Create loving messages for your customers

Our friend Bill Edmonds checked into a hotel and found a message in his room.
“Sure, life can be messy. That’s why I’m here. Don’t worry about a thing. Just make yourself at home, have fun and enjoy your room. I’ll clean it all up. If you need anything, just press “0.” -Your Housekeeper.”
This refreshing message captured his imagination. The words were inviting, soothing and friendly. The message sounded like something Jesus might say.
When was the last time you sat down and wrote a thank you note to someone who did you a good turn? When was the last time you wrote a thank you to your customers for doing business with you?
A friend of ours was in the hospital with a cardiac scare and the nurses, doctors, and technicians treated him like royalty.
He’s written the hospital CEO a letter of commendation naming all who took good care of him. He also autographed 16 copies of his books for each of them.
Want to bet they will remember the patient in room 324 for a long time?
Let me suggest you take 3 steps today:

  1. Call 3 of your customers to thank them and see how you might help them.
  2. Write 3 others a thank you note.
  3. Buy and give a motivational book to your 3 best customers to say thank you
    We share such field-tested ideas in “Uncover Your Inner Sales Genius.” For a free copy go to JerryBellune.com.
    Next: Keep your customers comfortable
    Copyright 2021, The Bellune Co., Inc.

Why ads should appeal to our emotions

Consumers rarely buy on the facts. 

Even the most analytically minded. They buy with emotion and justify it with logic.

Think about your last purchase, why you bought it and how you justified it to yourself or your partner.

Our friend Bill Edmonds says Southwest Airlines most effective ad appealed to our emotions in 3 words: “Wanna get away?”

Their commercials depict people caught in awkward blunders. The individual does something embarrassing, then a voice asks, “Wanna get away?” while the character wallows in self-inflicted humiliation. 

The solution? Buy a “Wanna Get Away” ticket from Southwest and fly far, far away, leaving your shame behind.  

Bill says he’s convinced the campaign was popular because we identify with the feelings of the commercial’s protagonist. 

We know what it is like to want to run away from our latest blunder.

Research has found that feelings of humiliation and shame are more intense than those of happiness and anger.

What emotions do your own ads appeal to? A sense of need, such as “I need a new car” or of want, such as “Can I afford to go to the Caribbean this year?”

We share such field-tested strategies in our CD “Why Advertising Fails & What You Can Do About It.”. For details, email JerryBellune@yahoo.com.

Copyright 2021, The Bellune Co., Inc.

Retain your loyal customers for life

When loyal customers’ friends ask who they use for what you offer, they not only mention your name but tell them about something special you did for them.

When customers need to call you, they have your number in their cell phones, on refrigerator magnets or type your company’s name in their search box rather than a generic search for your types of business.

They know, like and trust you to take care of their needs and wants.

You and I know how important customer loyalty is but here’s the good news: 69% of our competitors don’t know loyalty is critical or how to gain and retain customers.

Here are 5 ways we have built loyalty:

1. We know our most loyal customers, what they want and need and how often.

2. We are selective. We go after prospects like our loyal customers. Their needs and wants are similar and we know how to make them happy.

3. We constantly look for ways we can help them in addition to the products or services they buy from us.

4. We refer business to them.

5. We touch them often when we have ideas or offers of value to them.

We share such field-tested strategies in our CD “Why Advertising Fails & What You Can Do About It.” For a free copy, email JerryBellune@yahoo.com

Next: Your customers’ best friend.

What we can learn from Walt Disney

When you think of being visionary, compare your vision with Walt Disney’s vision for Disneyland 65 years ago:

“Physically, Disneyland is to be a small world in itself. Encompassing the things that were good and true in American life… dedicated to the ideals, the dreams and the hard facts that have created America.

“I don’t want the public to think about the world they live in when they are inside our world created for them. Beyond physical places, we want to bring people along into an entirely different world, with our philosophies and ideas, our characters, our stories, our past, present and future, so they are a part of it and never want to leave.

“At age 12 or at age 62, we want them to feel curiosity, wonder, awe, fascination, joy, and attachment. Within this world, we want them to experience discovery and adventure, fun and entertainment, education, participation, and recognition. They will not just come to visit our places or to the theater to see our films. They will bring us into their homes and into their hearts. We will never settle for having customers or fans — they will be Disney people. This world will never be completed. It will always be under construction, expanding, diversifying, playing more and more roles in peoples’ lives.”

Our thanks to Rick Houcek for sharing this visionary document.

We share such field-tested strategies in our 3-CD “Make Yourself a STAR (Someone They Always Remember).” For details, email JerryBellune@yahoo.com

Next: With vision, you flourish

Leave no money on the table

Whatever happened to Joyce who used to do business with us? No, she didn’t die. She just quit doing business with us.

Why? Did we do something wrong?

No. Joyce decided she could afford to advertise on TV based on the business our advertising had brought her.

We need to reactivate Joyce and other of our lost or inactive customers.

Go through your customer list. Highlight the people who have not bought in the past 3 years. Send them a postcard. Text them. Email them. Send them your weekly blog. Call them. Find out how they are doing.

Our friend Ruth King recommends you write or call with a message that says:

“Thank you for your past business. I was concerned because we haven’t taken care of your _____ in the past few years. What can we do to help you in you again?”

Be prepared to find out that they thought you went out of business because they haven’t heard from you. And they will tell you what it will take to help them again.

One of Ruth King’s clients sent 100 “we want you back” postcards. Cost: $50. Got back 3 clients and a $10,000 job. The postcard paid for itself many times over.

The cheapest way to grow your business is to reactivate your lost customers. Set aside a single hour a week to call them.

