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In the A-Z of Marketing what do L & M stand for?
Hi <<First Name>>,
For the last couple of months I’ve had a lot of people unsubscribe to Scribbles. I’m not taking it personally! I think that all the noise about GDPR has made people braver about removing themselves from mailing lists and that’s fine. Rather than a huge list full of people who will never buy from you, what you really need is a more targeted list of people who actually read what you send.
So if you’re still here and still reading Scribbles, thank you and I hope that you enjoy this issue!
 Best wishes,
Chantal
Chantal@Appletreeuk.com
01635 578 500
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In the A-Z of Marketing L & M are for …
L is for Listening
 How can ‘listening’ be a marketing tool, I hear you cry! Listen to what I have to say and I’ll tell you why this is one of the most forgotten marketing tools, that is also one of the most powerful ones that you can use.
Find out here how listening can help you find prospects within just a few minutes at the next networking meeting that you go to.
M is for Measurement
 If you’ve been to any of my workshops, listened to any of my webinars or read my book, Magnetic Marketing, then you’ll know that there are two secrets to really effective marketing. The first secret is that ad hoc marketing does not work – more of that in another newsletter. The second secret is that for your marketing to really work, you need to do more of what works and less of what doesn’t. And the only way to know which of your marketing activities are working and which aren’t, is by measuring them.
Do you know which of your marketing tools are working and which aren’t? Click here to find out why measurement is so important.
Next month’s issue of Scribbles in for N and O ... suggestions for marketing tactics and animals on a postcard please!
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Leave a Message
 When I was 15 I started a Saturday job in my local bookshop, the White Horse Bookshop – a shop that first opened in 1943 and is still open.
Aside from stacking shelves, serving customers and tidying the shop after the usual flurry of kids on Saturdays, one of my jobs was calling customers who had ordered books. Every Saturday afternoon I would work through a pile of cards, calling each customer to let them know that their book had arrived and was ready for them to collect. On each card I would write the outcome of the call. If I spoke to the customer, I would put the card into the book on the ‘ready to collect’ shelf. If there was no reply, I wrote NR; if there was an answer phone I would always leave a polite message and write LM on the card. The NR and LM cards would stay on the ‘call again next week’ pile. I would keep calling until I was able to speak to the customer – or until they came into the shop anyway. (All this happened in the mid-80s, by the way, when no one had mobile phones and landlines where the only way to keep in touch with customers.)
How often do you call your clients? Do you leave messages for them, or do you refuse to speak to their answer phones? If you can’t get hold of a client, do you resort to texting them or sending them a WhatsApp or Facebook message, in the hope that they’re online? Back in the olden days (i.e. the 1980s when I first started learning about customer service) the technology was simpler and we didn’t have so many options for contacting customers. Good old fashioned phone conversations are always far more powerful than trying to get your message across on the screen of a smart phone. Try calling a few clients this week and see what happens!
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