(EMAILWIRE.COM, September 03, 2010 ) Goshen, MA – Although it’s long been known that attracting new customers costs five times more than keeping current ones, most businesses fail to put this principle to work. The new book Persuading People to Buy includes powerful suggestions for profitable customer retention (www.yudkin.com/guides/index.htm).

"Keeping customers is neither expensive nor difficult," says author Marcia Yudkin, who previously published 11 other books on business and communication. "A few thoughtful gestures and routines for this go a long way."

Yudkin’s book contains a section of anecdotes, examples and tips for customer retention, including these:

* A personally signed thank-you with shipped-out orders helps prevent buyer’s remorse, as do unannounced bonuses

* Further reduce returns and refund requests with a longer guarantee

* Encourage follow-up purchases by indicating the next logical item in the customer’s purchase sequence

* Avoid making general statements about customers when communicating with individual buyers

For additional pointers on customer retention and marketing psychology, consult Persuading People to Buy: Insights on Marketing Psychology That Pay Off for Your Company, Professional Practice or Nonprofit Organization, ISBN 978-0-9716407-0-2. The book can be purchased at online bookstores and at www.yudkin.com/guides/index.htm, where it is the first of five paperback Marketing Insight Guides.

Contact Information:
Creative Ways
Marcia Yudkin
Tel: 413-582-4052
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