I’m halfway through Guerrilla Marketing Excellence by Jay Conrad Levinson. It was published in 1993, but it is a must-read for any career marketer.
I really like his emphasis on treating the customer right. In fact, he takes it further by saying that we should revere our customers in one of his rules…
Rule #6: Consistently display your reverence for your customers by trying to help them with consistent follow-up.
According to Levinson, customer reverence has to…
…do what you can to improve the lives of these people: with valuable advice, reduced prices, and reviews of new products and services. The only way to do this is by staying in touch.
He gives (along with every rule in his book) a bunch of ideas on how we can show our reverence to the customer.
What peeked my interest was his “Fact of Interest Postcards” example.
A fact-of-interest postcard is anything that
Give data that can help your customer, without trying to sell anything. Keep it brief, and customers will actually look forward to your mailings — a dream world for most, but the standard situation for guerrillas.
Back then it was literally postcards in the mailbox.
Modern analogues are RSS feeds, emailers, Facebook and Twitter updates, and SMSes.
If you think about it, a fact-of-interest postcard is a brilliant content format for time-starved folks with uber-short attention spans e.g. our cyber-savvy generation.
Today’s Fact of Interest Postcards
Brainmail is run by Richard Watson who consults on trends in businesses and translating trends into specific ideas. He offers a free monthly newsletter (in plain txt) with bite-sized blurbs of that month’s trends. Subscription is entirely free.
A blurb looks like…
The New Formality
Is this just fashion or something more significant?Apparently there’s rising demand for wet shaves. Traditional barbershops are booming in London and New York as men move away from unisex salons offering the slouchy and scruffy look. Why could this be so? Some observers cite the TV series Mad Men. An alternative explanation might be the economic climate. A desire for authenticity, tradition and sensual pleasure might have something to do with it too.
Ref: The Observer (UK)
How is it a fact of interest postcard?
The newsletter appears in subscriber’s mailboxes – reminding customers that Watson’s the man for trends. The blurbs don’t sell anything. In fact, it’s pitched as research material on trends about anything out there. A valuable tool for time-starved folk who need to know what’s happening now.
Brainmail is short, informative, doesn’t sell anything, keeps Watson in touch with his customers, and his subscribers probably look forward to every monthly mailing (I know I do!).
Would you use fact of interest postcards to display customer reverence?
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Credits: Featured image from Arlette