Happy Groundhog Day

Studies show that it costs from four to TEN TIMES MORE to create a new client than it does to sell again to an existing client.  

Yet one look at most marketing plans quickly reveals that companies spend most of their time, money and effort to make new customers!

The key to long term profits is in the repeat, or "backend"sales we make to existing clients. 

No money need be spent to find, capture and convince these people because they already like and trust us!

And when people like and trust you the odds of them buying on your recommendation are much higher than if they don't know you.

Simple really. We buy from those we trust.

But how do we cause clients to buy from us again and again without falling into the "new launch of the week" syndrome where we are always pitching for them to buy?

How can we use the Internet to build relationship and deepen trust?

One key is to stay in touch with customers (and prospects) without seeming to constantly pitch your product or service.

Staying in touch often, and sharing high-quality original content that you work hard to create is by far the #1 way to give value to your customers and prospective customers.

When customers, and potential customers, feel that we only contact them when we want something (the sale) they get turned off.

They actually begin to pre-judge our message before even opening the email or letter. "Oh him again. What does he want me to buy now?"

This is not what we want. What we want is to be helpful, honest, engaging and yes, to sell things too.

So how can you do that?

It involves automating your marketing, planning ahead ... and maybe a groundhog!

Here's how to do it:

1.  Pick an odd holiday on which to contact your customer.

Know them and what they need

If possible, make it something that relates in some way to them or their country.

Don't know that much about them?

Now is the time to learn! Use a survey to discover their most immediate need, then find a way to meet that need.

Doing this creates goodwill because you are asking and not just pitching.

Make it local

If you use a professional autoresponder,  you can actually schedule a broadcast that will go only to people in a selected country.

So if you are in the U.S. like I am but want to honor your friends in Australia you can do that!

Be different

Did you know that there is a Duck-Billed Platypus Day?

Imagine the fun you could have with that one!

You can be sure almost no one else will be contacting your customer or prospects to celebrate Duck Billed Platypus Day!

During Christmas and other major holidays EVERYONE and their cousin sends a client a message. Half the messages don't even get looked at, much less acknowledged.

Why not stand out from the crowd by picking an offbeat holiday?

You might be the only one who sends a gift or a note and you will get noticed. Now that's positioning at it's best!

Here's a link that lists holidays by country.

Here is one that lists odd holidays that are celebrated more by tradition than by decree.

Lots of great (and fun!) possibilities for contacts on this one.

2. Create a message that reflects the holiday.

If you send a card try to avoid sending one of those "fits any occasions" cards. If need be, fire up the computer and make one yourself.

There are some great online resources for this now. 

Hallmark has lots of looks to choose from.

An innovative company called Send Out Cards can actually send cards with your signature, a personalized note from you and much more. They can even send brownies!

Another option is to write an article and post it to your blog.

If you can share from your experience on a holiday (or any day) and that helps others then you are cementing your future success. 

True success comes from sharing. 

True success comes from sharing!

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If you do nothing more than send an email that mentions the odd holiday and helps your customer laugh a little you will have done more than 99% of your competitors.

Staying in touch is always appreciated.

The ideas are almost endless.

3. Write a short background piece on the day you are celebrating.

If you send a gift write a short message about the holiday and include it with the gift.  People love trivia and most people enjoy learning little known facts.

Writing the note yourself adds a personal touch that no computer generated card, or even the mighty Hallmark, can touch.

While this is not practical for most online businesses if you want to really stand out, and if you can afford to send a gift, you will be remembered.

4. Schedule your message to arrive the morning of the holiday.

If you send an email schedule it for early on the morning of the holiday.

One of the wonderful things about autoresponders is that you can actually schedule these broadcasts literally a year in advance.

In less than one afternoon you could sit down with an odd holiday calendar and program in short "did you know" messages for the entire year!

If you blog you could do the same thing with short posts.

Combine the two and now you've got a very real way to automate your marketing and create time freedom.

5. Don't try to sell them something on that day

Remember that this contact is about them and about how much you appreciate their business. This is relationship building, not direct selling.

I call it Public Relations with a purpose.

If you use odd holidays to make contact and build good will not only will you make more money by keeping clients happy, but you will garner referrals as well.

And you will stand out from the crowd.

When that starts to happen, your biggest problem will become finding more holidays to celebrate!

Charlie Page Signature

Charlie Page

Happily married for 43 years, Charlie is the dad to two wonderful daughters. He is the author of 12 books on Internet marketing and creator of over 15 membership sites. You can see all Charlie offers using this link Click Here

  • […] Use odd holidays to surprise readers. One of my more popular articles is about Groundhog day and follows this “surprise readers” model. No one expected me to write about Groundhog day. You can read that article here. […]

  • Mark Mansfield says:

    Hi Charlie, how do you come up with these things? I’d never think of “Wacky” holidays as a way of helping clients in a fun way!
    What a great article.
    Thanks. Mark M -:)

  • That is awesomely cute. Thanks.
    God bless

  • earl says:

    Thanks Charlie. I love the personal touch you give to your audience, and the sincerity you project to us.

  • mike dashiell says:

    There you go again with another very good honest article that I always learn from. I really love your work ethics and hope it is rubbing off on me so I can pass it on to my customers and make my blog and business better and better. Hope your health is getting better, for golf`s sake and everything else! Thanks, Charlie!

    • Charlie Page says:

      Feeling much better now Mike, thanks for asking. I’m happy you like the article and appreciate you taking time to comment.

