Do a newsletter for your list of customers and prospects.

Below is a letter I sent to a client of mine. Caring People Services. They gave me permission to use this email in my blog today.

In italics are some additional comments I added for this post.

Hi Joni…and Carolyn I hope you're feelin better.
Ladies would you please read this newsletter over very, very carefully?

I believe something similar would be exreamely benificial to you. It is another tool to implement, to help you find more customers. It would be time well spent. It would also be great content for you a future book. Notice her book advertised in the newsletter.
You could find other similar stories and newsletters and we maybe could use some of their content in your newsletters. Look over the ideas in this one. View this idea as another lake you have never fished in before; you have put a few poles in the water, and waiting for a bite.

Radio is one lake (a branding lake), newspaper is a support lake, website is another, a brochure is another, business card another. Speaking at places like small church groups, the Rotary or Lions club breakfast is another, your location another,(the cheapest advertising you can have is expensive rent) word of mouth another, your new billboard sign out front another. I call this called is a gravity well. ( From page 62 of the book Making Ads Work by my Partner Craig Arthur) It's the various ways you are reaching and touching the consumer. You must then wait until their time of need arises and then they will call or contact Caring People Services.

The masses that hear your ads on the radio every day; some are customers some are prospects and some are suspects. You’ll never get the suspects. The customers already know about you. The prospects will hear your ads every day and will still NEVER respond until their time of need arises; ie their mom has Alsheimers and has become too much to handle alone and they think, "My Lord I need to find someone to help me with all this." THEN is when you become the person they were hoping to find. We must think long term. How long is our time horizion? A long time. Maybe 4-5 years. Win their hearts and their money will follow only after they like you and trust you. I don’t care what your product or service is, consumers like to buy from people they like and trust.I'm proud too be on your team. Together we'll make great strides. We are doing the crock pot job of marketing not the microwave oven. This is what a good marketing consultant does.I'll see you at our meeting next Tuesday morning.
Clay