How high is the fence around your “herd” of customers?

What is the most valuable asset that your business owns?

Your building? Your equipment? Your inventory? Your intellectual property?


Not even the operating capital that you have in the bank is as valuable as this one asset that most business owners overlook….

It is your CUSTOMERS.

  • Once you’ve sold a product or service to your customers, are you doing everything you can to keep your name in front of them as THE EXPERT in your field?
  • Are you marketing to them regularly?
  • Are you sending them newsletters each month that reinforce the value of what you and your company offer?

By communicating regularly with your existing customers (Your “HERD”) through offers and also newsletters you are building a strong fence around them, thereby keeping you in the front of your minds and your competition in the rear view mirror.

Many companies big and small neglect the customers that they’ve already done business with forgetting the true costs associated with acquiring a new customer. Depending on what you sell, it can be very expensive to gain a new customer. While we all know the importance of marketing to “cold” prospects and growing your business with new clients, it’s much easier to sell an existing client more “stuff” because they’ve already demonstrated that they have some degree of trust in you.

How do we know that? Simple. They’ve already given you their money.

Let’s explore some ideas and ways we can build our fence:

  • NEWSLETTERS – This is #1. You need to send out a monthly newsletter to your clients by email and/or regular mail (preferably both if it makes sense). The content needs to be light, entertaining, and non-sales oriented. You can have special offers in the newsletter, but keep it minimal and focus on a readable, fun newsletter that your customers will look forward to.
  • Blog Posts – Daily, Weekly, or Monthly you can write blog posts about your specialization and thereby reinforce your credibility among your customers. Keep posts relatively brief and easy to read (6-7th grade reading level preferred).
  • Email Promotions – Special discounts, offers, and date sensitive sales announcements are all great ways to promote your company and your products and/or services.
  • Social Media – Make sure your Facebook posts and Twitter “tweets” are regular and relevant. This is another subtle, but effective way to keep your fence strong around your customers.
  • Direct Mail – With more and more of your competitors taking their marketing online, why not use direct mail to communicate with your customers? It’s a contrarian approach to online marketing that is still very effective.

Something else we don’t want to overlook here is one of the best reasons why you want to actively market to and communicate with your customers…


Even if your existing customers don’t buy another thing from you in the foreseeable future, if you are fresh in their minds because you are actively communicating with them, odds are that their colleagues, friends, and family members will need your services in the future. This makes it that much easier for them to remember you and make a referral. Referral business is easy to sell to and easy to please, generally, with reasonable expectations.

So, is there any downside?

Time. As business owners, you wear many hats and are pulled in many different directions on a daily basis. In order for your “fence” to be effective, it has to be regular and predictable. This means that you must send out your newsletters and other offers on a regular basis.  You must allot the time each week or month to create the copy and implement the campaigns. If you can assign these tasks to an in-house marketing or administrative person who has some marketing background or experience, this is ideal. You can then proofread and/or edit the content and give it your final blessing, as the expert.

If you’re short on time, talent, or otherwise, we can help.

We have a full staff of experienced copy writers and marketing staff that can create regular newsletters for you with no hassles. We can also setup and show you how to do other types of email communications and blog posts that get results with your customers. Call us today at 1.877.490.8324 for a free, no-hassle consultation.

You may also Click here to schedule a confidential consultation.

If you enjoyed this article, would you mind sharing it with others who might benefit as well? Please click any of the icons below and spread the word! 🙂

To your success!

Ben Vaughn
Sr. Online Business Strategist
AutoWeb Technologies

Are you boring your customers to death?

6 Seconds….

Statistically speaking, when someone visits your web site you have approximately 6 seconds to do one of two things:

A. Intriguing them into continuing reading or browsing (and possibly calling, making a purchase, or signing up for some sort of offer)

B. Boring them to death and making them leave (maybe never to return!).

Which one would you prefer?

It’s pretty obvious…

What separates the two?

It comes down to something very basic.


You need a compelling reason, offer, or content that has “TEETH”.

By that, I mean something that bites them and compels them to stay, call, make a purchase, or sign up for some sort of offer because it strikes an emotional nerve related to something they want, need, or lack.

AND, this message or offer must separate you from your competitors.

