Iron Fence Marketing
Do you treat your customers like a one-night-stand? A notch on your camera for everyone you’ve photographed, thanks for the evening, don’t call me I’ll call you? Excuse the slightly off-color connotation but unfortunately it’s exactly how many business owners treat their customers. It’s as though the customer’s purchase, their decision to invest money with your business is a onetime event – never to be repeated.
Stop for a moment and consider all you have invested in that customer. The cost of direct mail pieces sent, newspaper and radio advertising if you’ve done so, the time spent building relationships on Facebook and Twitter; and that’s just the beginning. You’ve learned to create beautiful images your customers have loved; you’ve spent money on equipment, and backgrounds and education. Maybe you’ve invested in a computer and a projector and the software to project your images. All of the above are steps you’ve taken to capture a client and create something they love and are willing to pay you for. Are you really willing to let that customer slip through your fingers?
Unfortunately it’s a sad fact, the vast majority of business owners spend all of their time and marketing dollars trying to attract new customers while completely ignoring their existing customers – the people who already “know, like and trust” them. They’re trying to fill a bucket that has a huge hole in the bottom.
Iron Fence marketing is designed to help you “keep what you’ve already caught” – to build an “iron fence” around your existing customers so the thought of going anywhere else will never even come close to crossing their mind. And without question, the best way to plug the hole in your bucket and build that iron fence is with a monthly newsletter.
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