[Jottings] I Didn't Know You Did That

Issue #17, August 6, 2009

Happy August Greetings, !

Last month my husband and I flew to Seattle to visit his family, and while we were in the great Pacific Northwest, we spent a few days traveling around the Olympic Peninsula. Our map noted a point of interest labeled "Big Spruce Tree" in the Quinault Rain Forest, so we decided to take a quick detour for a look.

Well, after a short hike through the Quinault Rain Forest, we came to a clearing by Quinault Lake. What we saw was amazing - a taller-than-your-eyes-could-see Sitka Spruce Tree. This tree is estimated to be 1,000 years old and holds the title as the World's Largest Spruce Tree.

I patiently waited my turn to climb up this handsome tree's roots for my photo-op (and apologized the entire time for stepping on him). I simply was in awe that I was touching something that was still living after 1,000+ years!

Seeing a "Big Spruce Tree" was truly a remarkable experience that got me thinking about how we would have missed it entirely had that point of interest not been labeled on the map. In fact, we would have breezed by Quinault Rain Forest completely - where we spent a few hours exploring and even met two other couples from Pennsylvania (York and Reading) on the Willaby Creek Trail.

And this near-miss opportunity is the topic of this issue of Jottings!

Dedicated to giving your visions a voice,
Tess Signature

Tess Wittler Writing Services
Tess Wittler Writing Services

Giving Your Visions A Voice.

P.S. I see the tweets ... are you on Twitter? I am ... follow me there!

I Didn't Know You Did That!

Over the last few months, I've had a couple of clients tell me that they've been hearing this phrase from their customers: "I didn't know you did that!"

Let me just say that if you are in business and you hear that phrase, it probably isn't a good sign. Chances are pretty good that you lost a sale (or many) because your clients weren't aware of your service offerings.

"But it is right there on my website," you say.

Let me ask you this: How many times do you go to your vendor's website to figure out what service offerings he provides? If he doesn't come to mind right away, chances are you pull out the YellowBook or turn to Google to find a solution. However, had you known that your vendor also did "X", chances are pretty good that you'd purchase that product from him as well- even if he wasn't the lowest price - because you have an established relationship with him, right?

Same goes for you. It is your responsibility to make sure you're not losing customer sales to others simply because your customers aren't aware of all of your service offerings. Don't let the competition even get a foot in the door! Make a concentrated effort to let your customers know all that you bring to the table.

So how do you do this? (Great question! I am glad you asked!)

[insert drum-roll here] A customer newsletter!

Start, revamp or restore your customer newsletter to showcase (not sell) your entire line of products or service offerings. See the blog posting "7 Reasons Why Newsletters Rock" here.

Think about the newsletters you receive and how they have helped strengthen your relationship with those companies and organizations over the years. A quick inspection of my newsletter pile reveals the following:

The Home Builder newsletter: This one includes a government affairs update, Lead Paint update, and actions taken by the board of directors. By the way, there are several upcoming events where I can pay a small fee to attend. (dated August 2009)

National Guard Soldier & Family Foundations newsletter: Included is an article on the GreenCare for Troops program that provides free lawn care for families of deployed soldiers, program and service listing for families by state, and savings and investing tips for military families. By the way, there's an article explaining the additional benefits families receive for carrying Traumatic Service Members' Group Life Insurance. (dated July/August 2009)

My HVAC company's newsletter: This one has information on the new tax credits for improving my home's energy efficiency, an article on geothermal systems, an employee spotlight, a seasonal checklist, and an article on tankless hot water heaters. By the way, they offer monthly payment options for your furnace and air conditioning preventative maintenance agreements. (dated Spring/Summer 2009)

My township newsletter: This one covers the Pumpkin Fest's schedule of events and entertainment, information about all the various taxes we need to pay, environmental tips, fire department news and an extensive recreational schedule. By the way, they sell tickets to NYC shows, theme parks and other regional attractions. (dated July/Sep 2009)

These newsletters are important to me. I hold onto them because they are packed with good information about services and products that otherwise I would not be aware of.

Because I have received these newsletters consistently over the years, I have formed a relationship with each of these organizations/companies. I view them as a helpful resource, and yes, because of the value they bring and the relationship I feel I have with these organizations, I purchase from each of them (even though I know they aren't the cheapest).

But I wouldn't know about any of these programs, services, opportunities or even their products without those newsletters hitting my mailbox on a regular basis. How many sales are you losing because your customers don't know all that you have to offer?

In my next newsletter, I'll discuss why it's important to keep your newsletter educational, not promotional - yet still enlighten your audience on all you have to offer.

Do you want to get started on a newsletter but don't have the time or know-how to do it on your own? Contact me. Together, we can get one up and running for you in no time!

Thanks For Sharing, Chuck!
Last issue I discussed the Communication Break-Down Train and asked you to share what you do when communications come to a halt. I got this response from Chuck Hamilton, Executive Officer of the (great) Lehigh Valley Builders Association.

The biggest problem with electronic communication is that we eliminate all the human touches we have grown accustomed to throughout much of our life (this is assuming you are 30 or older). Electronics eliminates the advantages of observing body language and facial expressions as well as hearing tonal inflictions. When there is a communication breakdown, it is most likely caused by the lack of human interaction. Often the way we compose an electronic message is not the way we talk and this can be, at the very least, confusing to the recipient.

In my opinion, the most logical way to restore communications is to restore the human touch-at the very least, on one level. Receiving an email that may read hostile can often be resolved simply by picking up the phone and hearing a voice.

For his response, Chuck received a special gift from me - a copy of an excellent book titled "The Magic of Newsletter Marketing: The Secret to More Profits and Customers for Life" by Jim Palmer - The Newsletter Guru. Thanks for sharing, Chuck!

About Tess Wittler Writing Services � Giving Your Visions A Voice.

Since launching TWWS, Tess has built a solid reputation of helping businesses become more proactive with their overall marketing, communications, and visibility efforts. To discover how we can give your visions a voice, contact Tess today!.

Tess Wittler Writing Services 25 Logans Run, Enola PA 17025 717.773.3941

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