When in the service business, keeping your clients and prospects aware of your offerings and readiness to help them is essential. Today’s technology offers you many ways to reach out to them, typically at much less expense than traditional methods. Reaching out to clients and prospects is one thing while getting your message to them successfully is something else. How effective is your approach – and do you know?
We all know how we handle most of the communications coming to us from those marketing to us – ignore, delete, glance at and so on. When it comes to our communications to clients and prospects we do not want that same treatment. So how do we ensure that our approach to these communications is working?
Based on what gets our attention, a likely approach is to provide something that will resonate with the target audience. This might be a topic the client or prospect is interested in, delivered in a format that is easy to read and understand and is short, to save time. These factors make it more likely that the reader will actually pay attention to what you have said/sent and, of course, will be branded with your firm or your name so they know where it came from. Make sure, also, that there is an easy way for the client or prospect to ask for more, if and when they want it.