Erwin's book is on the infamous bookshelf. Out of sight but within reach. Erwin's writing style is nice. His way of writing is smooth, as if he's telling me his story during a good conversation. And so I fly through all 41 chapters. What? 41 chapters? That's quite a lot. And that's what this book is too: a lot. A lot for little: the paperback is for sale for 20,- and the number of tips is overwhelming. When counting the tips I lost count. If I had to guess I think there are an average of 8 tips per chapter. If you multiply that by those 41 chapters you'll soon be well over 300 tips. Didn't I say it was a lot?
The tips are all aptly described and above all very practical. I pick out a few that I find most appealing:
Also read: Writing a book: the 7 most email hong kong frequently asked questions
Business-friendly versus customer-friendly
In the chapter 'Nothing you more customer-friendly… your customer must become more business-friendly' Erwin writes that as an entrepreneur or marketer you should do yourself a favor and eliminate customer friendliness. Instead of focusing on customer friendliness, Erwin advises that you should strive for business-friendly customers. Nice insight and my vocabulary is one word richer: 'business-friendly'. A striking example is the text on the chalkboard in front of a café that is referred to.
'Coffee' €5.00
'A coffee please' €3.00
'Good morning, can I have a coffee, thank you' €1.75
Sponsor Post.nl
How many WhatsApp messages do you get per day? How many emails? And how many postcards? The answer is obvious and that is probably why the chapter 'Send a card more often, you are guaranteed to stand out among the mail' belongs in this book. It sounds so simple and it is, but when was the last time you sent mail to a customer relationship?