williec
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Why You Should Under-promise And Over-deliver
Copyright 2003 by Willie Crawford
Everybody tells you that your long-term business
success hinges upon repeat sales. That's because,
generally, after you've made that first sale, it's
much easier to sell to that customer again. After
a pleasant buying experience with you, you meet with
less resistance from that customer. Also, with
repeat sales you don't have customer acquisition costs
so you have higher profits.
But what is the best way to turn first-time customers
into repeat customers? It's to make sure
that you really over-deliver! In fact, you should
under-promise and over-deliver... just the opposite
of what we often see.
We see a lot of ad copy where you are promised the
world. Often you'll see a packaged product that
comes with so many bonuses that you know you'll
never examine all of them. When I see one of these
packages, I ask myself, "What's wrong with the basic
product?" I'm sure a lot of others do too.
Instead of overwhelming them with the quantity of
items in the package, why not offer a few really
good (related) bonuses. Give a good description
of those bonuses and demonstrate value in your
ad copy.
Then, deliver more than promised by throwing in
a few extra bonuses. Since the customer is
probably feeling a little overwhelmed when he
first downloads your package (or gets it in the
mail), I like to send these bonuses later... in
an email. Just send a download link to a really
valuable, related bonus in an email a few days
later. You can do this several times over a
period of weeks or months. In each email remind
the customer of his purchase and point out that
this is a little additional bonus.
This is a very simple method of building customer
satisfaction and goodwill. By spreading the
unexpected bonuses out, you give the customer
time to "digest" the bonuses. If you send all of
the bonuses at once, the customer is likely to just
download them to some folder on his hard drive and
never look at them.
Another method I've seen used with bonuses sent
after the sale is to point out in each email that
another bonus will arrive in a few days/weeks. What
this accomplishes is to keep the customer looking
for your emails, and also reduces refunds. The
customer knows that if he cancels the order, he won't
get the other bonuses. Assuming the bonuses you've
already sent are of real value, the customer will
not want to miss out on the other bonuses.
This method of delivering a lot of value after the
sale is used by many top marketers. Others deliver
everything at once, but they still under-promise
and over-deliver. Why not incorporate this strategy
into your online marketing today and notice the
increase you get in repeat sales :-)
Willie Crawford has been teaching others how to build an
on-line business since late 1996. Frequently featured in
radio, magazine and newspaper articles and interviews, Willie
teaches the average guy what the top marketers are doing but
seldom talking about. For example, Willie demonstrates the
power of automated residual income through his system at:
http://ProfitAutomation.Com Test drive this system now.
or in print, free of charge, as long as the bylines are
included. A courtesy copy of your publication would be
appreciated.
Why You Should Under-promise And Over-deliver
Copyright 2003 by Willie Crawford
Everybody tells you that your long-term business
success hinges upon repeat sales. That's because,
generally, after you've made that first sale, it's
much easier to sell to that customer again. After
a pleasant buying experience with you, you meet with
less resistance from that customer. Also, with
repeat sales you don't have customer acquisition costs
so you have higher profits.
But what is the best way to turn first-time customers
into repeat customers? It's to make sure
that you really over-deliver! In fact, you should
under-promise and over-deliver... just the opposite
of what we often see.
We see a lot of ad copy where you are promised the
world. Often you'll see a packaged product that
comes with so many bonuses that you know you'll
never examine all of them. When I see one of these
packages, I ask myself, "What's wrong with the basic
product?" I'm sure a lot of others do too.
Instead of overwhelming them with the quantity of
items in the package, why not offer a few really
good (related) bonuses. Give a good description
of those bonuses and demonstrate value in your
ad copy.
Then, deliver more than promised by throwing in
a few extra bonuses. Since the customer is
probably feeling a little overwhelmed when he
first downloads your package (or gets it in the
mail), I like to send these bonuses later... in
an email. Just send a download link to a really
valuable, related bonus in an email a few days
later. You can do this several times over a
period of weeks or months. In each email remind
the customer of his purchase and point out that
this is a little additional bonus.
This is a very simple method of building customer
satisfaction and goodwill. By spreading the
unexpected bonuses out, you give the customer
time to "digest" the bonuses. If you send all of
the bonuses at once, the customer is likely to just
download them to some folder on his hard drive and
never look at them.
Another method I've seen used with bonuses sent
after the sale is to point out in each email that
another bonus will arrive in a few days/weeks. What
this accomplishes is to keep the customer looking
for your emails, and also reduces refunds. The
customer knows that if he cancels the order, he won't
get the other bonuses. Assuming the bonuses you've
already sent are of real value, the customer will
not want to miss out on the other bonuses.
This method of delivering a lot of value after the
sale is used by many top marketers. Others deliver
everything at once, but they still under-promise
and over-deliver. Why not incorporate this strategy
into your online marketing today and notice the
increase you get in repeat sales :-)
Willie Crawford has been teaching others how to build an
on-line business since late 1996. Frequently featured in
radio, magazine and newspaper articles and interviews, Willie
teaches the average guy what the top marketers are doing but
seldom talking about. For example, Willie demonstrates the
power of automated residual income through his system at:
http://ProfitAutomation.Com Test drive this system now.