If you have frequent to semi-frequent contact with customers – either via newsletters, a blog or inserts in packaging – you should be
thinking about adding some value and offering them something beyond product
promos and discount announcements.
One way to do this is to offer “how to” articles that show
them how to do new, different, more advantageous/productive/efficient things
with your product.
customers how to mount them on poster board and display them in the home. If
you sell toner or ink cartridges, you might show customers how to keep the
heads clean or so other such maintenance program. If you sell motorcycles, you
might show customers how to plan a fantastic weekend bike tour.
offer a solution. Show them how it would be great to do something extra or
solve a common problem with the product. Then offer the solution. You can create dreams around the problem/solution structure,
as well. Let’s say you sell art poster prints. Maybe your prospects and
customers dream of designing a themed room that showcases old movie titles and
produces a sense of nostalgia. That’s a dream, and you can help them connect
with it by suggesting movie titles and specific prints, and offering mounting
and framing advice (or even pointing to links and sites that do this well
already). You could even show them some quick tips about how to light a piece
of framed art correctly. Anything that adds value shows customers that you’re pulling
for them, and you’re interested in more than the quick buck. In many ways, the
information you offer is a gift. And we already know that gifts
produce increases in sales. Test out some “how to” articles and watch your
business grow organically with increased interest and reciprocal