Chapter 20
Making a Direct Connection
In This Chapter
◆ Understanding the power of direct mail
◆ Taming the fear of telemarketing
◆ Embracing e-mail marketing
◆ Learning the art of gift-giving
◆ Boosting your business with the client-retention cycle
We’ve said it before and we’ll say it again: 80 percent of most small business’s profits come from 20 percent of their customers. It’s essential to keep that 20 percent happy, and to give them a reason to keep coming back to you.
It is impossible to overstate the importance of relationships in business today. More than ever, customers want to do business with organizations they feel a personal connection with.
If you are going to have a personal connection with someone, you need to communicate with that ...

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