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How To Double Your Sales With A Powerful Risk Reversal Guarantee

The concept of Risk Reversal is simple – but it requires some boldness.

It means that YOU, the businessperson looking to close a sale, should identify the various reasons a potential customer would hesitate to buy. You then think of little things you can do to overcome those reasons.

The Risk Reversal is like a Guarantee – but way more powerful.

It’s a “guarantee on steroids”. A “Godfather“ guarantee.

The kind a buyer cannot turn away from because the buyer has nothing to lose and everything to gain.

Before we go there…let’s look at the Basic Guarantee that 90% of online and offline merchants usually have. Let’s label this Level 1 on the Scale of Guarantees.

Level 1 – The Standard Guarantee

A standard guarantee offers buyers a 30 day period to return the product for a full refund. This type of guarantee is required by law in many countries such as the UK, USA, EU.

It’s mediocre and your competition probably offers it too.

Truly successful businesses always go beyond a Level 1 guarantee.

Level 2 – The Extended Time Period Guarantee

A Level 2 guarantee will extend this 30 days period to 90 or more days.

Many sellers swear by the 90 day guarantee. By giving the customer a full 90 days to try your product you often lower the refund rate.

Here’s why:

Let’s say Mary buys a $90 set of aerobics DVDs from your online store with a 30 day guarantee. It takes 10 days to reach her. Mary now HAS to test the DVDs in the next 20 days to see if she likes them. But she finds herself too busy. All of a sudden she has 2 days left to return the product for a full refund. It’s still sitting on her shelf untouched – feeling the pressure, she returns it unopened.

But if Mary had been given more time to try out the product, there’s a good chance she would not have felt pressured and may have taken more time to test, play and fall in love with the product.

If you’re selling products online, you can often create significant increases in sales AND lower your refund rate just by extending your guarantee to 90 days.

But Level 2 is nowhere close to what a guarantee can do.

Now we step into the Zone of Risk Reversal.

A few years ago, a guy by the name of Nick got frustrated because he could never find the right kinds of shoes he liked in the local mall. Nick went home that day and got online hoping to browse through online shoe stores – but there were few of them set up at that time in 1999.

Nick wondered if he could establish his own online shoe store. The idea kept jumping around in his head and eventually he quit his day job and founded Zappos.com.

At first people told him he was crazy. Shoes are something you need to hold in your hand before buying. You need to try them on. Feel the leather. Have your spouse see them on you and let you know what they think. There were a multitude of reasons to NOT buy shoes online.

Yet Zappos thrived. In 2005, the 6 year old company did $370 million in shoe sales!

How?

Well let me tell you what gets most people hooked on Zappos. Sure, Zappos had a wider variety than a traditional shoe store. But it was Zappos Risk Reversal policy that really makes most prospects into loyal customers. Here’s the decision making process prospects go through before buying their first pay of Kenneth Coles on Zappos.

  • What if I don’t like that shade of brown? Can I return it? Zappos’ answer was yes.
  • If I try it on and find it won’t fit – can I return it and get another pair? Their answer: yes.
  • Will you pay for the shipping – and the cost of return shipping? Their answer was again: yes!
  • If I buy it and then randomly change my mind – can I still send it back and get my money Again – the answer was yes.
  • If I bought it and then found one for a cheaper price somewhere else, can I send it back? Again – yes.

They had an answer for every SINGLE doubt their prospects had. They were prepared to lose a few dollars or pounds  on return shipping because they were smart enough to understand that once their prospects bought the shoes – they would probably really like them and want to keep them. They knew their prices were good and they knew that once they got them hooked, they would be willing to tell their friends about them.

They were willing to bend over backwards to give their prospects the best service possible and eliminate every single doubt from their mind. No physical shoe store I know would place that much trust in a customer.

Zappos had effectively reversed every single doubt prospects could have in their mind. They made it a no-brainer to be their customer.

That is risk reversal.

Guarantee’s are fine – but they’ll only get you so far.

Risk Reversal on the other hand – will make you millions and make your competition tremble in their boots.

This is where we come to Guarantees that effectively Reverse the Buyer’s Risk and make it a no-brainer to purchase from you.

Once you go beyond Level 1 and 2 – there are 4 more levels of Guarantees that fall in the Risk-Reversal Zone.

Level 3 – The Try and Then Buy Guarantee

This type of guarantee allows the buyer to pay only AFTER 30 days. The buyer pays nothing upfront or pays a small amount like $/£1 and knows that they will be billed later unless they cancel.

This is how this type of guarantee works. You allow the buyer to make a purchase for a mere $/£1 – 3.

They get to play around with the product for 30 days. At the end of 30 days, unless they cancel, they authorise you to bill them the balance owed.

Level 4 – Guaranteed Results or a Full Refund

Stronger still is the “Pay only if it works guarantee”. You guarantee a certain amount of results, say a 5 times boost in profits and allow the customer to claim a refund if this goal is not met.

This guarantee is not only fair to the customer – it helps close sales because you’re painting a positive picture in the customer’s mind of what your product can do for them.

Level 5 – Customer Always Wins

Next is the “Customer ALWAYS Wins” Guarantee. This is where the customer can return the main product for a full refund but can still keep the accompanying bonus gifts.

Let’s say you sell energy-efficient lighting. As a bonus on sales over $/£50 you offer the customer a free energy-efficient bulb worth $/£15. (Of course the bulb would have cost you only $/£5 wholesale, but the value to the customer is $/£15).

You allow the customer to return the lighting within 60 days if it doesn’t please them. And they can still keep the bulb as a thank you for trying out your store. So the customer wins – either way. That can be very reassuring.

Now you may worry – couldn’t people take advantage of your generosity?

The answer is yes – they could. But you’ll find that very, very few would actually do so. Most people are fundamentally good. When using this type of guarantee you will find that less that 0.5% of buyers attempt to misuse the system.

But so what if you lose $/£5 a few times due to a few unethical buyers. The increase in sales you get will more than make up for this. This guarantee and risk reversal policy works well because of the psychological image it sets up in the buyer’s mind.

Simply put: the buyer can’t possibly lose. Even if they make the purchase and then have to return the light fixtures, they still end up with a free bulb.

The customer always wins!

That’s powerful risk reversal at work.

Now Level 5 is where many of the BEST stores stop.

But there is one more level you can use.

Level 6 – The Platinum Guarantee

This is where you offer the customer a double your money back guarantee.

It requires some boldness and you better have an excellent product. If you do – this guarantee can work miracles.

