“Write drunk, edit sober.”
Ernest Hemmingway
“I never drink when I write. But I often write when I drink.”
Keith Waterhouse (6 February 1929 – 4 September 2009)
1 - Keep in contact with your customers
Several weeks ago I moved offices. In the process I contacted my database of customers past and present to let them know of my change of location. I also used the opportunity to give them a gentle reminder about how I could make their lives easier by helping them with their marketing campaigns. The response I received was remarkable. Within 24 hours I had confirmed three brand new copywriting contracts – all with formerly dormant clients, and all as a result of one short email.
Keep in regular touch with all of your customers – past and present. Dust off your address book and drop people a line. This way they’re more likely to remember you when they need what you have to offer – it could be tomorrow or it could be 12 months’ time. Let people know you’re still out there and inform them of new products, services or special offers. Depending on the nature of your business, ask them about their requirements and, if appropriate, suggest that you meet up to discuss how you may help.
Let your customers know that you appreciate their support. Ask them whether they’re 100% happy with your service or products. If they aren’t, be seen to be doing something about it. Bend over backwards to take care of your customers’ needs. Practice aggressive retention techniques. Since they’ll also be feeling the impact of the recession, your more enterprising competitors will inevitably try to poach your clients.
But never underestimate the power of supplier and brand loyalty. Providing that your customers are made to feel valued and are receiving genuine value for money they’ll stay with you; offer them special discounts and bonuses to keep them on your side. But remember it isn’t just about price; most people don’t make buying decisions on price alone, although they may fool themselves that they do. What’s far more important is perceived value for money – ie quality and service balanced against price, which is an entirely different proposition from being cheap.
2 - Keep control over expenses
Maintain tight control over the back end of your business by keeping your expenses on a tight rein. Before purchasing any non-essential item, ask yourself the following question: ‘Do I really need this? ‘Do I REALLY need this?’ If in doubt, don’t click on that ‘buy’ button. Consider every purchase, and don’t use your credit cards any more than is absolutely necessary. Cut back on all business related expenses by ruthlessly seeking out the best possible combination of price and quality.
Tighten controls on all your expenses, especially those that are not crucial to keeping your business going. Review your overheads. Where can you make savings? Ask your suppliers for longer credit periods and don’t be afraid to ask for discounts. Compare prices across all suppliers.
3 - Start accepting payments by credit card
If you don’t already accept payment by credit card, now’s a good time to make that change. Many customers might need to pay you by credit card if they are experiencing a cash flow problem. Recent surveys have shown that more people are using credit cards as a way to deal with the financial downturn.
That’s it for now. Next time: how to attract more readers to your blog.
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