Getting To Know John Williams
So many years ago, in the small town of Stony Brook, New York (on Long Island), John Williams got a part-time job with a dry-cleaning operation after high school.
The owner of that operation had five locations in several neighboring towns. Two were fully operational plants, and the other three were considered drop stores.
That owner was also approaching retirement, and John saw an opportunity.
He loved the “bells and whistles” of the business and believed it had a lot more potential than what the older owner was willing to invest in.
John was able to purchase two of the brick-and-mortar service businesses in Stony Brook, one plant and one drop store.
As a new owner, it forced him to learn to “read” people very quickly and relate to them. Customers and employees alike.
It also meant he had to persuade them to like, need, and want the services provided.
However, the internet and, even less so, emails, weren’t as prevalent back then, but direct mail was.
Acquiring addresses from his current customers, he was able to contact them by direct mail, offering the “special offer of the month”.
As time went on, so did the growth of the internet and, more importantly, email addresses and a well-built website that promoted his business in many other ways.
Such as offering DIY clothing care and tips, as well as insights into what a dry cleaner does behind the counter.
A website was not used for just that ‘special of the month’.
That was huge.
Developing writing skills to connect with people and to ‘populate’ his website, John was able to leverage those email addresses for growth by convincing customers to click to the website and subtly educating them on current and new services available.
And of course, those monthly specials and deals.
And the years came and went, and the time came to sell the brick-and-mortar business.
Too young to actually retire, John decided to leverage what he learned about digital marketing to create a viable business to help other business owners gain access to the electronic world of promoting and growing their brick-and-mortar businesses.
And that is why I hope you’re here.
Let’s get selling.
