extracts of their own poetry (not always advisable!). If you include enough good information, people will read, and more importantly, they will buy. Hints and Tips: 1. Make practical information the number-one priority of the newsletter. 2. Keep the stories brief and written in plain English. 3- Use as many pictures and graphics as possible. 4. Subtly include products and specials with calls to action. 5. Make sure the newsletter comes out at regular intervals so people start expecting it. Rating: 4/5 Run a Frequent Buyers Program or VIP Card The classic method of getting customers to come back. Give them a card that gets stamped every time they buy. You may want to offer every sixth purchase free, or a special gift on the tenth purchase. Work out the number and what you can afford, but make it generous. If it's a poor and pathetic offer, people will be completely disinterested. Hints and Tips: 1. Have a great offer that isn't easily forgotten. 2. Keep reminding people how close they are getting to the goal. 3- Make it easy to keep track of customers' progress, as they may well lose the card. If possible you should keep all the records yourself. Rating: 5/5 Collect a Database This should be something you are already doing. If it isn't, you must. There isn't really a business on the planet that proves an exception to the rule-collect names 130