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Eliminate Mass Advertising By Creating Customer RelationsThrough customer relations, loyal customers eliminate the need for mass advertising. Mass advertising is enormously wasteful with a 2% response rate. That means that for 100% of your hard earned money, 98% of it is wasted. Take a look at this picture... Advertising never creates additional “demand” for any product. Advertising’s purpose is to channel existing demand. To accomplish the task of creating additional demand requires reach and frequency. For too long, business owners have been forced into expensive and wasteful spending in the never ending battle to drive sales. Mass-marketing does not create customer relations and, with its dismal 2% response rates, you have wasted 98% of your advertising money the minute you write the check. That’s because you’re paying to reach 98 people who will NOT buy from you in order to reach the two that will. There are several ways in which wasteful advertising can be avoided: 3. Referral system 4. Direct Marketing / Follow Up System You must reach those that are most likely to buy from you with enough frequency to instill habit. Then, you must maintain that frequency (a rewards program does this automatically) - to prevent competitors from influencing YOUR customers. Even if you feel that you have “regular” customers and you are “sure” they do business with you on a repeated basis, you need to remember that they are also constantly being influenced by your competitor’s offers.
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