How to Earn Long-Term Loyalty

Wow! I've just got to share the following e-mail with you. This appeared, unsolicited, in my e-mail in-box this past week.

I don't know how you feel about it, but my immediate reaction upon reading this e-mail was one of great appreciation and increased loyalty. With this one simple act I suddenly feel ingratiated to Bryan and Jeffrey (and I haven't even received the book yet!).

Take a look and make up your mind for youurself:
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From: Bryan & Jeffrey Eisenberg

To: Robin C. Johnston

Subject: We Want to Thank you Again


Dear Colleague,

Please keep your eyes peeled, the next Amazon box landing on your doorstep is a gift from us.

Thank you so much for your interest in our 2005 book, "Call To Action". The book exceeded our wildest expectations, due in no small part to the support of individuals just like you. It landed on the New York Times, Wall Street Journal and USA Today bestseller lists.

You may have already heard about our newly released book, "Waiting For Your Cat to Bark?". To show our deep appreciation for your support, we delightfully sent you a gift copy. No strings at all. Your book should arrive within the next two weeks.

Happy Reading,

Bryan & Jeffrey Eisenberg
Future Now, Inc.

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The feeling of loyalty created here is based on the principle of Reciprocity. To learn more about this, seek out and read the work of Dr. Robert Cialdini. Dr. Cialdini is an expert on the science of persuasion. He teaches that when we do something for or give something to another person, they will naturally want to reciprocate. We're programmed to want to repay in kind.

Can you use this approach in your business? Of course you can! And just think what it would do for your customers' loyalty.

Set Up a Fishbowl

The “fishbowl” technique is hardly new. For decades – maybe longer – retailers have put out a bowl with a sign attached asking customers to leave their business card in return for an opportunity to win some sort of prize. Why do they do this? The offer is not entirely altruistic.

The real idea is to collect patrons’ names and addresses. Aside from building a mailing list (known in direct mail circles as a “house” list), fishbowl card collections help retailers determine and map their trading areas. This insight provides many benefits, including the ability to refine promotional targeting when using “blind” mail drops or buying outdoor ad space.

There’s nothing difficult about setting up a fishbowl, and the technique doesn’t need to be costly. To drive response, you will need to offer a desirable incentive. Although some “fishbowl anglers” choose items completely out of the blue, the best incentives are something related to your business. This way, the pool of prospects you develop is more likely to be semi-qualified. Typically, only those with some level of interest in what you have offered will leave their cards. Once you’ve decided on your offer, simply set out a container for collecting the cards, and put up a sign asking visitors to leave their card in return for a chance to win the item you’ve promised.

To get things started, you may wish to drop in a couple of dozen “starter” cards. Mark these cards on the back with a distinguishing mark, so that you will know to remove them as you sort through the cards you have collected at the end of your collection period.

Fishbowls are often seen in non-retailing environments as well. For example, they can be used at public events or club functions such as trade shows, Chamber of Commerce events, or civic club meetings. While fishbowls used in this way tend not to be as useful for trade area mapping, they can still serve to generate a tidy mailing list of prospects.

Buy Pay-per-Click Search Engine Listings

ayamxSearch Engines are the number one way that people find web sites. A shocking 41% of Internet users find sites this way. They are used much more often than simply guessing the URL (28%), word of mouth (13%), online advertising (10%), or print advertising (10%).

A key aspect that makes search engines a "killer app" for marketers is the fact that people only use them when they are looking for something. When someone searched for "Chicago museums,” it is pretty clear what they are trying to find. There is no better way to reach people who have a direct and current interest in what you have to offer.

But simply being listed on an engine isn’t enough. As searchers seldom scan down past the first page of listings, it pays to pay to be a top-ranked site.

Pay-per-click engines allow us to do just that. Simply put, pay-per-click let's us choose exactly how high we want to be in the search engines results listings.

The price we pay for the rank we want is determined by auction, and depends on how much competition there is for the keywords and phrases that are most relevant to our businesses. Whatever you do, make sure that you bid enough to be the first- second, or third-ranked site in Overture’s pay-per-click search engine listing. If you are, your site will be carried over to a number of other search engines as well, dramatically increasing your exposure.

To get started with a pay-per-click campaign, take a look at Overture[1] (overture.com). They are the leading PPC engine, and an excellent place to get started. You will find clear instructions there about what to do first.

Here are a couple of web resources that every search engine marketer from the neophyte to the aficionado should know about: Danny Sullivan’s Search Engine Watch (searchenginewatch.com), and Bruce Clay’s site (bruceclay.com). They both provide plenty of information about all types of search engine strategies.

[1] Now a Yahoo! company.

Join The Chamber Of Commerce

Nearly every city or town has its own Chamber of Commerce. These groups are not-for-profit organizations set up by local business leaders to promote business growth, provide personal and professional development opportunities, and affect local public policy decisions.

Some Chambers flourish and provide many events throughout the year. Others are less active, counting monthly member meetings among their only regularly scheduled activities. In any event, the majority are worth joining if one of your goals is to generate new business.

Chamber membership can be effective for any company, but those serving small and mid-sized businesses have found membership especially rewarding. Sooner or later, most new companies join the Chamber. This is what makes the Chamber the place to be.

But there’s a catch. It’s not enough just to join the Chamber. That’s like buying an exercise bike and expecting to lose weight without riding it. You have to actively use your membership, in order to turn up leads.

Take advantage of the many programs your Chamber offers. Go to the new member orientation. Sign up for management and personal development classes. Attend the luncheons and picnics. See, and be seen!

If you find the Chamber to be a good source of prospects for your business, volunteer for a leadership position with the Chamber. As with volunteer positions with service clubs and not-for-profit agencies, there’s no better way to help people get to know you than to meet with them regularly, and lead them in some activity.

You don’t have to be a board member, either. There are plenty of other volunteer opportunities available, and most offer the chance to work closely with others. Membership coordination, event planning, and member communications are all worthwhile volunteer positions to seek out and hold.