Here’s an example:

If you implement at least 5 tactics from this book and haven’t seen a boost in revenue that puts a smile on your face, makes you more excited about starting your day each morning and deposits more money in your bank account – we will not only issue you a full refund – we will issue you TWICE your money back. We’ll pay you the cost of the book times 2. That’s $594. It’s the least we can do as a thank you for placing your trust in our business.

Now that’s a guarantee.

In this next example I’m going to personally reveal the Risk Reversal script that one of our colleagues used to create an overnight 50% boost in sales for their book.

Take a look at the script below and you’ll see how they answer the customers concerns regarding time, ease of use and depth of knowledge.

Here’s The Risk Reversal Script that Boosted Response by 50%

An Important Note – If You’re Still Undecided

If you own a website and are looking to grow your business but have still not ordered, you’re probably hesitating for one of the following reasons.

Check the Response that Best Applies to You.

Reason #1: You’ve bought many books before but they just sit on your shelf gathering dust. You just don’t have the time right now.

Our course is designed to inspire you to take action. It’s broken down into easy, sequential steps with clear directions. We guarantee that every chapter will make you want to jump up, implement a tactic and grow your business.

So here’s what we’ll do….If the reason above applies to you – we’ll allow you to purchase the book for $1 USD. The balance of $296 will not be charged for 30 days. Order the ENTIRE course for $1 and read the first few tactics. If you feel we’re not living up to our promise, simply drop us an email at (email goes here) and we’ll cancel your billing and refund you $1.

Our bet is that the book will not only inspire you – it will motivate you to act, to take action, and to do something about growing your business. Before you even pay us more than a dollar, you’ll be looking at your business from a whole different perspective.

Click here to order the ENTIRE Course on a 30 Day Trial for just $1 »

Reason #2: You’re still new in this field – you’re afraid that buying such a comprehensive course of advanced tactics will engulf you with too much information and you may get lost.

Our course is designed to be easy to act upon. Knowledge counts for nothing – being able to act on this knowledge is the key to growing your business. So here’s a promise – if at any point you get ‘stuck’ or have questions on how to further grow your business – we’ll schedule a one-on-one call with you to offer help.

I will personally get on the phone with you, and guide you step-by-step through any hurdles or difficulties you may have.

You can request this help anytime by emailing me at (email goes here).

Reason #3: Price is not the issue – time is the issue. You’re busy and you want to know tactics and strategies that can create BIG upturns in your business. Are the tactics in this course really powerful enough?

Our guarantee is that you can return the course to us – ANYTIME – within 90 days – for a FULL, No-Questions Asked Money Back Guarantee. But your concern is really time not money.

We’re confident that the tactics and strategies we outline in this book will make a huge positive influence on the level of sales, leads and revenue coming into your business. And we’ll put our money where our mouth is.

If you have implemented at least 5 tactics from this book and have not seen a boost in revenue that puts a smile on your face, makes you more excited about starting your day each morning, and deposits more money in your bank account – we will not only issue you a full refund – we will issue you TWICE your money back.

Yes, we’ll pay you the cost of the book times 2. That’s $594. Just show us the 5 tactics you implemented on your site. This will probably help us refine our tactics further. We’d be happy to pay you double your money back just to get that information.

Fair Enough? Click Here Now to Order »

That’s it – this is what they did to cause an overnight 50% boost in sales.

An Important Question

Now let me ask you this important question – and I want you to take one of two actions as a response. No matter what action you take – you will win big.

Why have you not purchased our book?

I mean seriously? The risk reversal we’re using should cover every hesitation you have.

If you can’t think of any more reasons not to buy – Go ahead and make the purchase. You’ll love it! But if you don’t love it, just email me and claim your refund.

Now if you can think of a new reason not to buy, and feel I haven’t accurately covered this reason – email me.

I’ll reward you by giving you the $297 course for free because you’ll be helping me refine my Risk Reversal presentation.

Make a Decision Now – Either Way You Win

I’m serious. You’re either going to get the book for free or buy it.

With risk reversal strategies like this, you will see your sales soar.

 

How To Systemize Your Business

Why Systemize?

A system is any process, policy, or procedure that consistently achieves the same result, regardless of who is completing the task.

Clear systems will free you from the day-to-day functioning of your organisation. Your company will run more smoothly, make profit, and provide a higher level of service – regardless of your involvement.

Any task that is performed in your business more than once can be systemized. Ideally, the tasks that are completed on a cyclical basis – daily, weekly, monthly, and quarterly – should be systemized so much so that anyone can perform them.

Systems can take many forms – from manuals and instruction sheets, to signs, banners, and audio or video recordings. They don’t have to be elaborate or extensive, just provide enough information in step-by-step form to guide the person performing the task.

Systemizing your business is also a healthy way to plan for the future. You’re not going to be working forever – what happens when you retire? How will you transition your business to new ownership or management? How will you take that holiday you’ve been dreaming of?

Businesses that function without their ownership are also highly valuable to investors. Systemizing your business can position it in a favourable light for purchase, and merit a high price tag.

There are seven general areas of your business you can potentially systemize.

  1. Administration
    This is an important area of your business to systemize because administrative roles tend to see a high turnover. A series of systems will reduce training time, and keep you from explaining how the phones are to be answered each time a new receptionist joins your team.

Administrative Systems

  • Opening and closing procedures
  • Phone greeting
  • Mail processing
  • Sending couriers
  • Office maintenance (watering plants, emptying recycle bins, etc.)
  • Filing and paper management
  • Workflow
  • Document production
  • Inventory management
  • Order processing
  • Making orders
  1. Accounting
    This is one area of systems that you will need to keep a close eye on – but that doesn’t mean you have to do the work yourself. Financial management systems are everything from tracking credit card purchases to invoicing clients and following up on overdue accounts.

These systems will help to prevent employee theft, and allow you to always have a clear picture of your numbers. It will allow you to control purchasing, and ensure that each decision is signed-off on.

Accounting Systems

  • Purchasing
  • Credit card purchase tracking
  • Accounts payable
  • Accounts receivable
  • Bank deposits
  • Cheques
  • Tax payments
  • Profit / loss statements
  • Invoicing
  • Daily cash out
  • Petty cash
  • Employee expenses
  • Payroll
  • Commission payments
  1. Communication
    The area of communication is essential and time consuming for any business. Fax cover letters, sales letters, internal memos, reports, and newsletters are items that need to be created regularly by different people in your organization.

