not know how to use clip art but I will start learning from __/__/__

53.Express appreciation to your customers for their past business. And enclose some
extra sell material with your thank you message.

54.Offer premiums that are unusual.
I have called a meeting with my staff to brainstorm the possibilities.

55.Update your web site by using a newsletter.
I already have an e-zine.
I plan to find out how to run an e-zine and start one by __/__/__
Visit www.zapperdapper.com for more details.


56.Notify customers if there is going to be a delay in fulfilment, and include additional
merchandise offers with this notification.
I already do this.
I will start doing this from __/__/__

57.Test post card deck mailings as an inexpensive method to get leads/customers.
I plan to test this from __/__/__

58.Put an alternative offer in the reply e-mail to create bonus sales.

I already do this.
I will start using this strategy from __/__/__

59.Try a pre-holiday e-mail to invite a former customer back.
I will commence trialing this from __/__/__

60. Try a customised (personalised) response vehicle to get your customers to respond.

61.Offer to provide specific benefits to the customers.

62.Offer potential benefits to both customers and prospects.

63.Call your business reply order form by some other name, such as trial order card.

64.A double coupon in your package could double your response.

65.If a postcard can tell your story ... test it.


66.Follow-up your prospect’s inquiries promptly with hard sell material.

67.Prove to your prospect that your free gifts are really free.

68.State your guarantee boldly, in strong words ... and repeat it often.

69.Develop a distinctive personality for your business.

70.Make major anniversaries a plus factor in your promotions.

71.Have your reply e-mail emphasise your prompt shipping service.

72.Present outstanding testimonials in a big way for big impact.

73.Never stop selling the advantages of direct marketing to your customer.

74.Consider using special forms to make ordering easier.

75.Test different length trial periods.

76.Promote seasonal products in off-season times ... and offer alternatives.


77.Ask customers their opinions of a proposed new product.

78.Use the negative to accentuate the positive.

79.Use stimulating words in your message.

80.Use match-up and comparison tables to increase selection ease and accuracy.

81.Always offer an “extra” or “bonus” to encourage a quick response.
I am already doing this

82. Send a coupon made out like a cheque for a certain amount to your clients and offer to
slash that amount off their next purchase for a limited amount of time.

83. Organise a training seminar to help solve your customer’s most frequent business
problems.

84. Send out a direct mail piece with a gimmick, for example, a lottery ticket attached to the
envelope, and interesting teaser copy on the outside of the envelope.

85. Send out an audio tape with training information and promotion of a product.

86. Have your web site put onto a mini CD along with a catalogue and distribute these discs
to your clients.

87. Offer a lottery ticket to win a new car if clients respond to your marketing material by a
certain date.

88. For big-ticket items, offer a substantial premium such as a Polaroid camera for orders
that are pending near the end of the month.

89. As the boss, pay regular personal visits to your top client base.

90. Send out novelty items such as bon-bons at Christmas with a special offer inside for the
person.


91. Look at printing your web domain name on T-shirts, caps or mugs. Send these to your
clients and include a special offer that can only be redeemed by visiting your web site
and providing personal details for your database.

92. If you have a web site, investigate putting training material in audio form including an
offer and a call to action.

93. Surprise your best clients with a hot breakfast (croissants and coffee) and while you’re
there, get an update on what their needs are at the present time. Follow this up with a
sales letter promoting the product or service most likely to solve their problems.

94. Always deliver more than you promise!!!


94 ways to improve your customer response

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