Routinely Sending Customers Letters Helps Printers Achieve Top-of-Mind Positioning -T.J. Tedesco

By T.J. Tedesco

The pair spent the next few minutes brainstorming the types of letters Zoot could write. Some the topics included:

Apology:

Missed delivery dates
Service/product error
Substandard quality

Keep us in mind:

After lost sale
We miss you
Reactivate account with an incentive
Objection: We always use a competitor
Objection: Previous bad experience with FEI
Objection: FEI is too far away

Personal or corporate congratulations:

on the new job
on your promotion
on your company’s move
on a new product line
for your recent acquisition
for appearing:
- In the news
- As a speaker at a conference

Thank You for:

First order
Large order
First bid opportunity
Large bid opportunity
Kind testimonial
Referral
Survey response
Coming back to FEI after a long time
Visiting our trade show booth
Visiting FEI’s facility
Seeing me for our first visit together

“These are so obvious!” Marka said.

“The challenge will be finding the time to write them,” Zoot noted.

“Well, consider that a challenge no longer,” Marka said with a wink.

A couple of days later, Marka gave Zoot a series of letter templates to use. Soon, he found an occasion to use one of the “Thank You” letters after two prospects sent FEI a first quote for fire-lighting services on the same day. Sure enough, both companies responded, expressing their appreciation. Within a month, FEI had landed fire jobs with both businesses.

Today’s FIRE! Point
Develop a set of customer letters you can have sent in response to common business events. This will help differentiate your business and ensure your name comes to mind the next time a prospect has a need for printing services.

FIRE! in Action: Freelance Copywriter Uses Simple Letter to Generate Leads
Mark E. Johnson did a simple letter mailing to a list of 400 prospects. Over the next three months, he calculated that 406 people visited the landing page he’d created to connect with recipients—including five that became clients.

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Business Management - Marketing/Sales

T.J. Tedesco Author's page T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.

Routinely Sending Customers Letters Helps Achieve Top-of-Mind Positioning