Do Business Well

Every organization, large or small, can use email to establish a dialogue and build loyalty among its prospects, members, and customers. And every organization, regardless of size, needs to follow the guidelines and principles. But size does matter when it comes to the investment a company can make in infrastructure and the number of people it can commit to developing and operating a program. Don’t worry, though. Even small businesses with limited resources have plenty of ways to use email to communicate with their customers.

If your company has only a small number of customers or clients, you may still be able to use your regular email software to send out messages, announcements, and newsletters. This type of program ends up looking a lot like the regular email dialogue you would have with your customers or clients. Continue Reading »

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Your ability to get articles written about your company or by your company’s executives imparts an image of success that can be used with brochures and other written material to help close sales. Beyond these tools, though, there’s another that is often the most effective—what I refer to as “love letters.” Love letters are written compliments from your customers or clients. Whether they’re used by your salespeople to impress prospects or in your business plan to impress investors, they can be extremely effective.

Isaw one example of a particularly effective use of love letters on Sunset Boulevard in Los Angeles, in the window of a store specializing in custom-made men’s shirts. I was drawn to the window because my father was in that business some years back and I had worked in his store. Continue Reading »

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