  • Paul Warner says:

    Well considering today is my birthday this post you did does have special meaning, and it is well written with terrific ideas in keeping the people on your list feeling special that they have subscribed to you. I see a lot of marketers who have a new deal for you to spend money on every single day and I hate them, because it tells me they don’t give a damn about me, just when am I going to spend money with them. I get rid of them damn fast, even at the expense of probably walking away from worthwhile products. I think the more you can make a person on your subscriber list feel like part of the family the better. Very good post so thank you Charlie.

    • Charlie Page says:

      Thanks Paul. I agree that excessive pitching to a list is bad form. Nothing wrong with making offers but there must be balance. I teach what I call the “breathing method” at Follow Up Selling Systems – no more than one offer per educational message and preferably a 3 or 5 to 1 ratio of teaching to selling.

  • Fred Thornton says:

    Charlie, another great article! I truly enjoy your articles, as your writing style is as if a personal friend is sharing information with only me. Keep up the good work, and I’ll look forward to your next post.

  • Randy says:

    Once again great stuff!

  • LeRoy Lennander says:

    Thanks Charlie
    I sure do like your posts always good information. Everyone likes a Free usefull gift

    I just joined DOE 2 days ago and just getting started. Looking for good things


  • Rebecca Hadley says:

    Thank you Charlie, I love to read all your articles. They have helped me with my business.

  • Richard Flynn says:

    Thanks Charlie, as always words of wisdom, some times its the little things that make the most difference.

  • Alfred says:

    Charlie have very limmited time for my computer because of my brick and mortar business but when I do it is spent on your advice, which is all up front and very useful.
    Thanks Charlie for everything you send.

  • Tim Pond says:

    “Public relationships with a Purpose”.
    Awesome advice once more Charlie!
    Adding a personal touch in your swipes is always a great way to connect with your subscribers.
    Happy Groundhog Day!

  • Fred says:

    Charlie, as usual you hit the nail right on the head! Too many times we forget that the people on our mailing list is just that – PEOPLE. Sometimes we should acknowledge them as such.

  • Frank Carney says:

    Charlie; You’re always taking your own advice; hitting it out of the park. You got a lot a’ class.



  • Seng Sotharith says:

    Hello Charlie,

    Thank you very much for these tips. I am learning from them.

    Seng Sotharith

  • Jay says:

    Excellent Blog post! I book marked quite a few links from this post. Very informative and unique. Thank you.

  • Forex Trading Software says:

    This is another inspiring article from the desk of Charlie Page 🙂

    I enjoy reading your posts. They are interesting and thought-provoking. It is very tempting to always have something on offer when sending out a message, and it really is a good idea not to do this all the time, for the very reasons that you point out.

    Have a great weekend and a very happy groundhog day.

  • Derrick Bolden says:

    Words of wisdom as always….Thanks Charlie!!! God Bless!!!

  • Roger Bell says:

    Charlie, As usual you continue to amaze me with your awesome ways to help us promote our business. It seems like we try to over complicate things and over look some simple ways to get our message out to people. This message is yet another reason I always open my emails from you before others. Thanks again for all you do for us.

  • Carl McQueen says:

    Just what I needed- A great idea to use for building relationships! Love reading your emails.

  • cecil jackson says:

    Thanks for the advice Charlie as always it was a great artical.

  • Thanks Charlie – that’s a great thought and genuine, which is very you. As always very encouraging. Simon.

  • How To Play Guitar says:

    Thanks for the ideas super informational.. on my way to aweber right now.

  • Amanda @ Amanda & Millie Designs says:

    Great article and so true. Thanks for the resources. I’ve lots of ideas for how to utilise them and tie them into my niche, digiscrapping:)

  • Hi Charlie : Thank you for the excellent Groundhog day information.When trying to promote a product to your customer, you need all the information available.

  • robert a. barentt says:


    • Charlie Page says:

      It’s super easy to start a blog. I would recommend using Blogger or TypePad. Of the two I like TypePad better. It’s what Seth Godin uses and his blog is very highly rated. I used Typepad for years and wish a little that I had not quit, although I am happy with my blog now.

  • Shirley F says:

    Charlie good advice I have learned so from you. I hope to work with for a long time and to get more
    knowledge every day..

  • Karin Raie says:

    Good advice and excellent presentation. I like. All is so clearly explained. Thank you.

  • Billy says:

    Hello Charlie,

    Can I get a miniture charlie to help me during the day.
    Place hime on my lap top while I struggle(..)

    Billy S|

  • margaret says:

    hi charlie: i was looking over your holiday schedule on the internet, and i like the way you have it set up for america, but not for canada. i’m from canada and i would like to see all the odd holidays for there toonot just all the imporant ones that everyone already knowes about. margaret

    • Charlie Page says:


      The first link I shared for holidays is to Wikipedia which lists all the holidays by country. Here is a link that might help you find them for Canada.

  • Bradley Tomkins says:

    Charlie, I agree with you and I always like it when you send out these holiday themed emails. The personal touch is appreciated. I like to build a relationship with my list on http://www.bradleytomkins.com too and even invite them to email me direct for answers to their internet business questions.
    What ratio do you generally work to with regard to value:sales emails?
    Keep up the good work.
    Dr Brad.

    • Charlie Page says:


      I don’t really try to achieve a ratio but if a post fits one of my products I will include an ad at the bottom of the post. I usually make these soft so I’m not screaming “buy my product” and they work very well in the blog format. You can see an example at the bottom of my post about Headline Blueprints. Here’s the link. http://charliepage.com/10-headline-blueprints That ad received over 400 clicks on the first day even though it’s subtle and I never mentioned it in the post.

      Hope this helps.


  • steve says:

    Good one, Charlie! It’s true, your articles always have some take-away value.

  • Michael says:

    Lots of good advice and useful content

  • Ron Williams says:

    Excellent advice Charlie! I love reading your articles.I always learn something.

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