Saturday, February 22, 2014

No Excuses! (Part 1)

When was the last time you sent your customer/prospect/member/donor/fan a message via email, direct mail or another channel? Have you gone silent because you don't think you have a reason to write?

Too often, marketers only communicate with customers and prospects when they have something to sell. While that's a solid business objective, there are many other reasons to communicate that can help build your brand, strengthen customer loyalty and open new doors for two-way engagement across channels.

For example, successful real estate agents farm a specific area or market demographic to grow their business. The targeted audience may be a local subdivision or specific demographic based on net worth or other factors. The idea is to communicate with these people regularly, sending marketing messages that plant the seeds for future business.

So, if you're looking for reasons to write 1) be creative and 2) use this list to get your creative (and marketing) juices flowing—you have no excuse!  Here are 10 to get you started. 

1. Thank you. These are two of the most powerful words in the English language. Say thank you for a recent purchase, product review or XX years of loyalty.

2. Last chance. Catalogers have a long history of sending "Last Chance" offers to long inactive customers. But caution—say it only if you mean it.

3. We goofed. Watching our politicians reminds us it's better to admit you made a mistake than to hide in silence. People appreciate your honesty when you say, "We goofed."

4. Good news. The more relevant the news is to your reader, the more lasting the impact it will have. And make sure to give your advocates an easy way to share it.

5. Do a friend a favor. Yes, it's true, "Birds of a feather flock together." Ask advocates for referrals.

6. Happy, happy, happy! Send wishes for a Happy Valentine's Day, Happy Easter, Happy 4th of July, Happy Holidays, Happy New Year, Happy Halloween, etc.

7. We want you back. Because it's more cost-effective to reactivate an inactive customer/member/donor than to prospect for a new one, tell your inactives you've missed them and give them a good reason to return. 

8. You're invited. Getting invited to a special event (online or off) is almost as good as getting a gift.

9. Reminder. Busy people welcome relevant reminders to renew, attend, sign up or take advantage of a big sale that's about to end.

10. Birthday. Traditional birthday cards still are seen as more personal than e-cards, but both are welcomed!

Stay tuned.   I'll be posting 11 more reasons to write in the next few days.

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