Take Time to Reassess Your Marketing Program

Here are some smart tips from guerrilla marketing expert JayConrad Levinson:

• Don't just network--build relationships. Send notes topeople you've just met indicating you would like to talkagain.
• Make sure your ads answer every consumer's No. 1 question:What's in it for me?
• Give something to your best customers. Gifts work best as afollow-up to a sale or a referral, on a holiday or for thecustomer's birthday.
• Personalize your e-mail marketing messages. And add aneasy-response device, such as "To order, fill in the blanksand e-mail back."
• Are you using the best ways to reach your prospects? A letterfollowed by a phone call is best. Next best is a referral, then acold call.
• Be sure you're communicating with your customers, even whenyou're not trying to sell them anything. That's how yourbuild effective relationships.