-•- TheHomeBizDigest Newsletter - Issue 224 -•-
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Marketing Tip
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Do you really know what you're doing, before you do it? I'm sure I
could put a car together well enough to get me a couple of miles.
I'm pretty sure I could put a house together that would stand for 
at least a couple of years. And I'm moderately confident that I'd 
be able to put together a rocket that would get off the ground. I
can probably do all of these things, but I can't do a single one 
of them right. I'm not a mechanic, although I could be. I'm not a 
contractor, although I could be one of those as well. And I'm not 
a rocket scientist, but with a ton of work I think I could be. If
I took the time to learn what I was doing before I actually did it
I'm sure my car would run for more than just a couple of miles. I
know that I'd be proud to live in a house that I built on my very
own. And I'm sure, well, maybe still not so sure about the rocket,
but I'd be much better prepared if I had some knowledge. Where am
I going with all this? Well, it's pretty simple actually. I know 
that tons of you put up websites without knowing much about how 
to really do it. Sure you could put the images on the pages, you 
could write up a little text, and you could find a host to put up
the domain for you, but so what? Knowing how to do something, and 
knowing how to do something well enough to make it worthwhile are
two completely different things. Why bother putting that house up
if you aren't sure it's going to stay standing? And why would you 
write an ebook if you haven't figured out if it's going to sell? 
The point here is that just about anyone can easily put up a web
site, write an ebook, or join an affiliate program, but that is
not what will make you successful. The ability to actually get a 
job done isn't an indication of how well that job is going to end
up. So, before you think you're going to be the next superstar of
Internet marketing, take the time to figure out what's actually 
involved before you just jump in. I think some of you might be a
bit surprised at how much reading, learning, and dedication it's 
going to take to be the next "guru".

 
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Featured Guest Article
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Clone Your Best Customers

by Marcia Yudkin

Two businesses -- a women's clothing boutique and a
mail-order operation -- recently consulted me about
the same dilemma. Each had achieved satisfying sales
through channels that didn't allow for further growth.
They needed a fresh marketing program that would yield
a steady stream of new customers, and they were
confused about where and how to advertise.

Like Dorothy with the ruby slippers in the Wizard of
Oz, they already had most of what they needed for a
solution, but they didn't know how to use what they
had. They needed to investigate who their buyers --
especially their highest-spending and most frequent
patrons -- were. In doing so, they'd learn how to
clone their best customers.

The general principle: Discover the characteristics of
your current customers and use that knowledge to reach
more shoppers just like them.

The clothing store already knew the age range, income
level and some cultural interests and hobbies of its
clientele. I suggested that they find out which
newspapers, magazines and TV and radio programs their
buyers read, watch or listen to, as these might prove
prime advertising vehicles. Once ads are running in
many places, you can also ask customers which 
media outlet persuaded them to come into the store,
although many buyers don't remember this information.

The mail-order operation had little knowledge of the
income or the educational level of its purchasers,
since orders so far had come in through the anonymity
of the Internet.  However, it was relatively simple
for them to send a follow-up questionnaire by e-mail,
which asked a buyer's age, educational background,
employment status (employed or self-employed), income
bracket and profession. The brief questionnaire also
asked how satisfied they were with their purchase,
generating glowing testimonials along with a few 
complaints. Questionnaire answers would help this
business intelligently choose where to advertise.

To the clothing store, I suggested marketing
strategies besides advertising for cloning its best
customers. Since many store regulars were involved
with charitable organizations, the store could let
buyers know, through a postcard to its mailing list or
a flyer slipped in with purchases, that it might
produce a fashion show to benefit their favorite
charity. Most likely, customers' dearest non-profit
organization appealed to others who would also be 
attracted to the boutique's distinctive style of
clothing.

Since many patrons had creative hobbies, like
painting, music, weaving or writing, it made sense to
appeal to others who spent spare time on the arts. I
suggested selecting a different customer's creative
work to feature in the store every month. I envisioned
a display of one woman's pottery or poetry, with a
color photo of her wearing the store's clothing.
Surely the woman in the spotlight would bring in 
friends like herself and patrons would urge their
creative women friends to apply for the honor.

Scientists say human cloning isn't quite on the
horizon, but in marketing cloning techniques like
these already produce new customers!

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Marcia Yudkin  is the author of 11
nonfiction books, including 6 Steps to Free Publicity
and Persuading on Paper.  For more guidance on your
growing your business without working harder, consider
her new mentorship program, Marketing for More at
www.marketingformore.com .

 
 
 
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Beware
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This is a little holidays advice, pertaining to your finances.
Before you go out shopping, write out a list of every single
person that you need to shop for. Then write the absolute highest
dollar amount you are willing to spend next to the person name.
Do not allow yourself to go over that amount. Even by $1.00. This
will ensure that you stick to your holiday budget.

 
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