Most of the time, these communications aren’t much different from one to the next, yet each are created from scratch by a different person. There is a huge opportunity for systemization in this area of your business. Systemized communication ensures consistency and company differentiation.

Communication Systems

  • Internal memo template
  • Fax cover template
  • Letterhead template
  • Team meeting agenda
  • Sending faxes
  • Internal emails
  • Newsletter template
  • Sales letter template(s)
  • Meeting minutes template
  • Report template
  • Internal meetings
  • Scheduling
  1. Customer Relations
    Another important area for systemization is customer relations. This includes everything the customer sees or touches in your company, as well as any interaction they might have with you or your staff members.

Establishing a customer relations system will also ensure that new staff members understand how customers are handled in your business. It will allow you to maintain a high level of customer service, without constantly reminding staff of your policies. It will also ensure that the success of your customer relations and retention does not hinge on you or any other individual salesperson.

Customer Relations Systems

  • Incoming phone call script
  • Outgoing phone call script
  • Customer service standards
  • Customer retention strategy
  • Customer communications templates
  • Sales process
  • Sales script
  • Newsletter templates
  • Ongoing customer communication strategy
  • Customer liaison policy
  1. Employees
    As I showed you in an earlier E-Class, your need to create systems in your business for hiring, training, and developing your employees. This will establish clear expectations for the employee, and streamline time consuming activities like recruitment.

Employees with clear expectations who work within clear structures are happier and more productive. They are motivated to achieve ‘A’ when they know they will receive ‘B’ if they do. Establishing a clear training manual will also save you and your staff the time and hassle of training each new staff member on the fly.

Employee Systems

  • Employee recruitment
  • Employee retention
  • Incentive and rewards program
  • Regular employee reviews
  • Employee feedback structure
  • Staff uniforms or dress code
  • Employee training
  • Ongoing training and professional development
  • Job descriptions and role profiles
  1. Marketing
    This is likely an area in which you spend a large part of your time. You focus on generating new leads and getting more people to call you or walk through your doors. These efforts can be systemized and delegated to other staff members.

Use the information in this program to create simple systems for your basic promotional efforts. Any one of your staff should be able to pick up a marketing manual and implement a successful direct mail campaign or place a purposeful advertisement.

Marketing Systems

  • Referral program
  • Customer retention program
  • Regular promotions
  • Marketing calendar
  • Enquiries management
  • Regular advertisements
  • Advertisement creation system
  • Direct mail system
  • Sales procedures
  • Lead management
  1. Data
    While we like to think we operate a paperless office, often the opposite is true. Your business needs to have clear systems for managing paper and electronic information to ensure that information is protected, easily accessed, and only kept when necessary.

Data management systems help you keep your office organized. Everyone knows where information is to be stored, and how it is to be handled, which prevents big stacks of paper with no place to go.

Ensure that within your data management systems you include a data backup system. That way, if anything happens to you server or computer software, your data – and potentially your business – is protected.

Data Management Systems

  • IT Management
  • Data backup
  • Computer repairs
  • Electronic information storage
  • Client file system
  • Project file system
  • Point of sale system
  • Financial data management

some reworking. If you have previously established some systems, now is a good time to check-in and evaluate how well they are functioning.

Use your notepad to create a list of systems that currently exist in your business. If you do not have any systems in place, this is a good time to brainstorm some systems your business may need.

Think about repetitive tasks that you and your managers undertake regularly, or tasks that you have been putting off training others to do.

Start by taking 2 or 3 processes and writing simple systems for them.

 

 

A 5 Step Formula To Double Your Profit In 3 to 12 Months.

There is a basic scientific formula to grow any business exponentially.

(Exponential means multiplied.  5 lots of 10% improvements would each multiply thy effects of the others rather than just simply adding to the effects of the others).

Exponential Growth Xg = S (Tm x L x C x Cm)

S stands for systemising your business.

Just systemising alone can often increase your bottom line by 40% or more.

You need documented sytems in place so that everyone in your team knows what to do, when and in what order. That ‘s how you improve efficiency and get more consistency. By doing this you can delegate or outsource less valuable tasks which you don’t want to do yourself.

Tm stands for transforming all your existing marketing pieces by including 10 key elements

Tm stands for transforming all your existing marketing pieces by including 10 key elements in each. If you’d like me to send you a link to a FREE template explaining what these key elements are simply message me FORMULA and I’ll send it to you.

L stands for more leads, C for higher lead conversion and Cm for maximising business from your existing customers or clients. Just a few small improvements in these key numbers would transform your profit.

If you are a small business owner who implements a few simple strategies, one at a time, and writes out a few simple systems , you’d double your bottom line profit in less than 12 months. The FREE template explains exactly how to do it.

“The Surprising Secret To Making An Extra 10K In Your Business In 90 Days Or Less”

You can make more profit and have more spare time by systemising your business and following the 5 step profit formula.

Here’s how.

You should have properly written out processes so that everyone knows exactly what to do, when and in what order.

You need a lead generation process, a follow up process and a sales conversion process.

You also need systems covering financial procedures, admin, and team activities.

When you install systems you become more efficient.

You generate more business at lower cost and you have more spare time.

For a typical business if you make even 5% improvements in 4 key numbers you can add 40% to 50% or more to your profit.

Here’s how it works:

Initial          5% Improvement

Average Price*                            1000                1050

Volume*                                       1000                1050

Variable Cost of Goods Sold*  (700)              (665)

Gross Margin                              30%                 36.67%

Gross Profit                                 300,000         404250

Fixed Overhead Costs*            (200000)       (190000)

Net Operating Profit                 100000           214250 (+142.5%!)

You can easily see how putting a few systems in place and making small improvements in your key numbers can transform your business.

Why are you still setting SMART goals?

Much advice on goal setting emphasises that they should be SMART.

S = specific, M = measurable, A is normally taken to mean achievable, R = relevant and T = time specific.

The problem here is the word achievable which can encourage you to set too low a target.

Also some people take the R to mean realistic which also encourages you to aim too low.

I recently saw a post by Simone Sumers in which she recommends SMARTER goals and I think this makes much more sense.

S = specific

M = measurable

A= actionable which is much better because it means that you can make a start even if you don’t yet know how to finish.

R = risky which I like because it encourages ambition.

T = time based

E = exciting which encourages you to aim high and is very motivational

R = relevant

I think this formula is much better. What do you think?

