Isn’t this the frustration, asking yourself, “But where can I find buyers?!”
Fortunately it’s not difficult for most businesses begin to find buyers. They are in your database, not perhaps as ‘future buyers’, but under the label ‘past customers’. (You do keep a database of your customers, don’t you?)
Targeting them is an essential part of your word of mouth marketing.
Past buyers have proven ability to buy want what you are offering, or at least what they THOUGHT you were offering.
So what are you doing to follow them up?
In ‘Word of Mouth Magic’ there is an example of a follow-up letter to past clients with a free voucher offer.
In the testing this offer was described in two different ways:
A) FREE $200 gym voucher with every referral.
B) Refer a friend and receive a FREE $200 gym voucher.
Which do you think would perform better?
Here are the results…
Headline A received a 30% greater response than headline B.
So, what’s the lesson?
Even the elements in the letters you write can make a big difference to the number of referrals you get, and in this case putting FREE at the beginning worked better.
Have you specifically worked out how much you can afford to give away in a FREE offer?
Do you know which of your past buyers to send the offer to?
Do you realize there are ones who should NOT get sent this offer?
Are you testing your marketing and getting 30+% improvements?
If you answered ‘No’ to any of these questions, then you can find the answer in Word of Mouth Magic: