The No. 1 Strategy For Getting New Customers
I’m often asked that if I had only one method of getting new customers, what would it be.
My answer is that it would be using endorsed mailings.
Endorsed mailings work for any business on a local level, global level, or via the internet. It should be at the forefront of almost any set of marketing strategies.
The concept really is quite simple. You want to look for a company that has the customers that you would also like as your customers. Naturally, you won’t be going to a competitor for their list. It will always be a non-competitor, even though I’ve worked out endorsements with competitors in rare situations.
That said, the endorsing company would send out a letter, on their letterhead, to their customers. The letter would be addressed from the principal of the company, if possible. Or an endorsement letter could be sent out as a cover letter with your sales letter or literature along with it. You want the mailing to be done, using the endorser’s identity on the outside of the envelope.
Because the endorser is known by the customers being mailed, there’s almost a 100% chance that the mailing will be opened and read by the receiver.
Of course the one variable is the quality of the relationship the endorser has with his/her list of customers.
If your letter is done properly, approval of your business by another business, almost always builds an understanding in the prospect’s mind of honesty and believablility.
There are two requirements that must be met in order for an endorsement situation to work.
The customers of the endorser must need and want your product.
They must trust the endorser.
You might look at your present vendors to find a good endorser. Here are some examples:
A carpet retail store might look for a rug-shampoo and cleaning company.
A florist might consider wedding planners, caterers or bridal stores.
A bridal store could endorse a florist, a dry cleaner, decorator, or furniture store.
A CPA could endorse a lawyer.
A doctor could endorse a dentist, chiropractor or a veterinarian.
You get the idea, right?
Here are some phrasings I found effective when I sent out endorsements to my customers:
“I value you as a customer, and I want to share with you the benefits I’ve received from (whatever)”
Jimmy Smith of Smith and Company holds our relationship in very high esteem, and he felt you would want to know about our (whatever)”
“Because you are a very good customer of mine, I have arranged for you to get two free hours with this very talented financial planner. I’m giving you this in appreciation for being my customer.”
I feel that # 3 here is one of the best ones to test.
Do you use endorsed mailings as part of your marketing strategy? If so, have you been pleased with your results? If not, what do you think has not worked?
Also, if you have not used endorsed mailings as part of your marketing strategy, why not?