My new-mail order business, which sold music products to schools and churches, was still in the red. Desperate to get cash flowing, I was watching my orders carefully when I noticed that I was getting a lot of orders from Southern Baptist churches. I didn’t know why at the time, but I decided it was worth a call to their main office in Nashville, Tennessee.
I thanked them for the orders their churches were sending me and asked if there was anything else I could do to help them with their music product needs. They were pleased that I had even asked, and after some discussion, asked if it would be okay if they put a little article about the products I offered in their newsletter (which goes out to all 42,000 Southern Baptist churches).
That was all it took. Business quadrupled over the next month, and four months later I was selling 10% of all the music stands in the country. Not bad for a marketing plan that cost – one phone call.
That is when I learned, once again, that creative marketing is infinitely more effective than expensive marketing.