Marketing Hotsheet: Office Marketing
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The latest issue of Marketing Hotsheet was published today. Because I don’t have much time to write or polish a blog post today, I’ll publish one of the marketing case studies from the latest issue:
Office Marketing
Dan Kennedy is one of the most famous marketing consultants. One day, an accountant came to him for advice. And Dan Kennedy shared his office environment tactic with the accountant.
Dan Kennedy first asked the accountant to define what he wanted his clients who visited his office to do. The accountant listed 3 things:
1. Learn how to get well organized financially
2. Learn how to work with the accountant to stay that way
3. Refer more clients to him
Kennedy than asked the accountant to make sure that everything in his office and waiting room led to one of those 3 things.
- The accountant replaced magazines in the waiting room with educational literature
- He replaced the soothing background music with a looping video on financial and estate planning
- And he removed the colourful paintings from the walls and replaced them with relevant posters and signs a_” one of which asked for referrals!
The accountant did nothing else except change his office environment. And the results were phenomenal. His revenue per client increased by a whooping 30%! And the accountant also doubled his client base because of referrals within a year!
Action Summary:
- Define what you want your clients to do. Then make sure everything in your office and on your website and in your sales pieces points towards those things.
- Replace magazines and music in your waiting room with educational literature and videos.
- Make sure you remind your current clients to refer their friends to you.
- If you run a business and are interested in attracting more clients, then head over to MarketingHotsheet.com and subscribe.
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Just saw that marketinghotsheet.com is not in blog format. When do you suggest we use websites instead of blogs?
Posted 20 Jul 2007 #
Jamie: Thanks for asking a good question. MarketingHotsheet.com is a old site. Started atleast 3 years ago. I wasn’t too big on blogging then.
But its my personal opinion that if that website was in blog format, it would more than double the number of subscribers I have. It would also increase the amount of time I have to spend on it by 3-4 hours a week - but I think that would be worth it.
MarketingHotsheet.com is one of my sites that I am wrapping up. I will be publishing the Hotsheets for only one more year. So am not spending a lot of time on changing it to a blog format…
Posted 21 Jul 2007 #