A subscriber wrote to me regards one of my articles entitled, "Ride The Service Revolution."He was annoyed with the topic. He said, "I've read it before."And he named the author.As it happens, I had also read what this author had to say.The thrust of my article was quite different.And I feel it was different from other articles I have seen on the same subject.

The remark puzzled me.As do similar comments.And I'm still not certain what it means.But I kind of sense some people having read an article pointing out that customer service matters, feel they have it figured, and are now looking only for something new.

It doesn't work this way.Grand insights seldom emerge from the first encounter with a topic.I have taken Calculus classes at three different levels.And I have taught the course many times.Yet if I were to take or teach another class, I would learn even more, for I have not mastered the whole of the subject.

Calculus is tricky stuff, that's certain.But so is mastering the basics that lead to success in business.

Great Copywriting Is Essential

If bucks are available, companies hire out this task, for it's as much an art as a science.If your business is small, chances are you are going to have to write your own copy.

Now here is a real challenge!One could spend a lifetime at this and never gain mastery.Just for openers you need to know the basics of writing much of anything.

Further you need to know a lot about your customers, and what motivates them.You'll need to define all possible features of your products, then restate them as benefits to your potential customer.Finally you must write copy so compelling that prospects buy.

This is not something we can expect to get right the first time.It takes a lot of study and practice to get it even half right.I have been trying my hand at it for years, and I have yet to create an effective sales letter. I have collected four books about copywriting over the years, and have read each several times.I recently bought Joe Robson's new book, "Make Your Words Sell," and have worked my way through it three times now.(For my review of this outstanding book, send any email to dance@sitetipsandtricks.com)

Yet I am not content with my copywriting skills, and will continue to study and learn.If you are serious about succeeding in business, you will likely do the same.Certainly reading a couple of articles about it is not going to get it done.

Back To Customer Service

While providing great customer service is a lot easier to do than writing great ad copy, the subject is equally open ended. That is, there is no limit to what one can learn about it.

We need to read everything we can find, then try each new idea discovered.And all must be tested thoroughly.Do this properly, and a year from now, you will have more satisfied customers than you do now.

There's No End In Sight

None of us can afford to be content with what we know of the Web or doing business on it.There is great need for grand enhancements.And new breakthroughs peek up over the horizon every day.So we need to read everything related to marketing we can find.

While I don't seek to focus on a single topic, customer service has been on my mind of late.Yet another article about this subject that offers a new slant will be welcome to me.

My recommendation to the fellow who wrote regards having read an article about customer service, and to all interested, is to find and read others until you can claim mastery.

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Bob McElwain
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