I never asked or cared where the order came from, but clearly, it wasn’t from my efforts. Back in the day, I did not have any efforts - I just filled orders and targeted the recipient of the product ordered by sending an offer and a survey along with each delivery. I wanted to hear from my customers - no, I needed to hear from my customers. What did this do for me? More knowledge and more orders! Sending a special offer with every delivery gave the recipient a reason to try me.
I often hear shop owners tell me their customers don’t like this or that. I ask, do you send a survey to your customers? In most cases, they say “no,” which makes me wonder how they even have a clue.
A wire-in order was a paid advertisement being delivered to my potential customer. The special offers and surveys I attached gave the recipients a reason to order from me and a way for me to gain knowledge on how to run my business better.