The Power of Personal Thank You Notes

You are not in the business you think you’re in! You are actually in the business of building personal relationships. Accepting this principle and deploying it via multiple channels is an extremely powerful business building technique.

Think for a moment . . . . How often are you personally contacted by anyone with whom you do business? Remember the last time a business personally thanked you for having done business with that organization. The truth is you may not be able to remember having been thanked personally.

When . . . and if . . . you were, didn’t that business stand out rivited in your mind? . . .

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The marketplace is the sole arbiter of the success of your programs.  It alone determines what works and how.  Ignore that at the peril of your business.
In spite of the fact you may love your business, product, or service, never allow your love of such things to override the results of your market testing.
Design and pursue an [...]

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You may say you have the best product or service, the best engineering, the best customer service, or the best of whatever you are discussing.

My question is, “Best compared to what?” You may say, “Well, Paul, we are the best in our industry!” I would say that it is good to be the best in your industry or market area. That is fine but it is not really the question that should be addressed.

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Your mailing list (or e-mail list) is everything! I know this sounds like an overstatement, but consider this.

Your list is your customer database. The names on this list are the record, so to speak, of your business. They are certainly the most valuable asset of your business. “But,” you may argue, “I have all this expensive equipment to produce my products.” I would say your products are worthless unless there is someone to buy them.

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Your Contact Information is Your Lifeline 
 If your potential customers are unable to locate you, your store,  or your website, you have lost the favorable momentum your marketing has produced. 
You should put your contact information on every web page, every printed surface, every TV or radio spot, every ad that leaves your office.  It should be clearly visible [...]

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