We share such field-tested strategies in our “Killer Secrets of Successful Entrepreneurs.” For a $20 personally autographed copy, email JerryBellune@yahoo.com.

Next: Your vision for your business

Copyright 2020, The Bellune Co., Inc.

3 success strategies for 2021

Business owners and managers who survived and thrived in 2020, says our friend Ruth King, used these 3 simple strategies:

1. They paid close attention to their customers….even when they didn’t want to sell them anything. They reminded their customers that they were there for them. These messages helped keep customers aware they were thinking of them. We send these Business Blogs to our customers weekly.

We  also call to check with them for news for our business pages. This way we remind them that we care abut their successes and want to let our readers know about them.

2. They reactivated inactive customers. They looked for customers who had bought in the past but not recently. They found reasons to activate their inactive customers with a new product or service offer.

We look back at this time last year for who advertised what and contact dormant accounts to find out how we might help them increase sales and revenue.

3. They reviewed past quotes and proposals. Some of these quotes/proposals turned into sales a year later. The comment from many customers, “No one followed up with me. You’re the first.”

We share such field-tested strategies in our 3-CD “Make Yourself a Super Star” self-study course. For details, email JerryBellune@yahoo.com.

Next: Leave no money on the table

Copyright 2021, The Bellune Co., Inc.

Take care of your dollars in 2021

A business broker friend congratulated us on our financial management during the 2020 pandemic. He said we did not lose near as much money as many other small businesses. We appreciate his compliment but it was OUR money we were losing.

What we did was not brain surgery.

We looked at what we were doing that was profitable and asked how we could use it to maintain or increase revenues.

We looked at what we were doing that cost us money and decided which we could cut back on or cut out.

We did it in two stages.

We cut what did not produce enough revenue to at least pay for itself. 

For example, with so many locked down businesses where we distributed our newspapers, we cut out delivering to those locations to cut printing and delivery costs.

As they began to reopen, we began delivering to them again. That increased costs but was offset by sales revenue.

We’ve since asked many of our writers to take a break for a few months to save space and cut printing and delivery costs.

With far higher web site traffic, we invite business owners to advertise online. 

Take care of your dollars in 2021.

We share such ideas in “Maverick Entrepreneurs’ Million Dollar Strategies.” 

For a $20 personally autographed copy, contact us at 803-359-7633.

Copyright 2020, The Bellune Co., Inc.

How to get high email open rates

Have you heard marketers or bloggers brag about the high number of addresses on their email lists? A blogger said he had more than 5 million. Wonder how many actually open his emails? What does it cost to mail to thousands of addresses that don’t open his messages?

A good open rate for your emails is only 15%. In other words, 85% of the people you email don’t bother opening them.

This should be a concern. The more email addresses on your list, the more Constant Contact, Mail Chimp or whatever service you use will cost. You’re paying to mail to people who don’t want your email.

To keep our open rates high, our tech whiz Katie Ritchie segments and prunes our lists to keep our costs down and avoid emailing to those who don’t open them.

The more dead weight Katie deletes, the higher open rate we get because we reach those who want our information.

Our weekly Writing Tips have a super high 45% open rate because those specifically asked to get those emails.

Now some hurried readers may skip your email this time but open it at least half the time. Hang on to them. Just delete those totally non-opening addresses.

We share such field-tested strategies in our free CD “Why Advertising Fails & What You Can Do About It.”  For details, email JerryBellune@yahoo.com.

Next: Is your cash managing you?

Copyright 2020, The Bellune Co., Inc.

Become a Master of Gratitude

Can you attract more business without it costing you a dime? Absurd, you say.

No, it’s simple, says our friend Ruth King. Show gratitude. Say thank you. Appreciate your customers and your employees.

When customers complain, you can disarm them by thanking them sincerely for letting you know. It will shift the conversation from problem to solution. 

Lori Saitz is a master of gratitude. It has changed her business and her life. She now does gratitude meditations for people and companies (customizedmeditation.com).

Lori says it takes little time to say thank you, send an email and show you appreciate your customers and their business.

Scientific research shows gratitude changes your biochemistry. Feeling grateful helps your brain produce more serotonin and dopamine, the feel-good chemicals. 

What happens to us and how we react makes it good or bad in our minds. It is our reaction that makes us emotional. 

We can’t think rationally or make good decisions when we are emotional.

Ruth King’s new book, Profit or Wealth? – is $14.95 on Amazon. Email her at rking@ontheribbon.com for her free newsletter.

We share other field-tested strategies in our free CD “Why Advertising Fails & What You Can Do About It.” For details, email JerryBellune@yahoo.com.

Next: Raise your email open rates.

Copyright 2020, The Bellune Co., Inc.

Ignore your balance sheet at your own risk

Do you check your profit and loss statements and balance sheets monthly?

They tell you how profitable your business is, says our friend Ruth King.

Your balance sheet shows your current assets divided by current liabilities.

Current assets are cash, accounts receivable, inventory and prepaid expenses.

Current liabilities are accounts payable, taxes payable, deferred maintenance revenue and current portion of long term debt.

Increasing current ratio, most of the time, means increasing profitability. Decreasing current ratio, most of the time, means decreasing profitability.

Your balance sheet also tells you if:

• You may be running out of cash

• Have uncollected billings you need to take action to collect.

• You are taking on too much debt, too much inventory or other cash suckers.

Your balance sheet is your weather vane. It gives warning signs of impending problems so that you can take care of them before they become major crises.

Want more on cash management? Order Ruth’s book, “The Courage to be Profitable: Get and Stay Profitable in Less than 30 Minutes a Month” on Amazon. You can sign up for her free newsletter at rking@profitabilityrevolution.com

Next: Run and ELF business.

Copyright 2020, The Bellune Co., Inc.