Why I Like to Repeat Myself

August 27, 2008

Why I Like to Repeat Myself
By Adams Hudson

There’s something about “repeat business” that makes me want to, well, repeat myself. So here goes: send a newsletter to your customer base. Why do I say this so often? The reasons are clear.

First of all, your customers need to be reminded that you are their contractor. Second, a customer newsletter helps reinforce your image as an expert in your field. Make sure your newsletter is professionally prepared, and you’ll be reinforcing your professionalism.

The fact is your customers are very important to your company’s bottom line. I’m sure you’re thinking, “Well, duh!” But the other fact I must point out is that a lot of companies let their customers slip away without so much as a “where did you go?”

One of the best ways to keep that from happening is by maintaining regular contact. And one of the best ways to do that, of course, is with a customer newsletters sent two to four times a year.  There is not a single, more effective method of staying in touch with your customer base.

A good customer retention newsletter costs less than $3 a year per customer including postage for four issues. Not a bad return on investment, especially since it involves returning customers. Every customer who has written you a check in the last 48 months should be receiving your newsletter.

Ultimately, a strong customer retention program that uses a newsletter as its centerpiece is going to translate into real dollars for your company’s bottom line. Surveys show that loyalcustomers spend 33% more than non-loyal customers. And referrals among loyal customers are 107% greater than among non-loyal customers. If the business that wins a customer stays in touch, treats him fairly, remains valuable and continues to build the relationship, the customer can’t help but use and refer the business.

Now, is it any wonder why I repeat myself? But how about you? Repeat the success hundreds of other contractors have enjoyed: send a newsletter to your customer base!

Adams Hudson
Adams Hudson is president of Hudson, Ink “Creative Marketing that Works.” His company creates a full line of marketing tools for contractors including Customer Retention newsletters, Yellow Page ads, “turn-key” Marketing PowerPacks and custom copywriting. You can get a free subscription to his “Sales & Marketing Insider” by faxing your letterhead to 334-262-1115 with the request. Also check out www.hudsonink.com on the web for free marketing tips or call 1-800-489-9099 for more info.

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