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Member You - Direct Mail Lead Generation Sales Letters Work Best When You Refund Your Fee
California like the rest of the country has many non-English or limited English speaking residents particularly within the Latino population. To capture these markets many companies often employ bilingual individuals. Sometimes these bilingual individuals chose to take advan
Che
The US Government has just released last month’s job creation figures. It was the lowest number in two years. This is a revealing and disturbing snapshot of what is actually happening in the real economy, not the one artificially created for the headlines. Our US GNP or Gross
In his direct mail lead generation package he includes
a copy of a letter he received from a disgruntled
customer. The customer explains that Chet's Termite
and Pest Control failed to eradicate the customer's
termites, and that she had to request the company to
come out and re-fumigate her home.
But what makes this customer letter different from
most complaint letters is that this customer is writing
to say she asked for her money back and got it. She
thanks Chet for honouring what he calls
his "exclusive, iron-clad, no
wiggle room, simple, straightforward
guarantee."
To show potential customers that he keeps his word
and honors his guarantees, Chet includes with this
customer letter a photocopy of the refund check he
gave to the unhappy customer. It's for the full amount
of $1,136.
The disgruntled customer goes on to say in her letter
that she was thrilled that she didn't have to threaten or
argue to get Chet to uphold his money back
guarantee, and that she is going to tell her friends and
others about how fair, honest and pleasant Chet's
Termite and Pest Control is to do business
with.
Chet
Computer business checks basically work the same way as ordinary checks. However, they are much more convenient. Computer business checks are actually supported by available banking software that makes check writing easier and, when used right, more accurate.There are u
But what makes this customer letter different from
most complaint letters is that this customer is writing
to say she asked for her money back and got it. She
thanks Chet for honouring what he calls
his "exclusive, iron-clad, no
wiggle room, simple, straightforward
guarantee."
To show potential customers that he keeps his word
and honors his guarantees, Chet includes with this
customer letter a photocopy of the refund check he
gave to the unhappy customer. It's for the full amount
of $1,136.
The disgruntled customer goes on to say in her letter
that she was thrilled that she didn't have to threaten or
argue to get Chet to uphold his money back
guarantee, and that she is going to tell her friends and
others about how fair, honest and pleasant Chet's
Termite and Pest Control is to do business
with.
Che
The real issue for organisationsIt used to be that the biggest staffing problem organisations had to deal with was high turnover. Today, the real issue is engagement . . . finding a way to get staff to do more than just turn up to work physically. It’s about find
To show potential customers that he keeps his word
and honors his guarantees, Chet includes with this
customer letter a photocopy of the refund check he
gave to the unhappy customer. It's for the full amount
of $1,136.
The disgruntled customer goes on to say in her letter
that she was thrilled that she didn't have to threaten or
argue to get Chet to uphold his money back
guarantee, and that she is going to tell her friends and
others about how fair, honest and pleasant Chet's
Termite and Pest Control is to do business
with.
Che
The goal of successful marketing is to create long lasting relationships with your prospects by marketing your business with passion. When you’re not excited about what you’re doing, no one else will be either. Our passion for what we do in business is communicated through o
The disgruntled customer goes on to say in her letter
that she was thrilled that she didn't have to threaten or
argue to get Chet to uphold his money back
guarantee, and that she is going to tell her friends and
others about how fair, honest and pleasant Chet's
Termite and Pest Control is to do business
with.
Che
As globalization continues and competition becomes ultra-fierce, now more than ever, it’s important that your company is constantly assessing and reassessing its go-to-market strategy. This strategic marketing function is something that companies often believe that they do we
Chet says offering super strong guarantees gives him
a competitive edge over other pest control companies.
Competitors, he says, don't have the guts to back
what they sell with a money back guarantee. Plus, he
only has to honor his guarantee a few times a year
when he refunds his fee to a few customers that he
can't satisfy.
But the cost of refunding his fee in full a few times a
year is worth the expense because of the extra selling
power he gains by promoting his strong guarantee to
potential customers. He says he even gets selling power
by showing off the refund checks. You can do the
same and generate similar results.
Guaranteed.
If you'd like to read more about Chet's approach, read
No B.S. Direct Marketing by Dan Kennedy, chapter
15. Good book, terrible title.
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