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OK, why do I say that? Why is it more important than anything else? And what do you do with that database once you’ve got it? Simply because whatever your business, be it online marketer or window cleaner you need customers and those customers are to be found in your database of past customers and prospective new ones. Imagine for a second that you are a window cleaner, you rely on the people whose windows you cleaned last week (past customers) and the people that you chat to on the way to the next job (prospective customers). Similarly a newsagent relies on people who bought newspapers/cigarettes/ chocolate etc. to do so again, hopefully he gets to know them and remembers their name. Now this may not seem to be a database but it is just as much of one as any big company’s might be. Now I want you to imagine a scenario where our local newsagent can outperform any multi-national company’s marketing efforts, if he wants to! Imagine the newsagent takes a note of every customer who comes into his shop, gradually greeting them on a first name basis, when they come in he may point them to a special offer or new line that he has. Will they buy? Yes, a lot will. Now I happen to know that in the direct mail industry getting 2 customers for every 100 letters sent is considered good, but I also know that our newsagent could get many more than that of his regular customers to buy his special offer. Lets look at what he can do to find prospective new customers. Imagine that he asks all his regular, good customers for the name and address of their next door neighbour, then he writes to those neighbours explaining who he is and how he found out about them and then mentioning that he has rather more in his shop than just newspapers which he thinks they may benefit from. Do you think that more than 2 in a 100 would visit? Absolutely yes! So our newsagent has got a better result, letter-for-letter than any slick marketing company simply because he adopted a personal approach and invited his prospects to see what he had to offer. You can apply this sort of thinking to any business at all and never forget that you need to always be looking for new names for that database! Best of luck. Places to run an Autoresponder / Mailing list from:
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