Excerpts from "The World's Smallest Marketing Newsletter.

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Back in 1999, my friend and marketing guru, Michael Kimble, wrote these helpful little postcards which he called "Marketing Nuggets, the world's smallest marketing newsletter" . These little cards contained fantastic marketing tips that were the results of $1000s of dollars worth of testing and retesting. This particular newsletter campaign is a perfect example of building rapport with your customer base, as it generated campaign generated substantial leads for his marketing company. With Michael's permission, I'm reproducing them here on the net for anyone who wants to check em' out. I took the dated tips out, as well as the 800 numbers and Michael's url, leaving just the meat and potatoes. These marketing nuggets are good stuff, and are sure to help in any small business endevour, as they did mine. - Jay Turner
 
“The World’s Smallest Marketing Newsletter” January 1999

• A good headline answers the question, “What’s in it for me?”.

• A customer who buys from you two times is twice as likely to buy as a customer who only buys from you once.

• If you’ve got a good product or service, a strong, liberal guarantee will always increase your sales. The number of returns or refund requests you get will be insignificant compared to the increased number of sales you’ll make.

• Remember the 40-40-20 rule for direct mail marketing. It breaks down your success in three ways: 40% of your success is using the right mailing list, another 40% is having the right offer, and 20% everything else (including copy, postage, paper, format, graphics, etc.)

• The more your sales letter looks like a personal letter, the better it will work.

• If you mail a follow-up sales letter three weeks after the first mailing, you’ll usually pull 50% of the original response.

• The best place to spend your marketing dollars is on your existing customers. Anytime you neglect them, you invariably lose money.

• It’s better to offer a Free Bonus than it is to offer a discount.

• Twice as many people will respond to an offer or ad with an 800 number than to the exact same material with a regular telephone number.

• Offer your customers a cash reward for every referral they give you that turns into a new customer. Offer money instead of a discount or coupon, because money rewards your customer immediately. Pay the cash reward in the form of $2.00 bills so that your customer will think about you every time they spend one, since people rarely receive them.





  
 
“The World’s Smallest Marketing Newsletter” Vol. 1, No. 7

• Force yourself to operate under deadlines.

• Statistics show that mail delivered on Saturdays and Mondays will get the poorest response. The best days for mail delivery are Tuesday, Wednesday and Thursday -- in that order.

• Consider offering two versions of your product or service, e.g., “Basic” or “Deluxe”. In most cases, the customer will order the “Deluxe”.

• Use testimonials in all advertising. Each time a customer tells you how much they enjoyed your product or service, ask them if you can print that.

• Tape record your customers’ testimonials and incorporate them into your phone system’s “hold button message”.

• “Buy 1 get 1 FREE” always out-pulls “2 for the price of 1”. Both offer the same savings but the first one sounds like a better deal.

• Nothing is more powerful than goodwill except ill will. If you have a dissatisfied customer, make good -- fast -- and then give a bonus.

• A telemarketing campaign linked to direct mail can increase the initial direct mail results by 500% to 1,000%!

• Always make your customers feel like they are your most important customer. A customer who feels important will (a) keep buying from you; (b) never go to a competitor; (c) refer new customers; (d) rarely complain about anything.

• Sales copy can never be too long. It can only be too boring. Most sales copy puts people to sleep.



  

 

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