How To Identify Your Ideal Target Market

A target market is simply a group of people with something in common – things like age, gender, opinion, interest, or location, – who will purchase a particular product or service. Your market can be broad or specific in scope, and it is unique to each business or industry.

Knowledge and understanding of your target market is crucial to the viability of your business. You have to know if there is enough demand for your product, or enough interest and need for your service. You have to know how to communicate with your customers, and understand their thoughts and behaviours.

Without a comprehensive understanding of your target market, you can’t make smart choices about your front end offers, marketing strategy, pricing structure, and product or service mix. It’s like driving a car with a blindfold on – you’d be headed for disaster.

In addition to being essential to confirm assumptions and understand purchase motivations, market research is something you will need to get into the habit of doing on a regular basis to monitor trends and stay ahead of the competition.

Identifying your target market is not always easy, but I promise it will pay dividends.

Here’s  an easy, step-by-step process to identify your target market.

You’ll already have an idea of who your target market is – or who you want it to be. Start by describing who you think your target market is in two or three sentences on your pad of paper.

You need to find the group of people that has these four characteristics:

  • They have a particular need, want or desire.
  • They have the financial ability to purchase your solution to their need, want or desire.
  • They have the power to decide to purchase your product or service.
  • They have access to your business, through a physical location, Internet or catalogue

First, take a look at what it is you offer or provide your customers.

To find the group of people with the characteristics listed above, you first need to answer the following questions about your product or service:

1. What is the need, want or desire that my product or services fulfill? 2. What does my product or service cost? 3. Who makes the decision to purchase my product or service (who has the power or authority)? 4. How are my products or services accessed?
Does your offering primarily fulfill a desire, or serve a need or cater to a want? What is it? Do you offer a high-end product, or low-cost alternative? Do you sell large items, like a kitchen appliance, or small items, like household cleaning products? For example, if you provide a product or service for children, their parents are the people who make the decision to make a purchase. Does your ideal customer need to live in the same city or region as your business? Or can they access your products online, or through a catalogue?

Now  look at the demographic and psychographic characteristics of the people that need, can afford, access and decide to purchase your offering.

Demographics

Answer the following demographic questions about the people who use your product. Some of the demographic information in this table may be less important than the rest (like ethnicity or religion) depending on your product or service and the market your are trying to attract.

Age In general terms, what is the age range that my product or service caters to? Children? Teens? Adults? Seniors?
Income How much do they have to make to afford my product? Is this single or double household income? Low? Medium? High?
Gender Does my product or service appeal to men, women, or both?
Generation What is the generation of my customers? Based on the age range I identified, are they baby boomers? GenX? GenY? Where do they stand in the overall family life cycle?
Nationality Is nationality relevant to my product or service?
Ethnicity Is ethnicity relevant to my product or service?
Marital Status Are my customers married? Single? Divorced?
Family Size Does my product or service cater to large or small families? Is family size relevant?
Occupation or Industry Does my product or service appeal to people in a certain occupation, or industry?
Religion Is religion relevant to my product or service?
Language Is language relevant to my product or service?
Education What level of education do my primary customers have? High school? University?

Psychographics

Answer the following questions on your target market’s psychographics. Psychographics are the qualitative characteristics of your target audience, like personality, values, attitudes, interests, or lifestyle. These characteristics can give you a lot of insight into how to best interact and communicate with your target market.

Lifestyle What kind of lifestyle group does your audience fall into? Are they conservative or trendy, travellers or “soccer moms”? Are they thrifty or extravagant?
Values + Beliefs What are their values and beliefs? Would you consider them environmentalists or safety conscious?
Attitude What kind of attitude do they have? Are they positive or negative? Open or critical? Easily led or opinionated?
Motivation Are your customers opinion leaders or followers? Do they tell others what products they need, or do they need others to tell them what is trendy and what works?
Activities + Interests What do they do in their spare time? What are their hobbies and interests?
Social Class What social class does your audience belong to? Lower, middle or upper? How much extra money do they have to spend on luxury items?

What does this information tell you about your ideal customers?

You’ve done enough research now to create a picture of who you think your ideal customer is. Being as specific as you can, write a 1-2 sentence statement about your target market.

For example:

  • My target customer is a successful young professional; a middle-class man aged 20 to 35, who is single, makes more than $50,000 per year, and is physically fit. He is university educated, and has an active interest in economics and politics.
  • My target market is affluent new mothers; married women with children under five years old, between the ages of 25 and 45, and have a household income of at least $100,000 annually. She is the trend and opinion follower, and her purchase motivations are driven by her peer group.

In summary, now you can focus all your marketing with great clarity on your ideal customers or clients.

How To Write Effective Sales Letters

Here’s an easy, step-by-step guide to writing sales letters that get responses.

1. Identify your target market, the recipient of the letter.

(Be as specific as possible so you can focus really closely on them as individuals).

2. Determine what your message or offer is, and decide what you want them to do.

3. Now draft your letter using this basic format.

This is a basic structure for writing any form of sales letter. Draft your letter with your message or offer using this format, and then follow the tips and hints in step four to improve and strengthen your writing.

  1. Headline

    Headlines are a powerful tool to use in a sales letter to grab the reader’s attention, and communicate your message. This is especially effective if your headline speaks directly to the reader’s frustrations or concerns, or promises to deliver something of interest or value to the reader.

Boldface and centre your headline above the greeting line, and don’t be afraid to create a headline that is more than a single line in length.

  1. Sub Headline / Lead Paragraph
    Your sub headline and lead paragraph should support the headline in convincing your reader to care enough to continue reading. The sub headline can elaborate on your headline’s message, or further describe the reader’s problem. Sub headlines can also preface or summarize important paragraphs in the body of the letter.

Your lead paragraph should begin to answer questions, showcase benefits, or elaborate on the story you have begun to tell. This is where you can begin writing about your company and your offer in further detail.

Illustration / Proof
Use the body paragraphs of your letter to build your case and back up your bold statements. Make sure for every claim, guarantee, offer or statistic, you illustrate how it works or why it’s true. This is your opportunity to build your own credibility and the credibility of your business.

Use testimonials to support statements about your customer service or superiority over the competition. Describe customer experiences in an anecdotal way, and follow up the story with their words (the actual testimonial) in italics.

Benefits / Solution
The rest of your copy should focus on the benefits your product or service will offer the reader – the points that answer the ‘what’s in it for me’ question. Always include a summary of benefits or a detailed description of the solution you are offering in a bulleted or numbered list, and boldface key phrases to provide easy scan reading.

