This may mean that you have to renew the focus on your base of business, and go the extra mile to keep them happy.

Easy enough to do, so let’s get to it.

Let your existing clients know how much you appreciate their business. Keep them up-to-date on the services you provide. And, if you feel comfortable enough, ask them to refer other clients to you.

It’s well understood that the cost of finding and selling to a new prospect is many times what it costs to sell to existing customers, so make sure you’re paying close attention to what I’m layin’ down here, all right?

For example, special offers made available only to existing customers create ‘affinity’ for you as a valued supplier, much the way frequent flier programs have for the airlines (although not so much anymore –customer services counts for a lot, too.)

Limiting such offers even further –say, to customers who’ve made repeated orders within the last six months –is more likely to yield good results, too.

Keep in mind that existing and prospective clients are dealing in the same economic times and probably face the same financial insecurities as you. You might consider offering low-cost, high-quality alternatives to your usual list of goods and services.

But remember –only offer deals that allow you to still cover your costs. You’re a business, not a philanthropic organization, not a bank.

For a buck or two, you could get an “official” fan club membership card. And as a fan club member, heck, if you were lucky, you might even get a holiday card “signed” by your matinee idol or favorite singer.

(“Look, Madge! Captain Video sent ME a birthday card!”)

Today, if you join a fan club –and yes, they’re still around, doing as well as ever –most likely you use the Internet as your gateway to all types of perks. Members get invitations to private CD/DVD release parties, premium tickets to performances, “members-only” pre- or post-performance events in your area – all meant to earn and keep your loyalty.

And it works.

No less an authority than Pete Townsend recently remarked that in their peak years, fan clubs were really the way groups like The Who kept on top of the charts. Stands to reason; if you had half a million rabid fans who would buy everything you’d release the same day, you’d always be racking in the Gold albums, too.

The interesting thing about brand loyalty -and certainly, your favorite music group has your loyalty -is that research has shown us that consumers are less motivated by the products and services offered than in the social links and identities that come with buying them.

Think about it: how often have you purchased a t-shirt or some other memorabilia from a concert or performance? I would guess it wasn’t the quality of the product that motivated you to pay more than its’ worth.

(And as a working musician, let me just take this moment to thank you for buying the shirts and the bumper stickers and the bottle openers, folks. Musicians can always use the bread.)

But I digress.

We all have the same primal need for food and shelter.

And, once those needs have been met -in addition to a good Panama hat and a colorful silk shirt -we need to belong to a tribe.

You can be certain that merchandisers and advertisers count on that atavistic need to belong. A postcard Canon recently sent out to promote its Printmaster Workshop series states, “From Concept to Print, the Professional’s Choice is Canon.” I don’t know if Canon cares whether I’m a “professional” or not – but it certainly wants me to think that I am.

Along those lines, if you drink Coca-Cola, you’re part of the tribe that drinks “the real thing.”

Are you a member of a Corvette Club? The AARP? The Literary Guild? These are all examples of how merchandisers work to make us feel special –part of something bigger.

How does all of this translate to your business?

No matter what services you provide, or how big (or small) your sales volume, your continued success depends on your customers and prospects feeling good and wise about purchasing your products and services.

And that’s where your very own fan club comes into play -because the strongest asset you have in marketing your business is yourself!

So. How do you go about building your own personal fan club?

Begin with name recognition. Send out press releases and direct mail pieces (postcards, for instance) that get the word out about you, your expertise, and the services you provide. Use Twitter. Facebook. Start a blog.

Be everywhere you can. At social events, gain credibility by having friends and associates introduce you to others. Depending on your business, contact suppliers and subcontractors and “interested parties.” Let them know who you are and what you do.

And be friendly. You want people to want to do business with you. Develop some charisma (yes, it actually can be learned and we’ll tell you all about that very soon) and get your fans to recruit even more fans for you.

Keeping a fan club.

Once you’ve established a following, how do you keep it?

Aside from doing a great job and keeping your promises, here are a few things that can keep your “fans” coming back for more.

First, a professional website is mandatory. When a customer refers someone to you, that referral will most likely look for you right here on the ‘web. You want them to find you and get a sense of your professionalism. Consider setting aside a private page for customers that includes information specific to their individual projects.

You can also include links to resources and services outside your area of expertise.  Some sites provide forums where members/customers can post questions and share information. Include a way to contact you directly, whether it’s an e-mail address or phone number. (Here’s an example.)  And when contacted, respond within 48 hours. Faster, if possible. That’ll get you some big fans.

Connect with your customers via a newsletter (print or email) that’s informative and light. Include tips and links to resources and services. Talk a bit about what’s happening in your business. You might even offer special deals and incentives once in awhile. Send it out to a select list of customers and prospects. Make it something they will want to read, not delete.  Do a search for email newsletter services and you’ll get some good ideas.

One of the best things you can do for customers is host an open house. Find an opportunity to invite your best customers and prospects for a behind-the-scenes look at what you do. They’ll have a chance to meet one another and will leave feeling that much more “in the know.”

Remember, whether you’re shooting senior photos, running a taxi service, writing ads and brochures, selling vitamins or used appliances, people aren’t really buying the equipment you use to do your job, nor are they buying your wall full of diplomas, certifications and awards, nor are they buying your umpteen years of college or trade school.

They’re buying you.

And at that moment of truth…that moment when the pen hits the check, the credit card or those crisp dollar bills pass into your hands, they’re one of your biggest fans ever!

Lots of great info here!

Nielsen on Social Media - 2011. Great read and it’s free.