Inspire Referrals and Track Your Success
Numerous marketing studies show that when shopping for services, most consumers are initially interested in a particular company because of a coupon or money-saving offer. That’s why every One to One Newsletter features a customizable coupon in a highly visible area on the back page.
But what makes this coupon different, is that it features your customer’s name printed right in the coupon box. Without even having to open the newsletter, your customer will see an enticing special offer from your company literally calling out her name. For example, “Special Offer for Mary Smith! If you can’t use this coupon, give it to a friend!”
Your most important (and often most underutilized) asset is your house list. Your existing customers are the ones who have the power to refer your company to others. They already have a relationship with you, so selling to them is far easier and cheaper than cold-calling new customers.
Jon-Don’s One to One Newsletter is an indirect, low-pressure sales and publicity tool that not only puts a great offer in front of your existing customers, but it also encourages them to pass your name on so you get referrals year round.
Most consumers are more willing to accept a friend’s referral over any printed advertisement. In fact, a survey among women asking how they selected a carpet cleaner showed that 40% of decisions hinged on a referral from a friend or family member. The One to One Newsletter makes it easy for your customer to share your company name and make a great impression at the same time.
Not only that, but the unique coupon on the One to One Newsletter is a favorite of business owners because it makes tracking your newsletter responses easy. Many carpet cleaning professionals use the same offers in different advertising media. For example, your “One Room Free” offer might be on your website, in an email, in a postcard, AND in your newsletter. If you’re like most professionals, it probably drives you crazy when you can’t figure out how your customers found out about you.
When your customer hands you the coupon – with her name clearly printed on it – you’ll know immediately that she was prompted by the newsletter (or that she was referred by an existing customer). No more frustration. No more guesswork. No more questioning your customer. No more wasting time, money, and energy on untrackable marketing methods that leave you in the dark.
Most cleaners get the majority of referral jobs within 30 days of cleaning. Why? Because the customer remembers the cleaner and the positive experience. After 30 days, referrals fall off to virtually none.
"Here’s a newsletter from that carpet cleaning company I told you about. They did a great job at my house last week. They’ve got some neat articles in here you might like. I can’t use the coupon, but hopefully you can use it and save some money. Give them a call."
