Your Greatest Marketing Assets

You might not think that you are a marketing and sales person, but if you own or work in a small business think again. When you're in business for yourself - whether you like it or not, feel like you're good at it or not - you are a marketing and sales person.

I tell my marketing clients and those that attend my various marketing presentations all the time that the two greatest assets you posses are your Attitude and Belief. When these are positive and show through your marketing and sales efforts, your results will increase dramatically.

Attitude: Be enthusiastic and passionate about your value proposition to the marketplace. You know that what you offer can make a difference and have an impact on your clients. When it comes to your own marketing, if you feel good about yourself and you have self-confidence because you are doing everything for the benefit of your clients, you'll become more attractive to prospective clients.

Belief: You don't have to have a degree in marketing to get great marketing results. But you do have to believe in yourself and your actions. I call it a self-fulfilling prophecy. If you believe that can't do something, you're right - you won't do it. On the other hand, if you believe that you can learn what it takes to get better marketing results you will.

If you're persistent in pursuing your business and your small business marketing with a positive attitude and belief that you can, sooner or later you'll find what works for you. You'll discover the marketing strategies and tactics that allow you to begin attracting attention and bringing in new clients consistently! I know because it's happening for me. http://admarket.sale

2 Little Words That Work Marketing Magic

In his classic best-seller, <I>How To Win Friends And Influence People,</I> Dale Carnegie's second chapter is entitled The Big Secret of Dealing With People. The secret is summed up in this principle: Give honest and sincere appreciation.

Carnegie said there is only one way to get anybody to do anything -- by making the person want to do it. How can you encourage customers to say good things about you and give you referrals? By giving them what they and all human beings crave: honest and sincere appreciation.

<B>The Two Magic Words</B>

The big secret of dealing with people (or customers) is often overlooked or forgotten. It's simply saying "thank you" consistently, personally and, above all, sincerely. These two words work marketing magic because customers want to feel important.

Saying "thank you" is an act of kindness, besides. But don't say "thank you" for the sake of flattery. It must be sincere. As Ralph Waldo Emerson once said, "You can never say anything but what you are."

<B>"Thank You" Promotes Referrals</B>

The uncertainty of referrals can be disconcerting. Can you control them? No. Can you influence them? Absolutely.

First you must provide a valuable product or service for customers. (You're already doing this, right?) But perhaps you can make an even bigger difference in their minds by your continued interest after you've delivered the product or service.

Each customer has a different level of satisfaction with your products and services. However, all customers to whom you say "thank you" are satisfied that they're important to you. This can determine whether you'll continue a relationship with them and get referrals.

<B>"Thank You" as Direct Mail or E-mail</B>

If you've never used direct mail and are considering it, start a thank-you correspondence program. If you've used direct mail or e-mail but haven't sent thank-you letters or e-mails, start now.

The thank-you letter or e-mail to your customers is targeted (you know them, they know you), personal and effective. It's guaranteed to receive a positive response.

Furthermore, it's a pleasant surprise if it's snail mail. They see your envelope. They think, this must be something for me to review, to sign, or worse a bill. Surprise! They're appreciated; they're important. And you're the one telling them so.

Write a thank-you letter or e-mail at every opportunity. But don't send one with an invoice or other correspondence. Always send it separately.

<b>Writing the Thank-You Letter or E-mail</B>

The thought behind a thank-you letter or e-mail may seem simple, but writing one can be tricky. Here are 9 tips for writing a winning thank-you letter or e-mail:

1. <I>Keep it brief.</I> A half dozen lines (or fewer) are sufficient.

2. <I>Make it sincere.</I> This is crucial. If you aren't careful, it can sound awkward, even when you're trying to be sincere.

3. <I>Start with "thank you."</I> Dear Ms. Johnson (or first name, if appropriate): Thank you for ...

4. <I>Make the tone warm, but professional.</I> Be friendly, but keep it businesslike.

5. <I>Reinforce a positive.</I> Jog their memory of a positive aspect of the relationship.

6. <I>Offer your continued support.</I> If I can help, please call ...

7. <I>End with "thank you."</I> Thanks again for ...

8. <I>Use an appropriate closing.</I> Sincerely, Best regards.

9. <I>No ulterior motive.</I> Make it a pure "thank you," otherwise sincerity is jeopardized.

Remember: Saying "thank you" is part of building strong customer relationships over time. Use these two magic words consistently and watch your repeat business and referrals grow.

(c) 2005 Neil Sagebiel