People always ask themselves ‘What’s in it for me?’ when they get something in the mail.
It’s what I think of as the ‘miracle ingredient’ of marketing. People will queue up to get what you have to make their life happier, easier, more prosperous, more successful, more comfortable and, more enjoyable.
A little while ago, a fellow called Shane from a plumbing and property maintenance business sent a letter (note… not an impersonal email) to my wife. She showed it to me the minute I got home. What was so impressive about this communication?
The letter showed us that this plumber worried about the welfare of his customers even when he was busy planning a holiday. He made sure we were not going to be left in the lurch. He’s also whetting our appetite with a teaser about exciting new ideas when he gets back. We’re not only glad he’s looking after us by giving us the name of a good stand-in; we can’t wait for him to return to see what else he’s got up his sleeve. Here’s what he said:
Good afternoon Mrs. Marsh,
Yes, the big day is drawing near. Just over a week and we will be in sunny England having a few pints. I thought I should contact you briefly before I go on my extended vacation. If you are not aware, I will be leaving on the 18 April and returning on the 26 June with a wife.
I would like to thank you for your business for the first four months of the year and hope that my absence doesn’t cause you too much inconvenience. After my return I’ll be looking forward to providing an even better service with the introduction of some exciting new ideas.
If, in my absence you have an emergency or you require a plumbing service, I’ve arranged for a reliable friend to look after this, Bill Smith of Superb Plumbing on 0412 345 678.
Well, thank you again for your custom. I look forward to working with you again.
Warmly,
Shane.
P.S. I’ll call you when I return.
Shane has shown us he cares… that our business is his business. And do you think we’ll look forward to his call… and remain loyal? You bet.
It does wonders to show people that you appreciate them as customers, clients or patients.
The “how’s things?” call is one of those techniques every businessperson should use. It works beautifully for anybody who is serious about making their business successful. In fact, if you’re not using it you should be. Want to learn more? Buy Winston’s downloadable discussion on the “How’s Things?” call here. “Part of the Winno’s Wise Words series”.
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