The Newsletter Pro - April 2020

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INSIDE THIS ISSUE:

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Avoid Feeling Overwhelmed by Using My Simple System Your Small-Business Superpowers An Inside Look at How to ‘Stop Losing Customers’ Domo Helps You Deliver on Your Data Meet Our Talented Designer, Audrey Swift! Can a Company Built on ‘Social Entrepreneurship’ Succeed?

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TAKE YOUR SUCCESS INTO YOUR OWN HANDS HOW TO SYSTEMATICALLY SCALE AND GROW ANY BUSINESS

But assuming you’re not dealing with one of the situations above, focusing on the following six areas of business will allow you to take your success in your own hands and build a strong business. 1. Delivering a Wow: The first step to winning in business is being able to deliver the product or service you’re selling. Of course, that’s an oversimplification. You need to deliver the product or service, make the customer happy, and get them to come back again and again. I know it seems simple, but do you have a written process for what happens once someone becomes a customer? Do you know without a doubt if your product or service is providing the value you’re promising? What’s your monthly customer churn? Having a system for making sure the customers you’re currently selling to are Continued on Page 2 ...

To be clear, not all businesses can be successful. Not all of them can scale, and not all ideas are good ideas. Some entrepreneurs aren’t willing to do what is necessary to be successful. Sometimes life just throws you a curveball and you simply can’t win. “BUSINESS SUCCESS REALLY IS FORMULAIC, AND YOU CAN’T THINK YOU’RE SIMPLY GOING TO BREAK A LAW OF BUSINESS AND BE SUCCESSFUL.”

In my 20s, I studied business nonstop. If I was in the car, a business CD was playing nearly 100% of the time. I begged for, borrowed, and stole marketing courses both old and new. It’s said that it takes 10,000 hours of studying to become a world-class expert. I’d say between the ages of 16 and 30, I easily hit 10,000 hours of studying business. I’ve coached and consulted hundreds of entrepreneurs. I’ve looked at their businesses, financial statements, and systems and processes (or, in most cases, lack thereof). I’ve heard stories about why they made their decisions and the logic (flawed or otherwise) behind those decisions. Combined with the success I’ve experienced in starting and growing my companies, all of this led me to create a system for building businesses and making them successful.

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... CONTINUED FROM COVER

many think their business is different … it’s b.s. The fundamental laws and need for the right structure don’t change based on your niche. It’s almost laughable when you think about it — because you’re a dentist and I run a marketing agency, the laws of achieving success are different? Of course not. Future Bank: Most entrepreneurs who are playing the game are only playing for a win today; they have little focus on the future. I understand if you’re trying to lift your business off the ground and still figuring out how to get a paycheck (aka playing for today), but as soon as you can, you need to be making deposits in your future bank. Your future bank is made up of the business

decisions you make, resources you deploy, and relationships you build and nurture that may not have a pay off immediately but have a good chance of paying off in the future. Every entrepreneur has a future bank, and every entrepreneur makes deposits and withdrawals. Unfortunately, most entrepreneurs make very few deposits and execute massive withdrawals in the forms of debt, burned bridges, emotional reactions to business situations, etc. Personally, I love to make deposits in my future bank. To date, many of my most profitable relationships and opportunities have come from deposits made years ago that grew into massive payoffs. 4. Focusing on New Customers’ Growth: To me, this is the fun part of business. We all need to come up with marketing campaigns that attract sales A good place to start when evaluating this section is by asking these questions: What assets do you already have? How well are they working? What do we do with leads that don’t convert right away? Who is responsible for closing the deals? What is their success rate? I could go on, but asking yourself these questions is a good start for one of the most fun areas of your company to work on. 5. Building a Team: If you want to grow a big business, you have to have a team. How you take care of that team, manage them, grow them, and compensate them — both with traditional compensation and extra perks — can have a massive impact on your overall success. Don’t forget, happy employees make happy customers, and happy customers make happy shareholders. 6. Being the CEO: Being the CEO, even if you’re the only employee, is a huge role that is in constant flux. If you don’t focus on yourself personally and professionally, your business will stall out. –Shaun opportunities. We then need to have a process for engaging with, nurturing, and turning a percentage of those leads into new customers.

