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The Cost Of A New Customer

The main thing that gets people interested in direct marketing is its value as a means of acquiring new coaching clients. With the increased and ever increasing costs of doing business it is critically important for the owner of the small coaching business and for the business itself to be cost-effective in marketing.

That means that good control is exercised over the cost of getting a new coaching client. Many new coaches grow their gross at the expense of their net (ie they make have high turnover but low profits). At least partially through uncontrolled new customer acquisition cost. They can literally grow themselves right out of business.

I’ve found that the best way to develop methods that work consistently, predictably and cost-effectively in acquiring new customers is through direct mail marketing. When you develop a successful cost-effective direct mail programme you’ve got an extremely valuable asset. You’ve got a system that you can use over and over again for a long time with predictable results.

To use direct mail to effectively acquire new customers or clients you have to deal with demographics. Demographics are the statistical information about people that marketers use to select and target their prospective customers and clients.

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