It doesn’t matter if you’re an attorney, an auto repair center, a plastic surgeon, a pizza shop owner, or a chiropractor. As a business owner, it is YOUR JOB to find out what problems (i.e….wants, needs, lacks) your typical customers have.  In other words, what PROBLEM can you solve for them that will make them spend money with you?

Once you figure out what that is, you need to craft your marketing message around that problem AND the solution.

Make it unique, impactful, and useful for them. It has to have some TEETH.

Remember, plain vanilla won’t put a dime of new sales in your company’s pocket or get you the herd of prospects you need.

Once you know what this is, do yourself a favor and build all of your marketing campaigns, web site focus, and all other media related to customer acquisition around this one, central theme:


* Change your web site copy to include this message.
* Change your brochures to include this message.
* Change your direct mail to include this message.
* Change all of your collateral sales materials to include this message (business cards too).
* Change the focus of your consultations and initial conversations with them around this message. You almost need to change the entire sales culture of your organization from ME, ME, ME, to THEM, THEM, THEM.

Stop boring them with why you are so great and why your company is the best.

You know you’re great at what you do.

We know you are as well.

BUT, they don’t.

It’s not their fault. As human beings, we’ve been conditioned to treat new vendors, relationships, offers, etc. with a degree of caution. It’s human nature. We’re bombarded with “BUY THIS!!!” day after day.

Until you become a friend who can help solve their problem, they won’t care how great you are.

Think about it and do something about it.

Guess what? We specialize in corporate dental work (i.e….fixing teeth problems)

If you’re open to some new ways to turn your products and services into a clear cut message that solves your customers problems, call us and let’s get to work at 1.877.490.8324.

You may also Click here to schedule a confidential consultation.

To your success!

Ben Vaughn
Sr. Online Business Strategist
AutoWeb Technologies

Are you missing out on future sales with your web site?

One of the biggest problems I see with companies and their web sites when it comes to generating sales is that they do not “capture” the email addresses of visitors. Most companies expect a visitor to come to their web site and immediately make a call or a purchase. It rarely works that way.

It’s called “browsing” the internet for a reason… 

It takes trust and several exposures for a potential customer to make a purchase or a serious inquiry. Many times, we’re so eager to sell, sell, sell that we forget that there has to be a genuine need on the part of the customer AND that need can only be met when they’re ready. Otherwise, we enter into a game of “cat and mouse “.

However, the fact that a visitor is at your web site tells us one simple thing – They are here now. We don’t know exactly why, but they are. We can’t be too aggressive with our web site copy or “nag” them with intrusive “chat” popups while they’re browsing. Those things can be a real turn off.

You can, however, put a system into place that turns your static storefront into an automated marketing machine. Instead of hoping and praying that someone calls you or buys something NOW, you can offer them an incentive to give you their email address in return for a special report or some other useful information (or coupon or discount towards a future purchase).

What’s in it for them? – If you do things right, you can create unbiased reports and resources that your potential clients will see as valuable. You then become less of a “threat” and more of an “asset”, only seeking to lend a hand and help.

What’s in it for you? – You now have permission to market to them on a regular basis with more helpful tips, offers, and newsletters. You can earn their trust over time and when they’re ready to make a purchase, your company will remain fresh in their minds.

Make sense?

This approach really works. We’ve seen businesses grow their future sales exponentially using this approach (including ours). However, it does requires a commitment of a few things on your part:

1. You need to create (or have someone else create) some sort of “offer” for visitors to your web site. This should be some sort of guide, report, discount, or other special information that helps educate your customers and help them with their “problem”.
2. You need a system of collecting their email addresses and managing them. There are many systems out there that can do this for you very reasonably.
3. You need to consistently send well written email communications that offer more information, tips, and offers that they may deem useful. Be careful here not to market too aggressively or you may see a spike in “unsubscribes”.

Using this systematic approach, you’ll create a “herd” of potential clients who will come to know and trust you as well as your products or services.

So, take action today and start maximizing the traffic that you’re getting to your web site. Your future revenue numbers will thank you!

If you’re open to some new ideas for turning your static web site into a lead generating “system”, we’re here to help as well.

Click here to schedule a confidential consultation or call us directly at 877.490.8324.

To your success!

Ben Vaughn
Sr. Online Business Strategist
AutoWeb Technologies