This sends a clear message to the reader – that you’re thinking about them, and their needs. As in all your copywriting, use the words “you” and “your” often, and stay away from too much description of product or service features.

Close / Call to Action
In your closing paragraphs, summarize your message and key points, but be brief and focus on motivating them to take action. Be clear about what you want your reader to do, and give them a good reason to do it immediately. Do you want them to pick up the phone? Fill out the order form? Put the stamped envelope in the mail? Remember that urgency and scarcity are powerful motivators.

Also be clear about how you are going to follow up with them so they know what to expect. If you’re going to call them in two days, or send them more information, let them know.

  1. Once you have your letter drafted, use some of these proven tips to strengthen your copy and improve response rates.

Present your letter professionally.

  • Use only your business letterhead and envelopes
  • Avoid using metered postage as it will make the letter look like junk mail

Format for skim reading.

  • Use headlines, sub headlines, bullets and bold text
  • Give important paragraphs a sub headline
  • Vary paragraph length
  • Use bold text or underline to highlight important points

Make it as easy as possible to respond.

  • Enclose prepaid envelopes or easy-fill out forms
  • Use toll/call free numbers
  • Give one or two contact options so the recipient can choose which is most convenient

Use a casual, conversational tone.

  • People remember and respond to conversation more than a formal tone
  • Write to the reader as though they’re a family member or friend
  • This technique builds trust and rapport

Use storytelling to engage the reader.

  • Tell your reader a short story they can relate to
  • Begin with a compelling customer testimonial
  • Always relate the story back to your offer

Tell them a secret, or make an exclusive announcement.

  • Engage your reader with exclusive information
  • Tell them a ‘secret’ or make an exclusive announcement
  • This will include or relate to your offer, like research statistics, a new development or invention, or a celebrity testimonial

Tell them what their problem is, and offer the solution.

  • Show that you understand what their problem or need is
  • Use your headline or sub headline to do this up front
  • Describe how your offer provides the solution or serves the need

Build instant trust by establishing credibility.

  • Do this as soon as possible in the letter
  • Tell your reader who your company is, and why you’re worth their time
  • Use testimonials, awards and other accolades to back up your claims, but make sure to do it sparingly and keep the letter customer-focused

Give them a reason to keep it.

  • Provide something of use, and your recipient may hang on to your letter
  • Include small gifts, like a fridge magnet with your contact information
  • Include free information, tips or hints listed on the back of the letter

Make use of the Post Script.

  • Restate your offer or strong guarantee
  • Remind your reader of the most important benefit
  • Restate the urgency or scarcity of the offer
  • Offer a bonus if they act now

Enclose a brochure or factsheet.

  • Add graphic appeal to your letter with a brochure or single information sheet
  • Use a brochure or factsheet to backup claims in your letter
  • Include product or service images, graphs, charts, and testimonials

Good luck writing your letters!

 

How To Double Your Online Sales

If you’re trying to make money online, sooner or later you have to face it. Conversion. That intimidating topic: how to get more buyers from the same amount of traffic.

The only reason conversion is intimidating is that there are a lot of places you can go astray. Most of them aren’t that hard to fix, but any one of a thousand little problems can keep you from getting the conversion you should have.

I don’t have a thousand tips for you today, but I do have 101 to get you started.

Here are 101 fixes, some small, some big, for making more sales online.

