by Fern Reiss, CEO, PublishingGame.com/Expertizing.com
Regardless of whether you’re selling products
or services, the ultimate goal is to get more paying
customers, right? Here are some of my best techniques
for doing just that.
Harvest customer names. Sure, you can rent mailing
lists (which can be expensive and not very effective)
and send out your offers blindly. But doesn’t
it make more sense to try to get customers who are
already in your arena, who have already expressed some
interest in your materials? Make sure you’re
harvesting those potential customers who are already
in your space. If you’re doing a talk in person,
for example, announce a business card raffle, and give
away a free sample of your stuff in exchange for the
opportunity to go home with everyone’s business
card. Then do a follow-up mailing immediately, before
they have a chance to forget where they signed up.
I give away a free set of my Publishing Game books
every time I do a talk—and return home with
hundreds of business cards as a reward.
Give something away. Similarly, the easiest way to
get customer names on the web is to give something
away for free. For example, if you go to http://www.PublishingGame.com
and sign up, you’ll get a free Hot Contact
sheet with the names, addresses, and emails of
show hosts, magazine editors, and reviewers. People
like freebies---and are willing to give you their
contact information in return.
Pursue repeaters. It’s almost always easier to
go after an existing customer for another sale than
it is to try to get a new customer. So do frequent
mailings to your list of satisfied customers. Tell
them about your new products and services, and remind
them of your existing products and services. For example,
I usually do a mailing to my writing and publishing
customers in November reminding them that PublishingGame.com
offers holiday gift baskets for writers, including “Writers
are Novel Lovers” coffee mugs, Publishing Game
books, and an assortment of gourmet munchies, in prices
ranging from $9.99 to $99. Customers who have been
happy with my books and other products are likely to
think, “What a great idea for a holiday gift!” and
zoom on over to buy.
Do an email newsletter. A regular email newsletter
is the easiest way to stay in touch with
your audience and your loyal customers. My Expertizing
for example, analyzes how to get major media
attention for your products and services; since
quoted in over 100 publications in the past
six months, including The New York Times, The Wall
and Life Magazine, people are interested
in hearing my techniques. The newsletter currently
goes to over
20,000 readers. (You can sign up for your
own copy at http://www.Expertizing.com.) More than
I do, this newsletter is responsible for
my business success. It sells my books, my all-day
audio CDs and kits, and my consulting services.
It sells me all year long—without my having
to spend a cent on advertising. It doesn’t
get a whole lot better than that.
So go out there and get more customers! None
of these techniques take much time, and
the payback is great.
Fern Reiss is CEO of PublishingGame.com (www.PublishingGame.com) and Expertizing.com (www.Expertizing.com) and the author of the books, The Publishing Game: Find an Agent in 30 Days, The Publishing Game: Bestseller in 30 Days, and The Publishing Game: Publish a Book in 30 Days as well as several other award-winning books. She is also the Director of the International Association of Writers (www.AssociationofWriters.com) providing publicity vehicles to writers worldwide. She also runs The Expertizing® Publicity Forum where you can pitch your book or business directly to journalists; more information at www.Expertizing.com/forum.htm. Sign up for her complimentary newsletter at www.PublishingGame.com/signup.htm.
Copyright © 2011 Fern Reiss