Only one newsletter in May? Well, either I'm a slacker, or I'm
really busy! I'd prefer the latter...

Getting Testimonies
I've read many places that testimonies are a great thing to have on
your website. An entire page dedicated to testimonies is not
unusual, and could be one of your most-read pages.

Potential customers like to read 'other peoples' views, comments and
praise about a product or service they are considering. Customers
like to hear about success, and your business is, of course,
successful!

So, how do you get genuine testimonies? If you are going out of
your way to provide good service, you'd like to hear about it, and
you'd like to be able to tell others, through proxy, that you are
bustin' your butt to provide the best customer support you can!

One way to get testimonies is simply to ask. Most likely you have a
list of email addresses of current clients. While the spam laws
restrict you from writing to potential customers in ways that
advertise (unsolicited) products or services, if you have a list
that was procured by legit means, one simple email or business
letter asking for a testimony won't hurt.

Asking for a testimony can be done in several ways. Depending on
how you want to portray your business, you can try a few different
ways. Some businesses may prefer a casual email asking for a
reply. Other businesses may prefer adding a link to a survey
online. Others may opt for a more personalized 'snail-mail' to each
customer. If you aren't sure which to do, try one and measure your
feedback. If you get none, try a different one next time.

Another way to get testimonies is to provide a special customer
forum on your website. (If you are hosting with us, you have a FREE
forum avilable in your control panel!) Forums provide a place for
your customers to interact with your sales force, customer support
team, and more. Every forum should also have a place for customers
to post their comments, unsolicited, about your products or
services. If you provide great customer support, you'd be surprised
how many customers will sing your praises in online forums.

Finally, a great way to get a testimony is by bribery. Yep,
bribery. Offer a discount on a future purchase in exchange for a
customer's opinion or feedback. Offer a free gadget, e-book, or
other item. Offering a small bribe may be just what you're looking
for.

Lighthouse Technologies offers custom feedback forms, surveys, forum
installation and setup, and other services for your website. Get in
touch with us today by writing to sales@...
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Keeping Customers
On the Web, customer retention is a difficult thing to pull off.
Some businesses have customers that purchase once and never again.
That lack of customer retention may be from several things; maybe
they were just looking for a sale, and you had it, or maybe you
provide a one-time service.

So, what are some good ways to keep customers coming back?

It all starts with the initial sale. You should be gathering a few
things, with their permission of course. Customer mailing addresses
and emails are vitally important to your business. If you're really
good, a history of their purchases and buying patterns can offer
insight to what products to offer them in the future.

After the purchase, a follow-up letter about two weeks or so later
is a great idea. That may be a good time to ask for feedback.
Giving them a good reason to re-visit your website couldn't hurt
(insert bribe here!).

Other ideas include Christmas (or Holiday) cards for customers that
you've had over the past year, a birthday card (for your business'
birthday) with a special offer, and then of course there's the
simple personal letter explaining your new offers.

Email addresses come with the additional concern of spam. You
definitely don't want to send out ads to customers without their
permission. Offering an online newsletter or other subscription is
a great way to have the customers opt-in. Without being
overbearing, you can then present your business to them a few times
a month.

Other concerns include spam filters, which can zap and delete your
newsletter. I've found some great tips for avoiding this pitfall at
http://www.wilsonweb.com/wmt8/spamfilter_avoidance.htm

Lastly, there's always the telephone. While I personally hate cold
and warm calling, sometimes it is necessary. A phone call just to
check on your customer and mention a few new products or other sales
may be what you need to boost your bottom line. As with spam laws,
be careful of no-call lists and laws, too!

Need help setting up a newsletter signup page? Want us to help you
collect data from your customers? Contact us today for a FREE price
quote. sales@...
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Thanks for reading, see you in June!
Will Hanke
Lighthouse Technologies
www.techlh.com