If your small business has earned a devoted cadre of loyal customers, you can assume they have a vested interest in your ongoing success. They want uninterrupted, easy access to the products or services they love—and, therefore, want your company to thrive. But have you given your customers a way to help out?

"Generic fandom is nice," notes Andy Sernovitz at the Damn! I Wish I'd Thought of That! blog. "But most people don't know what you need, or how to start." Accordingly, he says, it's important to make clear, well-defined requests: "Don't ask for generic support. Ask for a single action. Just one. (Then another. Then another.)"

As an example, Sernovitz offers this postcard from the makers of flavored salt:

"Dear Bacon Lover," begins the message. "Thank you for your purchase of J&D's bacon flavored goodness. As a fellow bacon lover, please help us in our mission to make everything taste like bacon. If our products aren't in a store near you, follow the instructions on the right."

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