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Marketing From The Heart: Issue # 14
http://www.zerald.com
By Tom St. Louis
"The Shortest Distance Between You And Greater
Profits(TM)"
March 6, 2002
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Today's Tip: Working Your Dream List

Today's tip is all action, so let's get right down to it.
Do you know about the Pereto Principle? It shows that
80% of your results come from 20% of your efforts.

Here's how to make money with that insight.
Take out last year's invoices. Pick out the five or
ten that give you a feeling of great joy: you liked
them and they liked you; they paid on time, didn't
quibble about your fees -- and they referred! That's
a good customer. Now buy or compile a list of
prospects who closely match your dream clients.

Next, calculate what it would mean to you to serve
only customers just like that. This will motivate
you for what you have to do to get them. But
what could be more important?

Now, create a monthly communication plan for that
group. Devote a year to educating them about your
market. Show them the importance of what you do.

After they have received five or six missives from
you, you will start to "exist" for them.

Mix together letters, post cards, phone calls, faxes,
surveys, invitations to attend special events.

Show a list of 50 of your dream clients to your best
clients. There's a very good chance - since "birds of
a feather flock together" - that your best clients
will know some of these people and will be willing
to refer you.

Take your time, do it right, and within a year to
eighteen months, you'll have all the perfect clients
you can handle

Go to Issue # 15

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"In addition to my business quadrupling, the creative
energy that you bring to every conversation feeds my
imagination and turns random thoughts into money
making ideas. I look forward to working with you
again. Thanks!" - Anne Desoniers, President
Provus Managed Healthcare, Tampa, FL
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