  1. Does your product or service solve a problem people actually care about? How do you know? If your basic offer doesn’t appeal to your prospect, you’re sunk before you begin. Make sure you’re selling something people want.
  2. Let prospects know they’re buying from a human being. Keep your language personal, friendly, and (for most markets) informal. Sound like a person, not a pitching machine.
  3. Tell a story about how you solved this problem for yourself before you started selling the solution to others. Let readers put themselves in your shoes. Let the prospect feel, “Wow, this person is a lot like me.”
  4. Fix your typos, make sure your links work, avoid grammar mistakes that make you look dumb. Reassure your prospect that you know what you’re doing.
  5. Test two headlines. When you find a winner, run it against a new headline. Keep eliminating second-best. Google Adwords is a quick and efficient way to do this.
  6. Try testing an “ugly” version of the sales copy. Boring fonts, not much layout, no pretty colors. Weirdly, sometimes a bare-bones presentation works better. Don’t just run ugly without testing it, though, because it doesn’t always win.
  7. Instead of sending traffic right to a sales page, put them through a six- or seven-message autoresponder first. Give them enough information to build their trust and let them know you’re the best resource.
  8. Strengthen your call to action. Make sure you’ve clearly told readers exactly what to do next.
  9. Make sure you’ve described your product or service in enough detail. If it’s physical, give the dimensions and some great photos. If it’s digital, tell them how many hours of audio you include, how many pages are in the PDF. Don’t assume your prospects already know any details — spell everything out.
  10. Getting traffic from advertising, pay-per-click, or guest posting? Be sure your landing page is tied to your traffic source. If you’re running a pay-per-click campaign for “Breed Naked Mole Rats,” make sure the words “Breed Naked Mole Rats” are in your headline for the landing page.
  11. Master copywriter Drayton Bird tells us every commercial offer should satisfy one or several of these 9 human needs: make money, save money, save time and effort, do something good for your family, feel secure, impress other people, gain pleasure, improve yourself, or belong to a group. And then of course, there’s the obvious #10 — make yourself irresistibly sexy to the romantic partner of your choice. I guess Drayton is too much of a gentleman to include it, but it’s about the strongest driver we have once eating and breathing have been taken care of.
  12. Now that you’ve identified your fundamental human need, how can that be expressed in an emotion-based headline.
  13. Have you translated your features into benefits? I bet you’ve still got some benefits you could spell out. Remember, features are what your product or service does. Benefits are what your prospect gets out of it.
  14. Put your photo on your sales page. Human beings are hard-wired to connect to faces. If prospects can see you, it’s easier for them to trust you.
  15. If you have a dog, use a photo of you with your dog instead. There’s something about a dog that lowers nearly everyone’s defenses.
  16. You can try just using a photo of the dog. Believe it or not, sometimes it works.
  17. Simplify your language. Use something like the Flesch-Kincaid readability scale to make sure you’re keeping your wording clean and simple. (Please note that simple writing is not dumb writing.)
  18. No matter how emotional your appeal, justify it with logic. Give people the facts and figures they need so they can justify the purchase to themselves. Even the most frivolous, pleasure-based purchase (say, a pair of Jimmy Choo shoes) can be justified with logical benefits (superior workmanship, rare materials, giving the wearer a boost in confidence).
  19. What kind of tasty bonus could you offer? Peanut butter is good; peanut butter with jelly is great. Find the jelly for your peanut butter, the bonus that makes your good product even better.
  20. Are you getting your message to the right people? A list of people who really want what you offer, and who are both willing and able to buy?
  21. Listen to the questions you get. What are people still unclear about? What’s worrying them about your offer? Even if you outsource your email and/or support, it’s a good idea to regularly read a random selection of customer messages.
  22. Keep your most important sales elements “above the fold” (in other words, on the first screen, without scrolling, when readers go to your page). Usually that means a compelling headline, a great opening paragraph, and possibly either a wonderful product shot (to create some desire) or a photo of you (to build trust and rapport). Eye-tracking studies suggest your most important image should be at the top left side of the page.
  23. Check the dual readership path. Do your headline and subheads tell an intriguing story if you read them without any of the rest of the copy?
  24. How’s your guarantee? Could you state it with more confidence? Can you remove any of the weasely stuff? Does your guarantee remove the customer’s risk?
  25. Do you take PayPal? PayPal has its issues, but it’s also “funny money” for a lot of customers. They’ll spend freely from PayPal when they’d think twice about pulling out a credit card.
  26. Have you asked for the sale boldly and forcefully? Is there any hemming and hawing you could edit out?
  27. What’s the experience of using your product or service? Could you make that more vivid with a testimonial video or a great case study?
  28. Is there any reason your prospect might feel foolish for buying from you? Are they afraid they’ll kick themselves later? That their friends, spouse, or co-workers will give them a hard time about this purchase? Fix that.
  29. Are you using standard design conventions? Links should be underlined. Navigation (if you have any on your sales page) should be immediately understandable.
  30. Got testimonials? Got effective testimonials?
  31. Does the prospect know everything he needs to know in order to make this purchase? What questions might still be on his mind? How can you educate him to make him more confident about his decision to buy?
  32. Does the link to your shopping cart work? (Don’t laugh. Go test every link on the page that goes to your cart. And make a point of testing them once or twice a day the entire time your shopping cart is open — even if that’s 365 days a year.)
  33. Is your marketing boring? Remember the great Paul Newman mantra. “Always take the work seriously. Never take yourself seriously.” If your marketing is putting customers to sleep, it can’t do its job.
  34. Social media isn’t just about talking – it’s also about listening. What are your potential customers complaining about on Twitter, on Facebook, on LinkedIn, in forums, in blog comments? What problems could you be solving for them? What language do they use to describe their complaints?
  35. Have you answered all of their questions? Addressed all of their objections? I know you’re worried the copy will get too long if you address every point. It won’t.
  36. Have you been so “original” or “creative” that you’ve lost people? Remember the words of legendary ad man Leo Burnett: “If you absolutely insist on being different just for the sake of being different, you can always come down to breakfast with a sock in your mouth.”
  37. Can you offer a free trial?
  38. Can you break the cost into several payments?
  39. Can you offer an appetizing free bonus, one the customer can keep whether or not she keeps the main product? An incredibly useful piece of content works perfectly for this.
  40. Does your headline offer the customer a benefit or advantage?
  41. How can you make your advertising too valuable to throw away? How can you make the reader’s life better just for having read your sales letter? Think special reports, white papers, and other content marketing standbys.
  42. Have you appealed to the reader’s greed? Not very pretty, but one of the most effective ways to drive response. (The nice way to put this is “be sure you’re offering your prospect great value.”)
  43. Is your message confusing? A bright nine-year old should be able to read your sales copy and figure out why she should buy your product.
  44. Can you link your copy to a fad? This is particularly effective for web-based copy and for short-term product launches, because you can be absolutely current. Just remember there’s nothing more stale than yesterday’s Macarena.
  45. Similarly, can you tie your copy to something a lot of people are really worried about? This can be something in the news (an oil spill, climate change, economic turbulence) or something related to a particular time in your prospect’s life (midlife weight gain, anxieties about young kids, retirement worries).
  46. Try a little flattery. One of the great first lines of all sales copy came from American Express: “Quite frankly, the American Express card is not for everyone.” The reader immediately gets a little ego boost from assuming that the card is for special people like him.
  47. Is there a compelling, urgent reason to act today? If prospects don’t have a reason to act right away, unfortunately they have a bad habit of procrastinating the purchase forever.
