(EMAILWIRE.COM, December 19, 2011 ) Goshen, MA – In a constant drive to bring in new customers, many marketers overlook a basic fact: It’s less expensive (though less glamorous) to sell to those who have already come into the fold. Improving and increasing follow-up is one of the most cost-effective, shrewd and commonly overlooked marketing moves in the traditional arsenal, according to creative marketing expert Marcia Yudkin in her book, Strategic Marketing: Insights on Setting Smart Directions for Your Business, available now for Kindle devices (http://www.amazon.com/dp/B0060YV7RA ).

“Studies show that when marketers typically give up on prospects, the customers have barely yet woken up to the idea of buying,” notes Yudkin, whose experience as an author, speaker and marketing consultant spans almost 30 years. “Likewise, marketers usually don’t make enough efforts to resell again those who just bought or who purchased a long time ago.”

Aspects of repeated contact that are discussed in her book include:

* The buyer may have specific purchasing timing in mind that doesn’t gibe with your promotions, unless you keep sending them

* It’s smart to create follow-up systems and routines so truly interested prospects don’t drift to your competition

* Staying in touch after the sale with additional related offers serves the customer as much as it’s in your own interest

* Long-term follow-up sparks more referrals

* Be careful of alienating existing customers with persistent, public incentives for new customers

* Reactivating past clients may be as simple as sending a personal, chatty note

Strategic Marketing, ISBN 978-0-9716407-2-6, is the third paperback in a series of five Marketing Insight Guides by Marcia Yudkin, who has also authored 6 Steps to Free Publicity and 10 other books. The marketing strategy book sells in paperback for $15.99 and in Kindle format for $9.99 (http://www.amazon.com/dp/B0060YV7RA ).

About the Author

Creative marketing specialist Marcia Yudkin (www.yudkin.com) is the author of Persuading People to Buy, 6 Steps to Free Publicity, Meatier Marketing Copy and 13 other books. Besides publishing a popular weekly marketing enewsletter, she runs an online mentoring program for entrepreneurs and small business owners. She lives in the woods in Western Massachusetts eight months of the year and the rest of the time on Maui.

Contact Information:
Creative Ways
Marcia Yudkin
Tel: 413-582-4052
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