No matter what field or market you're in if you want to maximize profits and effectively manage your marketing budget you'd be well advised to pay attention to the 80/20 Rule.  80/20 is the golden rule of customer relationship marketing.

Simply stated; you should spend at least 80 percent of your marketing efforts (time & money) persuading customers you've already sold to once, to come back for a second helping. Only 20 percent of your marketing efforts should be spent trying to find new customers.

Studies have shown that finding new customers provides less return on your investment than marketing to old customers.

If you think about it, it makes sense that an individual who has already done business with you will do so again.  There is an implicit trust there that you have developed.  Additionally, your customers recognize that you're capable and know what you're doing.

This isn't true with prospects where you have to develop that trust and recognition from scratch. 

One of the most effective ways to develop repeat business is to provide existing customers with a newsletter. It's a very simple way to remain in contact with your customers and provide information on new products or services that you have to offer. 

Don't leave your customers in the dark.  That's a great way to lose them.  Keep them advised, tell them what's going on and you’ll retain their business for years to come. 

Your newsletter doesn't have to be all business, keep it light and entertaining.  Among other things tell them what's happening in your life.  This will enable them to relate to you individually building rapport and developing long lasting relationships.

Start with a mailing and ask for email addresses.  Email contact is obviously less expensive than printed contact, so make an effort to get email addresses at every opportunity.

Keep in mind though that emails can be deleted with the push of a button.  A printed 4-page publication is not as easy to discard.  Remember your newsletter doesn't have to be a long drawn out publication a simple postcard can do the trick.

The use of customer newsletters is a time-proven, effective way of generating repeat business and referral business as well.

If you're interested, email us at info@larkspurdata.com.  We can assist you in developing a customized newsletter suited to your needs and help you create another marketing channel for generating repeat business.