How to Double Any Company’s Revenues in 12 Months

Pretentious headline, right?

A little “hypey,” no?

Actually, no. Not at all.

See, all you have to do is …

1) Bring in more new customers …

2) Compel customers to come back to you more often …

3) Consistently increase the amount of money each customer is willing to spend with you on each purchase, and

4) Keep each customer with you longer.

Now, I’m no good at math, so you’re going to have to help me here.

If, by sharpening your media selection, sales copy and offer you can …

  • Cause 30% more new customers to make their first purchase from you (or your client) this year …
  • Cause existing customers to buy from you 30% more often …
  • Cause customers to spend just 30% more on each new order than they’ve spent in the past, and …
  • Cause customers to stay with you 30% longer …

Wouldn’t you increase revenues by at least 100% in a single year?

Sure you would: You’d double your revenues.

That’s why every promotion designed for existing customers must accomplish two critical objectives …

FIRST, it must produce a sale

I know: DUH – right? Every promotion is designed to make sales. But when you’re talking promotions for your customer list, they do more:

The number of promotions you send to your customers – and equally important, the quality of the copy in those promotions – increases the number of times each customer will order from you this year.

So how many times should you contact existing customers?

Great question – the sign of a very sharp mind!

Well, back in the bad old days before the Web – nearly all of our contacts were through the mail. My theory was, “Out of sight, out of mind” – so I made sure my customers had something from me in their mailboxes every blessed week.

First, we mailed them only on the first of each month. When we added a mailing on the 15th, response and average sale notched higher and cancellations dropped incrementally.

So we added a third mailing – more improvement in ROI and longevity. Finally, we went to a weekly mailing schedule and once again, all our numbers improved.

Put simply, by quadrupling the number of times each customer heard from us, we more than quadrupled our orders and revenues – AND miraculously, our cancellation rates declined.

Why? I’ll get to that next. First I should mention that we had a high average sale and good margins, so we could afford to spend a fortune on printing and postage. But today, with e-mail that costs you nothing, there’s simply no excuse not to talk to your customers every week.

Heck. You’re a Total Package subscriber; you know: We e-mail you nearly every day!

“But wait,” you say, “you don’t send me promotions every day! You only send me promotional e-mails a couple times a week.”

Ah … good point. About 70% of the e-mail you get from us are simple invitations to read your free issue of The Total Package.

Which leads me to my next point …

SECOND, it must make the customer feel closer to you … 
intensify his or her loyalty to you … 
and make him or her eager to hear from you again.

We call it “bonding” – and it’s a major part of our strategy in every promotion my agency creates for our clients. It’s also a big part of The Total Package.

Six days out of seven, some of the sharpest minds around deliver valuable advice and ideas to you in The Total Package. For free.

Plus, every chance we get, we deliver more free stuff that has tremendous value to you. Like the 908 mind-blowing back-issues – each one a gold mine of response-boosting ideas – in our free archives.

So tell me: How does all this make you feel about us?

Doesn’t it separate us from the vast armies of online pitchmen and women who only want to sell you something – whether it helps you or not?

Doesn’t it prove we’re sincere in our desire to help you get ahead – to help you get “bigger winners more often?”

And since we really do have your interests at heart … and since we give you so much for free … doesn’t it make you wonder if the products in our Online Store just might be worth checking out?

There’s a supremely valuable principle here and it can be applied to every kind of business you can name:

Do everything in your power to be a friend to your customers, and they’ll return the favor by becoming the best friends you ever had.

Here are my four rules for creating maximum response in customer file promotions:

  • RULE #1: Provide value at every contact – something that brings value to your customer’s life whether he makes a purchase from you OR NOT.

When planning campaigns to my clients’ customer files, I try to make sure that many of the e-mailed and snail-mailed letters contain valuable, actionable information – and in some cases, three-dimensional gifts – to reward customers just for reading the promotion.

One of my health clients gives away a beautiful (and expensive) full-color calendar – replete with a family portrait of the company owner, his parents, his wife and their kids – to every customer every year. Just to say “thanks.”

Another – a financial publisher – consistently invites his customers to free on-line video conferences, webinars and teleseminars just to help sharpen their investment skills.

And of course, all of my clients give away valuable, content-rich daily e-letters, e-books and even printed special reports attached to their customer file promotions.

Why? Because it works! The cost of adding a value component to our promotions increases our open rates, raises response and ROI, drives customer loyalty through the roof and keeps our customers with us much, much longer.

  • RULE #2: Be a real, three-dimensional person with your customers. To make a friend, first show that you’re willing to be a friend.

This is where “Anita” and her “fiction teachers and critics” are wrong, wrong, WRONG.

See, people don’t bond with corporations. They bond with other people.

That means we want to connect a face with the companies we’re dealing with.

And that face should have a personality.

It should have passion, principles, a fiercely pro-customer viewpoint – and yes, even a sense of humor.

Show your affection and passion and concern for your customers at every contact. Share little stories with them … empathize with them … take them into your confidence and reveal your little non-fatal flaws to them. You’ll be amazed at how much more positively your customers respond to you.

  • RULE #3: Create drama.

OK – so you’re contacting your buyers often … you’re including something of value in most of the e-mails and direct mail pieces you send them … and you’re making sure your spokesperson seems like a real person – not just a cardboard cut-out.

Now, what is the natural result of doing all of that? Well, for one thing, you’re creating a tableau – kind of an on-going story line that engages your customers and keeps them reading.

When I was creating promotions for Blanchard & Company, it was easy; Jim Blanchard was always doing something interesting.

One month, he’d be in the basement of the Bastille discovering the original dies used 200 years ago to mint medallions to honor heroes of the American Revolution. The next month, he’d be hot air ballooning across the Serengeti. And the next, he’d be perched on a camel next to the Great Wall of China.

It was easy and fun to create promotions that shared his adventures with our customers – and it was fun for our customers to follow Jim as he trotted around the globe, searching out the best rare coin investments.

It also gave us the opportunity to “mix it up” with a variety of direct mail formats: Simulated FedExes … Western Union Mailgrams and Telegrams … 8 X 10 envelopes containing two-foot by three-foot posters featuring our coins … once, when Jim was in Paris, I mailed our customers a French Postcard with a French stamp on it – from France, no less.

Now normally, you’d expect a customer file to become less responsive over time – especially when you’re sending promos to them weekly or even daily. But guess what? Because our promotions were interesting and fun – because there was a storyline – our response actually increased as we ramped up the quantity of mail each customer received each month.

This “tableau” idea is a valuable concept. Even today, I ask my cubs to think about what the customer has experienced with us over the last few weeks before beginning to write a promotion.

What have we been telling them? Where did we leave them when last we spoke? What has happened in the news relative to our area of interest (usually health or investment). Use that as a springboard; then sit back and watch as readership and response rise.

  • RULE #4: Make sure every purchase makes the next sale easier.

It goes without saying that it’s critical to make sure that your copy never raises false expectations – and that your product delivers everything you promise, and more.

You don’t need to be a PH.D. to figure out that, if your product disappoints, you may have lost a customer for life. Or that losing customers isn’t exactly a good idea if your goal is to increase customer lifetime value.

Conversely, if your product over-delivers, you’ve not only created greater customer loyalty – you’ve made it much more likely that that customer will buy again; and soon.

And over time, that naturally increases your response rates, average sale, ROI and customer lifetime value.

This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.