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you because they know that you stayed in touch with
them. You ve shown that you re not just out to get
their money, but that you to make sure they are
happy.
At the end of six months, they get a customer
questionnaire from you. You ask questions about
them with a little paragraph at the top, and you say,
 Sorry to be asking so many questions, but the more
we know about you the better service we can be to
you.
You maybe ask them questions, like what sports
team do they root for, what kind of car do the drive,
what kind of job do they have, what kind of interests
do their kids have? You ask a lot of personal
questions.
They don t mind giving you that information,
cause it makes sense to them. It s true. The more
you know about them, the better you can service
them.
So that s part of follow up is learning about them.
Maybe at the end of nine months you might send
them a note congratulating them of their daughter
making the cheerleading squad. They get an
anniversary card from you one year after having
been your customer congratulating them on their
anniversary of them being a customer.
As a result of staying in touch with them on a
regular basis like this, and it doesn t end at the
course of the year, one person will end up making
three purchases from you.
They will end up making the purchase and they
will end up recommending your business to four
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people during the course of the year. Even over and
above the ones that you asked for.
Now, their relationship with you will last not one
transaction as so often happens, but it will last as
long as 20 years.
If you do the math on that, it means that one
customer is worth $200,000 to you if you understand
follow up.
It doesn t cost much money to do that at all.
But understand follow up. The thank you notes.
The note making sure that they are happy. Stay in
touch with them by phone, email, fax, in person, or
with letters, whatever it takes. Stay in touch with
them and make them realize that you know them and
connect with them as a human being not just as a
customer.
Once they get that from you, it s going to get
easy for them to recommend your business to other
people.
The ninth difference between guerilla marketing
and traditional marketing is that traditional marketing
has always said scan the horizon to see which
competitors you can obliterate.
One of my things says that s just nonsense. Don t
think like that. Instead scan the horizon for those
businesses with which you might cooperate.
Say that again.
Don t look around for businesses that are
competitors that you can obliterate, instead look
around for other businesses that have the same kind
of prospects and the same kind of standard that you
do and look for companies with which you can
cooperate.
You watch television. You see a commercial. You
think it s from McDonalds. Midway through you think
it s from Coca-Cola. By the time it s over it was for
The Lion King or Pocahontas.
There s lots of that we call fusion marketing.
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There s lots of that going on the world today.
Especially on small business levels because if you
do that fusion marketing, connecting up with other
businesses, with the idea of forming a joint marketing
venture just for a short time, you ll find you can reach
more people.
If your reach goes up, the cost goes down
because you are sharing it with other people.
In Japan, for example, seven, eight, nine
businesses get together in fusion marketing
campaigns.
They are able to advertise and market all over
the place and it costs them just a fraction because so
many people are in on it.
In the Unites States, more and more small
businesses are learning to do that same thing. To
wrap their mind around the idea of cooperation more
than competition.
Let me jump in right now. Because after this show you
and I are going to invoice my listeners about $20 to $25,000.
(To the listeners)
If you re listening right now, what I have to tell you and
hopefully you pick up, is Jay Conrad Levinson, best-selling
author, just laid out for you a free marketing plan.
Did you here that?
From day one to the 12th month. With the notes, with the
anniversaries, with the surveys. That is absolutely priceless
information!
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