  48. Are you visualizing one reader when you write? Don’t write to a crowd — write for one perfect customer who you want to convince. Your tone and voice will automatically become more trustworthy, and you’ll find it easier to find the perfect relevant detail to make your point.
  49. Tell the reader why you’re making this offer. In copywriting slang, this is the “reason why,” and it virtually always boosts response.
  50. Can you get an endorsement from someone your customers respect? Celebrity endorsements are always valuable, but you can also find “quasi-celebrities” within your niche that hold as much sway as a national figure.
  51. Can you provide a demonstration of the product or service? If it’s not something that can be demonstrated on video, try telling a compelling story about how your offering solved a thorny problem for one of your customers.
  52. How often are you using the word “You”? Can that be bumped up?
  53. How often are you using the word “We”? Can that be eliminated? (“I” actually works better than “we,” which tends to come across as corporate and cold.)
  54. Stay up late tonight and watch a few informercials. Keep a pen and paper handy. Write down every sales technique that you see. In the morning, translate at least three of them to your own market. (Remember, you can change the tone and the sophistication level to match your buyers.)
  55. Have you made yourself an authority in your market?
  56. Is there an “elephant in the living room?” In other words, is there a major objection that you haven’t addressed because you just don’t want to think about it? You’ve got to face all inconvenient truths head on. Don’t assume that if you don’t bring it up, it won’t occur to your prospects.
  57. How’s your follow-up? Do you have the resources to answer questions that come in? Remember, questions are often objections in disguise. Prospect questions can give you great talking points for your sales letter. You may want to bring on some help in the form of a friendly VA or temp to help out with email during a big launch.
  58. Is there a number in your headline? There probably should be.
  59. Similarly, have you quantified your benefits? In other words, have you translated “time saved” to “three full weeks saved — plenty of time to go on a life-changing vacation — each and every year.” Put a number on the results you can create for your customers.
  60. It’s weird, but “doodles” and other elements that look like handwriting can boost response — even on the web. There are hundreds of handwritten fonts available, which can be converted to visual elements with PhotoShop or simple logo-generating software.
  61. Does your headline make the reader want to read the first line of copy?
  62. Does the first line make the reader want to read the second line of copy?
  63. Does the second line make the reader want to read the third line?
  64. (Etc.)
  65. Throw in some more proof that what you’re saying is true. Proof can come from statistics, testimonials, case studies, even news stories or current events that illustrate the ideas your product or service is based on.
  66. Compare apples to oranges. Don’t compare the cost of your product to a competitor’s — compare it to a different category of item that costs a lot more. For example, compare your online course to the cost of one-on-one personal consulting.
  67. For this reason, it’s always a good idea to have at least one platinum-priced item for sale. They make everything else you sell look nicely affordable by comparison.
  68. Make your order page or form easier to understand. Complicated order pages make customers nervous.
  69. Remember to restate your offer on your order page. Don’t expect the customers to remember all the details of what you’ve just (almost) sold her. Re-state those benefits.
  70. Include a phone number where people can call for questions. I know this is tricky to handle, but it can boost your response by a surprising amount.
  71. Include a photograph of what you’re selling, if you can.
  72. Is there a lot of distracting navigation leading your customers away? (Worst of all are cheap-looking ads that pull people away for a penny or two.) Get rid of it. Focus your reader’s attention on this offer with a one-column format stripped of distractions.
  73. Put a caption on any image that you use. Captions are the third most-read element of sales copy, after the headline and the P.S. The caption should state a compelling benefit to your product or service. (Even if that benefit doesn’t quite match the image.
  74. While you’re at it, link the image to your shopping cart.
  75. Make the first paragraph incredibly easy to read. Use short, punchy, and compelling sentences. A good story can work wonders here.
  76. Does your presentation match your offer? If you’re offering luxury vacations, do your graphics and language have a luxury feeling? If you’re selling teen fashion, is your design trendy and cute?
  77. Are you trying to sell from a blog post? Send buyers to a well-designed landing page instead.
  78. Halfway through a launch and sales are listless? Come up with an exciting bonus and announce it to your list. Frank Kern calls this “stacking the cool.”
  79. Are you asking your prospect to make too many choices? Confused people don’t buy. You should have at most three options to choose from — something along the lines of “silver, gold, or platinum.”
  80. Look for anything in your copy that’s vague. Replace it with a concrete, specific detail. Specifics are reassuring, and they make it easier for the prospect see herself using your product.
  81. Numbers are the most reassuring details of all. Translate anything you can into numbers.
  82. Look for any spot in your copy that might make your prospect silently say “No,” or “I don’t think so.” Rework that spot. You want the prospect to mentally nod in agreement the entire time she’s reading your letter.
  83. Don’t be afraid to repeat yourself. Prospects often don’t read every word of the sales letter. Find ways to restate your call to action, the most important benefits, and your guarantee.
  84. Hint at a genuinely exciting benefit early in the copy, then spell it out later in your sales letter. (Be careful of curiosity-based headlines, though, as traditionally they don’t convert as well as benefit- or news-based ones do.)
  85. Use the two magic words of persuasive copy.
  86. Successful marketing doesn’t sell products or services — it sells benefits and big ideas. What’s your big idea? What are you really selling? If you’re not sure, go back to our ten human needs in #11 above.
  87. If you offer something physical, make sure there’s a way they can get expedited delivery. The ability to place a rush order lifts response, even if the customer doesn’t take advantage of it.
  88. Put a Better Business Bureau, “Hacker Safe” seal, or similar badge on your sales page.
  89. Could you be underpricing your offer? A surprising number of buyers, even in a bad economy, won’t buy a product or service if it seems too cheap to be worth their time.
  90. Are you using the wording “Buy Now” on your shopping cart button? Try “Add to Cart,” “Join Us,” or similar wording instead. Focusing on word “buy” aspect has been shown to lower response.
  91. Allow your prospect to picture himself buying. Talk as if he’s already bought. Describe the life he’ll now be living, as your customer. If you want a delicious example, go to the J. Peterman website. Few have ever done it better.
  92. Cures sell vastly better than prevention. If your product is mostly preventative, find the “cure” elements and put those front and center. Solve problems people already have, rather than preventing problems they might have some day.
  93. If your funny ad isn’t converting, try playing it straight. Humor is, by its nature, unpredictable. It can work fantastically well, or it can destroy your conversion. If you can’t figure out what else might be wrong, this could be the culprit.
  94. Are you the king of understatement? The sultan of subtlety? Get over it. At least in your sales copy.
  95. How’s your P.S.? (You do have a P.S., right?) Is it compelling? Typically you want to restate either the most interesting benefit, the guarantee, the urgency element, or all three.
  96. Cut all long paragraphs into shorter ones. Make sure there are enough subheads so you have at least one per screen. If copy looks daunting to read, it doesn’t get read.
  97. Increase your font size.
  98. Include a “takeaway.” No, this isn’t a hamburger and fries — it’s the message that your offer isn’t for everyone. (In other words, you threaten to “take away” your great offer for those who don’t deserve it.) When you’re confident enough to tell people “Please don’t order this product unless you meet [insert your qualification here],” you show that you’re not desperate for the sale. This is nearly universally appealing.
  99. Are you putting this offer in front of cold prospects? What if you put some variation of it in front of people who have already bought something from you? Your own existing customer base is the best market you’ll ever have. Make sure you’re regularly sending them appealing offers
  100. If they don’t buy your primary offer, try sending them to a “down-sell.” This is a lower-priced product that gives the prospect a second chance to get something from you. Remember, even a very small purchase gives you a buyer to market to later. Building a list of buyers is one of the wisest things you can do for your business.
  101. What is it about your product or service that makes people feel better about themselves? Ultimately, everything has to boil down to this.

