Hyperlocal Insurance Policy

Two months ago I attended Dan Kennedy’s 2011 Marketing Info Summit
in Atlanta Georgia. At the summit Dan Kennedy went into great
detail and depth of how to value, keep and capture clientele.

He basically said, “He who is willing to pay the most to capture, keep, and tend to clients – WINS”.

Now with this in mind you can reflect back on my last email
in which I shared with you that I had just lost one of my long term
advertisers in the LocalsGuide newspaper.

The client was only a small hair salon, but the kicker was that they had
paid me more than $10,000 USD in the course of five years.

Of course not knowing what I know now, I had paid hardly any
attention to this account, it was simply on autopilot. They paid every month
and I ran their advertisement.

Unfortunately I never went out of my way to send a thank you card
and I certainaly had no idea that the fifteen minutes that I had to spend to
originally win the advertisment would ever amount to what it did. (Now I Will)

Well, It’s nearly christmas eve and I headed down town today
to do some good old local shopping.

After picking up a few gifts and spending a good chunk of change the
thought crossed my mind that I should plan to spend at least $20 with
all of my clients over the course of 2012.

That’s about 60 solid advertisers, and would roughly amount to $1200 USD yearly.

This is possible and not only possible but when you do the math
and realize that of these 60 individuals, each one will
individually pay more than $1000 USD over the course
of that year it suddenly starts to look like a very good investment.

Let’s call it the Hyperlocal Insurance Policy! – SPEND MONEY LOCALLY