One Clever Boomerang Technique To Reactivate Old Customers

Dear Reader,

At the beginning of my “Psychological Triggers” speech to the Charlotte Entrepreneurs Organization, I show a picture of comedian Dave Chappelle as his “crackhead” character.  A giant photo of his face with a run-from-the-police smirk, red beanie on his head, and light white powder mustache on his upper lip.

A funny picture that pulled a surprised laugh from the audience (even at the encore presentation).

You see…

Most Entrepreneurs Are Like Crackheads!

Really…let me explain.

New customers are a business owner’s crack.  We can’t get enough.  99% of the marketing messages in the world today exist to pull in new customers.  Entrepreneurs are hammered over and over that they need new customers.

Now, hark unto me!

If you are a relatively new business…you needing new customers is true.  Of course you need customers.  But if your business has been around for some time and you have old customers, you can experience serious business growth by marketing to those customers.

Think of the hurdle you had to get over to get those customers.  Which seems easier…?

Convincing strangers to do business with you…

OR

Getting customers that already bought from you to come back?

Reactivating old customers is one the quickest and most sure-fire way to make more money and increase sales and profits with lightning speed.

But how do you it?

Well…I want to tell you about a special trick called…

The Boomerang Technique

Isn’t that a great name?

The content of the message you send to the customer will drastically vary based on your business.  But the overall theme of the message needs to be, “I understand that when a boomerang is tossed correctly it will come back.”  You need to really use that line.

Anything else you say is up to you.  Apologize to the client for not keeping in contact.  Tell them how valuable they are to your business and how much you care about the cleanliness of their homes, making them look good in front of their friend, their business profits, the clothing they wear, the safety of their children and possessions, etc. (Depending on your business.)

Build that relationship back up.  Gain their trust and liking and approval.

Let’s seal the deal…

Give them an incentive to come back.

Discounts are not my thing.  I don’t like them because they literally “discount” your product or service.  Send the customer something that will make their mouth water.  You know your customers better than me, but if you think a $20 off gift certificate as an apology of a lack of contact will get them back, do it!

Sometimes just getting people in the door will do the trick.  If I were a massage therapist, I’d get the customer in the door with a free 15 minute massage and then upsell with a facial, or nail treatment, or foot massage, or all of those things.

Just get them back…get them in the door.  Your gift will spark the principal of reciprocity and they will give back unto you.

This will not fail.

Oh yea…and why is it called the boomerang technique?  Well, beside using that line I gave you…

What if you went to Wal-Mart or some other store and bought some plastic boomerangs and sent them along with the letter.  Would that get their attention?

If you did that, be sure you mention the boomerang at the opening of the letter, like so:

And then you tell them about about the offer.  Don’t forget to put a deadline – at most 14 days.  Give them 14 days to act.  (That introduces a sense of urgency.)

You see?  It’s not that hard and I just did the bulk of the work for you.  So swipe that…I hereby give you permission.

Hope you enjoyed that.  Please let me know.

Orbis non sufficit,

Justin Quick