“How To Write Your Company Vision Statement”

A vision statement is a broad, inspiring image of the future state a business aspires to reach. It describes without specifying how aspirations will be achieved, or when. It is ambitious, and forward-thinking. It’s not about where the organization is now, it’s about what the organization will be, or aspires to be.

 

A vision statement needs to:

  • describe aspirations and intent
  • be inspirational for your staff and customers
  • project a compelling story
  • paint a clear picture
  • use engaging and descriptive language
  • be realistic
  • align with your company’s values

The vision statement will also provide a clear criteria or measuring stick for decision-making. When making tough choices, ask “Does this support the vision statement?” If major initiatives do not support the overall business vision, chances are they aren’t worth the investment of time and money.

If your business doesn’t have a vision statement, it needs one. If it does, then this is a good opportunity to strengthen it or make sure it is aligned with the current dream you have for yourself and your company.

You should note that a corporate vision statement – once created, agreed to and perfected – should remain consistent and unchanged for several years. When a vision statement is changed and revised, it is difficult to create a consistent plan that supports the achievement of the vision.

Your employees need a strong, clear vision statement just as much as you do. When creating a vision statement, keep this in mind. The vision will need to be something that your employees can embrace and stand behind. A powerful vision statement that your employees can get excited about will motivate, inspire and build morale on the sales floor and in the office.

Think about how you will communicate your vision to your employees once you have created it. How can you inspire them to nurture and support your vision on a daily basis, in everything they do? How can you empower and motivate them to feel ownership of the company’s future and their stake in it?

Here are some example Vision Statements

Amazon.com
Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.

Dell
Dell listens to customers and delivers innovative technology and services they trust and value.

eBay
eBay pioneers communities built on commerce, sustained by trust, and inspired by opportunity. eBay brings together millions of people every day on a local, national and international basis through an array of websites that focus on commerce, payments and communications.

Facebook
Facebook is a social utility that helps people communicate more efficiently with their friends, family and co-workers. The company develops technologies that facilitate the sharing of information through the social graph, the digital mapping of people’s real-world social connections. Anyone can sign up for Facebook and interact with the people they know in a trusted environment.

Google
Google’s mission is to organize the world’s information and make it universally accessible and useful.

Other Vision Statement Examples:

  • To develop a reliable wireless network that empowers people with the freedom to travel anywhere – across the hall or across the continent – and communicate effortlessly.
  • To provide high quality products that combine performance with value pricing, while establishing a successful relationship with our customers and our suppliers.
  • To be a profitable provider of high quality software solutions and services that provide strategic value to our customers and create a company that can attract, recruit and retain smart and talented employees.

Let’s start creating your unique vision statement.

  1. Start by looking at your strengths and weaknesses from the perspective of everyone who does business with you.

Start with a bit of analysis on where you stand now. Think about strengths and weaknesses from the perspective of customers, staff, management, vendors or suppliers and owners.

For example, what would your customers say about your customer service standards? Would this area be considered a strength or a weakness? What would your staff say about training and professional development opportunities? What do you think about your income and overall financial growth?

  Strengths Weaknesses
Customers
Customer service
Product or service availability and quality
Business location
Business image
Staff
Training
Salary
Professional development
Benefits
Quality of work environment
Management
Training
Benefits
Staff skills
Vendors / Suppliers
Product or service quality
Owner (You)
Income
Business image
Salary
  1. Analyse your observations, and remember that your weaknesses represent great opportunities for change and improvement, while your strengths need to be nurtured and developed.

Take a look at what you have written, using the chart above as your guide, and answer the following questions on your pad of paper:

What does the overall picture look like?

How does the overall picture align with the dream you have for your business?

What great achievements and qualities exist in the strengths section? (List 10)

What opportunities exist in the weaknesses section? (List 10)

  1. Now that you’ve assessed where your business stands today, where do you want it to be? What opportunities exist?

Here you will take the strengths and opportunities you identified in step one, the analysis you completed in step two, and start describing them in words. Use the chart below as your guide, write three sentences that describe the future state of your business. I’ve included some samples to get you started.

 

  Vision
Customers To be a regional leader in customer service.
Staff To inspire and develop our professionals.
Management To lead a generation of environmental responsibility.
Vendors / Suppliers To offer only the highest quality sprockets.
Owners To be a profitable and highly respected organization.
  1. What opportunities and aspirations are the highest priorities for you and your business?

Take the sentences you created above, and list them in order of importance to you. You may have to do this several times before you feel the order is accurate. Then, combine duplicate sentences, or ones that describe similar things.

Once you’ve finished your list, take the top three to five sentences and combine them into a cohesive paragraph.

  1. Refine your statements so that they are broad, future-oriented and use words that reflect your values, priorities and dreams.

You need to refine your statement so it is smooth, clear and easy to understand. Here is a checklist to use when reviewing the words you have written:

  • is it inspirational for your staff and customers?
  • does it project a compelling image?
  • does it paint a clear picture?
  • have you used engaging and descriptive language?
  • is it realistic?
  • does it align with your company’s values?

TIP: You can use phrases like:

A leader in…
Support the development of…
Offer opportunities to…
Continually create…
Build on…
Inspire…
Develop…
Facilitate…
Achieve…
Deliver…
Bring together…

  1. Include your employees in the vision creation process, and ask them for feedback.

Do they understand the vision? Do they support it? Does it inspire them? Can they find meaning in their work based on it? Incorporate their feedback, where possible and relevant.

  1. Put your vision statement somewhere everyone can see it – your staff, management, customers and vendors.

Once you have created your vision statement, share it with the world. Your vision is something you have committed to, and can let everyone know where your company is heading. It allows them to see where you want to go, and gives them the opportunity to help you get there.

Now, do you have everything you need to start working towards your vision?

 

Are You Sitting On Acres Of Diamonds?

Your existing  customers are your “Acres of diamonds”.

This is a true tale of a farmer in Africa. He sold his farm to go prospecting for diamonds only to find out subsequently that his farm had been a giant diamond field. He’d literally been sitting on acres of diamonds all along.

One of the best ways you can rejuvenate business is to find your stray clients and offer them something amazing. First you need to understand why they strayed and are no longer purchasing from you. There are generally four reasons why customers/clients leave. They are:

  1. Unrelated causes that have nothing to do with you
  2. A problem with their last purchase
  3. No longer benefit from your products/services
  4. They feel you have not kept in touch with them sufficiently. This is the major category and 67% of customers or clients go elsewhere because of this.

The best way to bring these clients back is to simply contact them. If you don’t make the first move, they’ll never come back. You make an appointment to visit them or call them if it’s not possible to meet in person. Or you send them a personalized letter.

Talk openly with your stray clients. Let them know you noticed they were no longer working with you and that you’d like to talk with them about their experiences with you and how you can improve things to work together again.

Take the time to make them feel special and work hard to make sure their experiences with you going forward are the best ever.

Better still, make them a limited time “Godfather” offer that’s too good to refuse.

You’ll find that a fair proportion of them will take you up on that offer and become active customers again.

Why not join my FREE 5 day “Sell More Stuff Challenge”?

The details are here:-

https://www.bernardkeavymentor.com/smsc-bernard-keavy