LISBOM
Long Island Small Business Owner Magazine
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Just a Thought
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NETWORKING AND EVENTS
ON LONG ISLAND
DEAR LAURINDA
A Weekly Advice Column for the Small Business Owner by Laurinda Handlik of NY Introductions. Send your letter via email to LH@iradiousa.com
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Incidentally, the letters I write are not formal masterpieces. Often, they aren't even typed. Sometimes, they are just a few lines I jot down on a postcard.
For example, I send out over 300 birthday cards a year -- including one to each of my clients. People like getting remembered on their birthdays and will often call be back, after they get their birthday greeting, to thank me. This works for me, and it will work for you.
I read a great deal, but even if I didn't, I would make sure that I at least read the local paper. A travel agent thus could read about clients (past, present, and even future) who have good things happen to them; for example, the birth of a baby or a job promotion. When you see such notices, clip them out and send them to your client with a handwritten note to the following effect: "Thought you'd like another copy of the attached for your scrapbook. Lots of luck." Make sure you also sign the note, as well as include your business card.
Or try this other suggestion that works for me: Be on the lookout for other items of interest for your clients. If you know that they like fishing, then clip out of some magazine an article about fishing that you think they might like to see. Or if you feel this article might be helpful, make a copy and send your client the original. (You, of course, will want to save the copy.) In addition, if I see a cartoon that I think clients might find amusing, I send or fax them a copy.
I'm often asked to give my opinion about newsletters. They can be acceptable, but what I'm suggesting is even better. In effect, you're creating a personalized newsletter for your clients. You care about them, and it shows. Your cost will be minimal in comparison to your return.
3: Give out your business card to four new people your meet.
Most small business owners I encounter have business cards, but what I find amazing is that they don't always have them in their possession. (I'm often told, "it is in the car" or another such place.) Starting today, carry your business cards with you at all times. Regardless of where you carry them, though, let me make a suggestion: Carry several in your wallet. What I do is to put an old one in both front and back of several new ones, so that the new ones always look fresh.
It is not enough just to carry your cards. You must give them out. Next time you go out to a restaurant, tip the waiter or waitress a generous amount, then clip your tip to your card with a brief note that might read as follows: "Enjoyed your service. By the way, if you're ever in need of a (fill in your type of business), give me a call."
Every time you take a bus or fly a plane, give your business card out to all you meet. Leave it in motel and hotel rooms. Some dry cleaners and office supply stores have racks to display business cards. Make sure your card is in such racks. And check them to make sure they are not in need of a refill. I like the one salesperson who uses his card as confetti at football games. It doesn't matter which team scores. What counts is that all those nearby will know that the salesperson was at the game.
Lastly, don't forget to use the back of your business cards. You can do this in either two ways. One approach is to give out your card, then just before it is accepted, ask for it back so you also can include your home number (on the back) just in case the person needs to reach you in an emergency.
Many clients tend to be impressed by this. Another approach, the one I use, is to use the back of my card for other useful information. It could be the guarantee that you offer. Or in my case, I include several important phone numbers including those of Bill Clinton, Boris Yeltsin, and Blaine Greenfield.
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Dear Laurinda,
You are going to think I live in a bubble, but I really don't know that much about Social Media. What is your recommendation to someone just getting started?
Help me
Dear Help,
Believe it or not many are intimidated by Facebook, My Space, Twitter and the like of thereof. The question is what exactly are you using Social Media for. Personal? Business? A little of both. What is your computer literacy level? I suggest you seek some free local courses at your local library or community college. There are some great courses available free online as well. Good luck!
Laurinda
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