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Marketing Your Retail Store In The Internet Age 7 Introduction 8 Who Should Read This Book 10 Who Are Bob And Susan Negen And Why Should You Listen To Them? 10 The Bad News 11 The Goods News 14 The New Millennium Merchant 15 The WhizBang! Marketing System: Four Steps To Higher Sales and Happier Customers 21 How To Use This Book 24 Step One: How To Get New Customers Without Going Broke 31 Five Key Concepts For Getting New Customers 32 Key Concept #1: Be Willing To Pay To Get New Customers 32 Key Concept #2: Understand the Lifetime Value of a Customer 37 Key Concept #3: Break Even on the Front End, Break the Bank on the Back End 38 Key Concept #4: Apply the ?Rule of Reciprocity? 39 Key concept #5: Leverage the Power of Affinity Marketing 41 Six Low-Tech Tactics To Get New Customers Without Going Broke 47 New Customer Tactic #1: Give Away Gift Certificates 47 New Customer Tactic #2: Send Endorsed Mailings 54 New Customer Tactic #3: Partner With A Charitable Cause 57 New Customer Tactic #4: Create A Referral System 71 New Customer Tactic #5: Engage in ?Donut Marketing? 77 New Customer Tactic #6: Generate Publicity 79 Six High-Tech Tactics To Get New customers 90 New Customer Tactic #7: Have a Great Website 91 New Customer Tactic #8: Seek Out Reciprocal Links 110 New Customer Tactic #9: Set Up Email Endorsements 113 New Customer Tactic #10: Ask Customers to ?Forward To a Friend? 115 New Customer Tactic #11: Online User Groups and Chat Rooms 118 New Customer Tactic #12: Get Good Search Engine Placement 120 Special Section: The Traditional Media 128 Why Advertising Doesn?t Usually Work for Independent Retailers And What You Can Do About It 128 Special Section: Copywriting for Retailers 140 Killer Copy: How to Write Messages That Sell 141 The Ten Commandments of Copywriting for Retailers 169 Step Two: Turn A First-Time Buyer Into A Regular Customer 170 Two Key Concepts For Turning A First-Time Buyer Into A Regular Customer 171 Key Concept #1: Lifetime Value of A Customer 171 Key Concept #2: The Big Switch 172 Three Low-Tech Tactics For Turning A First-Time Buyer Into A Regular Customer 175 Turn Them Into A Regular Customer Tactic #1: Give a Great First Experience In Your Store 176 Turn Them Into A Regular Customer Tactic #2: Ask For Their Contact Information 188 Turn Them Into A Regular Customer Tactic #3: Follow Up Immediately 191 Two High-Tech Tactics For Turning A First-Time Buyer Into A Regular Customer 196 Turn Them Into A Regular Customer Tactic #4: Have A Newsletter Sign Up On Your Website 196 Turn Them Into A Regular Customer Tactic #5: Create Automatic Welcome Emails 199 Step Three: Get Your Customers To Shop More Often 207 Three Key Concepts To Get Your Customers To Shop More Often 209 Key Concept #1: It?s Your Responsibility To Be Remembered, Not Your Customer?s Responsibility To Remember You. 209 Key Concept #2: The Secret Strategy: Become a Broader Resource 212 Four Low-Tech Tactics To Get Your Customers To Shop More Often 216 Shop More Often Tactic #1: Have LOTS of Promotions 216 Shop More Often Tactic #2: Have a Big, Bold, Preferred Customer Club 233 Shop More Often Tactic #3: Send Snail Mail 247 Shop More Often Tactic #4: Use Bag Stuffers and Bounce Backs 251 Four High-Tech Tactics To Get Your Customers To Shop More Often 253 Shop More Often Tactic #5: Manage Your Customer Database 253 Shop More Often Tactic #6: Use Email Marketing To Stay In Touch With Your Customers 260 Shop More Often Tactic #7: Make Your Website A Resource For Your Customers 284 Shop More Often Tactic #8: Use Email Campaigns To Sell Related Products 290 Step Four: Keep Your Customers For Life 293 Six Key Concepts To Keep Customers for Life 293 Key Concept #1: Keep Your Customers For As Many Years As Possible 293 Key Concept #2: Never Take Your Customers For Granted! 294 Key Concept #3: Be Constant 295 Key Concept #4: Be Consistent 295 Key Concept #5: Keep Your Approach To Your Business Fresh And Exciting 296 Key Concept #6: What?s a Customer Worth? Show Me the Money! 298 Two Terrific Tactics To Keep Customers For Life 301 Terrific Tactic #1: Build A Marketing Plan 301 Terrific Tactic #2: Track The Effectiveness Of Your Marketing Efforts 307 Terrific Tactic #3: Fight ?Perceived Indifference? Tooth And Nail? 308 Conclusion 309
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