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Table of Contents

Lead Story

Visa and Mastercard at 50: Evolving in evolving market

Patti Murphy

News

Industry Update

Major Visa, MasterCard settlement voided: Now what?

PCI SSC unveils new tools for small, midsize merchants

Denmark's Nets, BOKIS piloting digital wallet

UK joins backlash against interchange

Features

GS Advisory Board:
The state of mobile today - Part 1

The art of shopping cart conversion

Cliff Teston

ISOMetrics:
Payment technology timeline

Views

Merging lanes on the POS road map

Dale S. Laszig
DSL Direct LLC

Fraud in the payment system: What - me worry?

Brandes Elitch
CrossCheck Inc.

Deaf to new product introductions?

Steven Feldshuh
Merchants' Choice Payment Solutions East

Education

Street SmartsSM:
Time to treat MLSs right

John Tucker
1st Capital Loans LLC

Contract management in the paperless age

Adam Atlas
Attorney at Law

How and why to pursue ISVs

Kelly Cullum
SUR Technology Holdings LLC

Company Profile

CreditCardProcessing.com

New Products

Web-based statement analysis, CRM platform

Clientvine
Clientvine LLC

Flexible, EMV-ready mobile payment solution

MP200
Castles Technology Co. Ltd.

Inspiration

Are achievers born or made?

Departments

Letter from the editors

Readers Speak

Resource Guide

Datebook

Skyscraper Ad

The Green Sheet Online Edition

July 24, 2016  •  Issue 16:07:02

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Readers Speak

Staying connected to merchants

I have enjoyed your magazine for twelve years. I'm in the process of revamping my keep-in-touch programs, which help support my face-to-face activities via direct mail, email and, of course, LinkedIn and Facebook. Do you have suggestions on how I can generate even more relevant, merchant-oriented content? Keep up the good work!

Gary Storm,Certified Payments Professional

Gary,

Thank you for being a loyal reader and for your excellent question. Our contributing writers have offered advice on this topic over the years. No one has done so in a systematic way, however, and we will explore the possibility of publishing a series on this topic. In the meantime, try out the search function on our home page to find related articles. For example, if you enter "merchants" in one field and "in touch" in the second, the results will show: "Four tips for maintaining strong customer relationships," by Michael Gavin; "Creative use of commemorative occasions," by Paul H. Green; and more. Other combinations of terms will provide further results. Our newswire, at www.greensheet.com, can provide ongoing inspiration, as well. For instance, we recently posted a press release about the PCI Security Standards Council's PCI Payment Protection Resources for small merchants. It contains documents you could draw from, share with your merchants and even co-brand. Automated tools can be useful, too, such as CRM tools and services that send out cards on merchant birthdays, anniversaries, etc.

The best content is content you create yourself. It will have your distinct voice and be tailored to your merchants. If you are pressed for time, you can, of course, hire writers with marketing and social media expertise. Just be sure they understand what makes you and your company unique before they begin. And avoid content mills with generic articles that lack the sincerity and tone you'll need to truly connect with your merchant base.

Also, certain principles always apply when communicating with clients and prospects: be helpful; be honest; follow through on promises; touch base regularly, not sporadically; offer freebies and special deals; don't oversell; seek interaction; and respond promptly to feedback.

Got a question?

We want to hear it. Drop us a line at greensheet@greensheet.com.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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