having a good experience and want to stay and reorder is literally step one in having a successful business. 2. Understanding the Laws and Structure of Business: We’re all familiar with scientific laws, but for some reason, we think business doesn’t have its own set of laws. That is just silly. Business success really is formulaic, and you can’t think you’re simply going to break a law of business and be successful. It would be like trying to defy gravity; chances are very high that you will fail. So, why do entrepreneurs try to violate the laws of business and expect to win? Once you know the laws of business, you simply need to put the right structure in place to maximize your success. Of course,

3. Making Deposits in Your

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FEELING OVERWHELMED PERSONALLY AND PROFESSIONALLY? MY SIMPLE SYSTEM TO COPE BUSINESS HOW-TO

Priorities — These are important things that need to be done in the near future. For example, if I have a new marketing campaign that needs to be ready in two weeks, I would list that under priorities. Systematize — Here I list anything needing a new system to make sure I (or someone else) get this repetitive item done each day, week, or month. Once I have a system in place to complete a repetitive task, I document the process and add calendar reminders (if it’s a task for me) to make sure I don’t miss doing the task. By creating a system and setting a reminder in my calendar, I can mentally cross it off and get near-instant stress relief from this task. Fix — In this area, I list problems to be solved, typically urgent in nature or just things that are annoying me, that I need to fix to make my life easier. Many times, these tasks can be urgent, but not always. For example, I may need to fix a system or update a training. I may even list personal items, like updating the code on my garage door keypad. To-Do — Finally, these are typically small tasks that just need to be completed — simple things like returning an email or writing an article. The list may also include other miscellaneous personal or professional items. Once I have my list done, I go through and create sublists under each item. These are the smaller tasks I need to do in order to complete the larger task. I then look over my list for any items I can delegate to someone else. This is a nice way to gain some leverage. By using this format to organize everything I need to get done, I’m able to get clarity on what needs to happen, make a plan to get it done, and finally see my progress as I complete tasks, which gives me a sense of accomplishment. I’ve found that when I’m overwhelmed or stressed out, visually seeing my wins for the day really helps.

Do you ever find yourself overwhelmed in life? You have too many things to do and too many projects left incomplete. Maybe your personal or professional life is causing you to lose focus.

I’ve had this happen to me many times, including recently. Though I found the solution that works best to get me out of feeling overwhelmed, I completely forgot about it until this morning when I woke up at 3:45 a.m. and couldn’t get back to sleep due to all the open items on my mind. Here’s my simple system.

The first thing I do is make a list of all the items I need to get done. The list includes four areas where I categorize each item I need done.

Priorities Systematize Fix To-Do

–Shaun

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MARKETING HOW-TO YOUR ENTREPRENEURIAL SUPER WILL GIVE YOU AN EDGE OVER T

“Hiring The Newsletter Pro was one of the best marketing decisions I have made for my firm. Their customer service is great, and they deliver a great product. If you have a small- or medium-size law firm, I definitely recommend hiring them to increase your referrals from past clients and retain your current clients.” -William Underwood The Law Offices of William Underwood

