The funny thing is; or perhaps I should say sadly, most marketing activity is highly... incorrectly... focused.

In my simple world, you have two marketing targets. They are:

1. Those that know you and or are clients
2. Those that don't know you.

Read also: Debbie Mayo-Smith: Why business newsletters fail


We all spend time and money on a cornucopia of marketing activities to the more difficult target, number two. People who haven't done business with you yet.

Advertising traditionally as well as the internet with Facebook ads as well as banner ads. Heaps of work on social media getting those new connections and likes and retweets. Having a website that is optimized for search engine ranking. Your staff networking; joining associations; sending out direct mail. And of course a combination of above.

Good on you for getting off your tush and doing something about developing new business. Bravo, Sincerely.

I hope that you have a strategy in place that will ensure all this time, energy and money will pay off in the future if those you are finding from this marketing aren't ready to do business with you now.

However (you knew that was coming, didn't you) putting all your eggs (time, money, effort) in the hopeful basket, marketing to the people who haven't heard of you is imprudent, as well as wasteful because you're neglecting one of your most valuable business assets. Your existing customers and the good prospects that know you already.

What is your marketing strategy to keep in touch with these valuable resources, be they clients or prospects? Do you have a marketing newsletter that is content rich? Yes, I know content is the buzz word of today. Your newsletter must have added value or you won't keep people subscribed or engaged. I can hear you thinking - "yeah, yeah, yeah, I know that Debbie". But - how wide is the gulf between what you know you should do and what you actually are doing?

Here's a tiny vignette in support. Let me tell you a tiny story. Several weeks ago I got a phone call on Friday afternoon at 5:15. It was Robert, the Managing Director. He said "Debbie, I just read your latest newsletter. We've got to talk. When can you come in?

Now I haven't spoken to Robert in well over four years - in person or on the phone that is. But I have been personally "talking" to him via email at least once a month since the last time we met. He wasn't ready for our services then, and it has taken 48 months.


But how easy was it to stay in contact with him? With personalisation software, a newsletter that keeps readers interested and thus subscribed, you can be as personal as your database information enables you to be. No matter how large your mailing list is. You can turn the people that know you into prospects and then to clients. You'll move existing clients well up that loyalty ladder.