By Alan Graner
The following is from Winning Direct Response Advertising: How to recognize it, evaluate it, inspire it, create it by Joan Throckmorton (1986).
1. You’re not here primarily to make a sale; you’re here to get a customer
Before you capture a customer you must first capture customer data. This allows you to build a relationship based on your growing knowledge of their habits.
2. Set up a positive dialog with your customers
Once you establish a dialog, constantly test and measure what appeals to the customer. To keep them buying, ask them what they want…and listen. They’ll tell you as long as you test carefully and scientifically.
3, Customer service is vital to your business
If you treat customers properly, they’ll continue to tell you not only what to sell but when to sell, how much to sell and the best offer to use.
Fulfillment is an important part of customer service. Record when an order was received, when it was shipped, how it was shipped, when and how it was billed and paid for.
4. Listening to your customers gives you the confidence to make more money
Your customer information can tell you not only where you are but also where you can logically expect to be over the years ahead.
5. Nothing must destroy your credibility with the customer.
The customer takes you very seriously. The customer listens to you. The customer remembers.
A final word
Whatever you say…however you say it…however you present it…first ask: “Does this make sense to the customer?”
What tips would you add?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.