101 ways to help a potential customer in writing

Do your communications give value or just ask ask for things?

Are most of your interactions with potential customers these days in writing? Relationship marketing is about providing support and building trust. This is still true when your relationship is conducted by writing. When communicating with potential customers in writing, are you giving them value or just asking for things?

What can you give in writing that helps a potential customer? They don’t even have to cost a thing to give, but can still have value to the customer. How about:

See also:
Influencing the RFP
  1. Explanations
  2. Comparisons
  3. Descriptions
  4. Requirements
  5. Criteria
  6. Processes and procedures
  7. Reviews
  8. Examples
  9. Templates
  10. Case studies
  11. Terms and conditions
  12. Estimates
  13. Specifications
  14. Summaries
  15. Answers
  16. Questions to ask
  17. References
  18. Referrals
  19. Instructions
  20. Preferences
  21. Perspective
  22. Guidance
  23. Training
  24. Facts or data
  25. Pictures, illustrations, or graphics
  26. Associations
  27. Contract clauses or language
  28. Schedules
  29. Allocations
  30. Considerations
  31. Amounts
  32. Alternatives
  33. Durations
  34. Deadlines
  35. Inspiration
  36. Events
  37. Trends
  38. Contingencies
  39. Things to anticipate
  40. Confirmation
  41. Congratulations
  42. Recognition
  43. Substantiation
  44. Plans
  45. Forms
  46. Checklists
  47. Suggestions
  48. Organization
  49. Ranges, limits, starting and ending points
  50. Best practices
  51. A reason to smile
  52. Clarification
  53. Direction
  54. Targets
  55. Models
  56. Assessments
  57. Risk identification
  58. Risk avoidance
  59. Risk mitigation
  60. Research
  61. Rules
  62. Regulations
  63. Loopholes
  64. Precedence
  65. Exceptions
  66. Inclusions
  67. Exclusions
  68. Compliance
  69. Options
  70. Background
  71. Reminders
  72. Improvements
  73. Pros
  74. Cons
  75. Lessons learned
  76. Wording
  77. Structure
  78. Penalties
  79. Rewards
  80. Incentives
  81. Action items
  82. Concerns
  83. Insight
  84. Creativity
  85. Testimonials
  86. Feedback
  87. Opportunities
  88. Solutions
  89. Sources
  90. Destinations
  91. Secrets
  92. Announcements
  93. News
  94. Advice
  95. Observations
  96. Corrections
  97. Quantities
  98. Objectivity
  99. Collaboration

I saved my two favorites for last:

100. Things they’ve never thought of before or wouldn’t think about on their own

101. What they need to take the next step or to do their job

These can be precious gifts. The kind that earn goodwill. The kind that can start or cement a relationship. The kind that lead to winning business.

Providing support and earning trust in writing is about delivering value and establishing credibility. Every email or written interaction is subject to scrutiny. Are you a giver or a taker? Are you a time sink or do you add value? How do you want your potential customer to perceive you?

The next time you’re trying to be an asset instead of being a burden, this list should give you some inspiration.


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Carl Dickson

Carl is the Founder and President of CapturePlanning.com and PropLIBRARY

Carl is an expert at winning in writing. The materials he has published have helped millions of people develop business and write better proposals. Carl is also a prolific author, frequent speaker, trainer, and consultant and can be reached at carl.dickson@captureplanning.com. To find out more about him, you can also connect with Carl on LinkedIn.

Click here to learn how to engage Carl as a consultant.

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