This week, I focused on an extremely important task - following up with buyers and soliciting feedback.

I prepared a list of all of my recent buyers (for both The Web Traffic Bible and the Secrets Revealed! electronic product). Then I imported these mailing lists into Aureate Group Mail (if you don't know about this product yet, please check it out at      http://webtrafficprofits.com/software/group-mail-review.htm)

Next, I composed a brief, personalized letter to thank my customers for their purchases, and to invite them to give me feedback on the products:

• Did they find them useful? Were the insights, techniques, and unique contributions from me worthwhile and helpful in making a difference in their online business ventures?

• Were there areas that could use improvement, more coverage, or clarification? Did I miss a crucial topic or point?

I am always gratified by this process. I get plenty of responses from people taking time out of their busy day to share their thoughts and experiences with me. Naturally, like everything I do, there are multiple benefits in this process for everyone involved:

1. My satisfied customers often give me real gems of appreciation that I can use on my testimonials page (see http://WebTrafficProfits.com/testimonials.htm for examples). It is hard to estimate the value of sincere and voluminous testimonials. Suffice to say that it is huge. Many potential customers will never overcome trepidation about trusting you or your products unless they can see for themselves that large numbers of other people have gone before them and validated the product. Take EVERY opportunity to solicit testimonials and put them up on your website.

2. Sometimes a reader doesn't "get" something I explained in my book or on the website. Rather than let a customer remain unsatisfied, this follow-up communication provides an opportunity to uncover those issues and resolve them. I received two email responses like that from this mailing, and now the customers are very happy with the value-added information I sent them via email to clarify and extend upon my earlier writing.

3. More than once readers have written back to let me know of potential holes in my material. When they do, I research the missing information and send them a detailed email back covering the new topic. Then I squirrel that information away for the Second Edition. You can never be too thorough. And no matter how much you cover, there will always be more that you can add. Information is fractal in nature - the closer you zoom in on it, the more detail emerges. This process is infinite. Let your best customers tell you where to zoom in, so that your time and energy is spent to the best advantage of both parties.

4. The comments and feedback I receive back often suggest to me new products that would be useful to develop and offer to my existing clients. Remember that a satisfied existing client is far easier to sell to again than a new client with whom you have no relationship yet. If your existing customers are sending in feedback that consistently mentions a need that is unfulfilled, then you should see a golden opportunity and develop a product to fill that need.

5. Follow-up communication of this nature is an outstanding opportunity to reward your customers with a Special Offer or a freebie. Make a special package of goods and services and offer it to them at a reduced price to reward them for participating in your feedback survey. Or give them something free just to say thanks - going above and beyond what is expected of you will pay off later, when it comes time to offer your new products to your existing client base.

6. Finally, research shows that a follow-up message like this can do wonders to reduce returns. For many reasons, buyers often experience something called "buyer's remorse". Professional, courteous, and helpful follow-up communication often works to reinforce the original good feelings a client experienced that encouraged him or her to make the purchase in the first place. Reducing your returns by 50-75% an make a substantial difference in your profitability, and keeping those customers as satisfied ones will no doubt increase future sales to them as well.

(In my three years of selling information products on the Internet, I have only had ONE customer send a product back and ask for a refund. That kind of success is absolutely unheard of in what amounts to a direct marketing venue.)

As in all things Internet Marketing related, there are tools that can help you get this job done easier. I have recently reviewed three in my newsletter. You can read the back issue at:      http://webtrafficprofits.com/wtpzine111499.htm

Want to improve your relationship with your existing customers, get golden nuggets of testimonial commentary, develop new product ideas and material, increase sales, and reduce the return rate on your existing sales? Then get busy developing a follow-up campaign to let them know just how attentive and caring you are!

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