Has this ever happened to you? Your best client, the one who you love working with, tells you that they just hired a company to handle a service that you offer, one they would gladly have paid you to handle for them…IF they only knew you offered it.
How did this happen, you ask yourself. How did they not know? It’s right there on your web site in black and white…oh wait, they haven’t been to your site since you started working with them 2 years ago. What about that time you told them you were expanding your services…was it really 10 months ago? Yeah that.
Are you curious about the hidden marketing opportunity? Do you know the simple fix for this problem? Can you guess where it’s hiding?
Your signature file.
Think about it. Besides the countless meetings and conference calls, your signature file is the most consistent mode of communication linking you to your best clients. It’s your silent billboard, one that tags along with your daily correspondence. It’s the block of text people turn to when they forget your cell number.
How to Turn Your Signature File into a Marketing Tool
A very clever colleague always responds to Craig’s List ads from her business email account that includes her web site, tag line and contact information. The moms who are happily buying her gently used baby gear also learn that she helps families get organized and as a result, that email correspondence has turned into clients.
A few ideas of what to include in your signature file:
Blog Link – Share helpful tips and advice on your company blog? Remind your clients and contacts to visit it (even better, get them to subscribe to your RSS feed so they don’t miss a thing).
Latest Column – Write for other publications? Featured in a magazine or newspaper? Share the link to your latest work right there in your signature file.
Social Media Profiles – On Facebook? Twitter? Pinterest? Google+? Ask your clients and contacts to join you there.
Services List – Can you sum up your services in a single line? Write a tag line or include a short list of your top products or services. Don’t forget to highlight any new products or services!
Current Promotion – Remember that 50% off deal you launched last week? Let your best clients and contacts take advantage of it by adding it to your signature file.