Archive for November, 2007
Can email marketing be used for a local business?
Posted by: | CommentsThe answer is YES, of course!
When I think of all the missed opportunities that businesses seem oblivious that they are missing, I shudder.
How about you? Take a look at some of the local businesses in your region.
If you were to hazard a guess, how many could be using email effectively to keep in contact with their prospects and clients?
My guess: at least 80 percent.
A few years ago, I made a purchase for my home, spending what I consider a large amount of moolah. I also had plans to make a purchase of a related item (which would cost about twice what my original item cost) in the very near future, and told the salesman so. Have I heard from them since I made my purchase? Nope. No phone call, no mailing, no email. Northing. They didn’t ask for my email address and so I know for sure that they don’t have an email campaign going.
Not that I expected it.
Listen, it doesn’t have to be super-duper professional, or hypey. Your goal is to get involved with the customer’s own thoughts and desires, and when they have a need for your kind of product or service, they will naturally think of you.
And why wouldn’t they?
I don’t believe is has to be difficult. For some reason, with many of these small operations, it sounds scary. Maybe it *is* a little frightening if you haven’t done it before.
I ask you: would it differentiate you from the vast majority of your local competitors? You bet.
If done properly, it would foster customer loyalty like you wouldn’t believe.
What is an Expert?
Posted by: | CommentsWhat makes an expert?
Is it a first rate education? Certification by the powers that be?
Or…?
In one of our regional news-magazines, there appeared an article over ten years ago about a man named Wes Wagner.
(The magazine is Ruralite, June 1997, and the article’s title is “A Devotion to Perfection” by Mario Milosevic).
Mr. Wagner began inventing cool little gadgets at an early age, earning his first sale at age 6.
He later (during his high school years, as far as I can surmise from the article) decided to become a tool and die craftsman. He attended college for a year, but it was too “slow” for him.
He says that education is necessary, but those who are truly motivated have no time for formal education.
Here is his perspective on education:
“The difference between a novice and an expert is 90 days”, he says. “Ninety days of intensive study. If you devote yourself to studying a subject day and night for ninety days, you will become an expert.”
Using this model, Mr. Wagner developed his own street sweeping technology, and built his own business manufacturing aluminum sleeves for the aircraft industry. In fact, as of the date the original article was written, he was one of only three manufacturers in the world who create these items.
I’m going to see if Mr. Wagner is still around; he would be 86 today. He lived and worked not far from my home.
What an inspiration!
