All of us are excited about the new ways we can market our services via the web and email: writing blogs, email newsletters, Facebook and more. However, sometimes it is good to try the old traditional way of marketing like writing a personal letter to your clients.
Instead of designing your monthly or quarterly newsletter this fall, try out my suggestion. Write an update about your company that is personal and truly down to earth. Your clients hired you in the beginning because they liked you, not your logo, your trucks or branding: though that may have caused them to be interested. They liked the person behind the brand! They felt comfortable that you and your team would do a good job on their home. Therefore, write them an update on how you and your team are doing. Tell them what you’ve been up to lately, any major changes you’ve made in your personal or business life such as “I just ran the Boston Marathon for the first time!” or “My oldest son just graduated from the Naval Academy…” etc. Don’t try to sell your services. Just write like you would to a friend and see what happens!
I spoke to a painting client who tried this “technique” out when he started a new painting business. He had broken up a partnership and started a brand new painting business and still had a small client list of over 100 people. He wrote a very simple letter telling them about his new company without trying to sell himself. Within days, he had 11 leads and closed 8 jobs! Not bad for spending less than $200 on stamps and a couple hours of time! My father’s company, Chism Brothers Painting, just recently did something similar. Instead of sending out their normal fall newsletter, they wrote a regular-old letter that gave their clients an update on their company and family life. 48 hours after people received the letter, Mike Chism (owner) had 4 quality painting leads from very good clients. He then received several emails thanking him for sending the letter and sang his praises for being such a great service company. One customer even told him she had made changes in her business and customer service department because of how he treated his clients! Wow!
So, try sending out a well-written letter, fold it up, stick it in a blank #10 envelope (with no window), type or hand-write your customers address, stick a stamp on it…and send it out! The time and cost is well worth it. Your clients will not be offended and will fill like part of the family!