In 2011, Shaun Buck was listening to a business training CD (yes, this was 2011) while he was stuck in traffic. The topic was the death of print. You can imagine how he must have felt hearing this proclamation after he recently started a print newsletter company. However, despite the apparent “death of print,” over the next several years, Buck turned The Newsletter Pro into an Inc. 500 company with year-over-year growth. In his newest book, “Stop Losing Customers: Transform your business, life, and profits by getting customers to stay longer, spend more, and cheerfully refer!” Buck reveals LEARN HOW T CUSTOMERS’ Shaun Buck Wants to Show Small-business owners have a major advantage over the big guys. If you see something you want or a direction you want to pursue, you can make changes in a matter of seconds if you really want to. In a large organization, it could take weeks, months, or even years to get everyone’s approval. One deal I recently finished up that involved a very large corporation stalled out due to just one person. We had verbal approval to move forward with the deal, but then it stalled. Nearly 18 months went by while this project just kept getting delayed, until, eventually, the person in our way got fired. Now the project is a major success. Firing with speed is a smart move for your business because it prevents these types of Among the superpowers small businesses possess — and a major reason why some entrepreneurs soar while others struggle, even in the same niche — is speed.

I was texting one of my mastermind members a few days ago, and he mentioned that ever since he fired some team members (who were either bad hires or had outgrown their positions), profits and sales began to soar, and among the remaining team members, morale was up. My mastermind member said he wished he’d acted a year earlier when we first discussed it. As an entrepreneur, you play a role in nearly every aspect of your business, which means you understand what’s going on inside your business more than anyone else. You know so much that you can trust your gut feelings when making business decisions — and if I‘ve learned one thing in my time as an entrepreneur, it’s that you should trust your gut. If you think someone needs to be fired or is simply the wrong butt in the wrong seat, you should trust your gut feeling and take action like my mastermind member recently did.

“Both my clients and I LOVE The Newsletter Pro! With just 10 minutes each month, my team at The Newsletter Pro creates fun, easy-to-read newsletters that provide my clients and prospects insight into my business life, and they add a personal touch that everyone appreciates. I get compliments and feedback on it monthly, and I couldn’t do it as professionally or as timely without The Newsletter Pro!” –Julia Lembcke URS Advisory

OUR BOOKSHELF

“My cover article was brilliant! A judge I send my newsletter to actually called our office after reading it. She couldn’t get through the article without a good cry — it was that powerful. And my mother, who the article was about, couldn’t drive home from the post office until she stopped sobbing. Dylan just does amazing work. His writing takes my spoken word to the next level and finds ways to convey the ‘between the lines’ messaging that gets lost so often when I try to write the articles myself. Superior product and great results every single time. Thank you to The Newsletter Pro. You certainly put the PRO into my newsletters.”

–Lee Berlin Berlin Law Firm

the philosophy that allowed The Newsletter Pro to thrive in a time

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OWERS THAT E COMPETITION! unnecessary delays. But speedy action is useful beyond just making employee changes at your company. If you apply that same speed to your marketing, you’ll find that you can engage in more campaigns and tweak them faster than your competitors down the street. Making those quick tweaks to your campaigns will allow you to figure out the winning formula much faster than your competitors. And as a result, you will grab more market share and grow bigger and better than your competitors could ever imagine. looking, but there’s a good reason that your decision-making speed is a huge advantage. For example, imagine you put out a marketing campaign at the same time as your competitor and get some okay results. Then, because your processes are faster than your competitor, you’re able to adjust your campaign three times before Don’t misunderstand me here: I’m not suggesting that anyone should be reckless and jump without

how hard they try, and that’s you. They can’t copy your personality, your company’s culture, or your relationships with your customers and prospects. Make sure you’re using your personality and letting both customers and prospects know more

your competitor has even looked at their results. More often than not, you’re going to win the marketing game because of your speed, and you’ll likely win your whole market.

Finally, there is one asset of your business that no other business can copy or steal, regardless of

Continued on Page 6 ...

‘STOP LOSING NCE AND FOR ALL ou the Key to Year-Over-Year Growth

Have You Heard the Good News?

Romans 15:13 — “May the God of hope fill you with all joy and peace as you trust in him, so that you may overflow with hope by the power of the Holy Spirit.” 2 Corinthians 4:17–18 — “For our light and momentary troubles are achieving for us an eternal glory that far outweighs them all. So we fix our eyes not on what is seen, but what is unseen, since what is seen is temporary, but what is unseen is eternal.” Joshua 10:25 — “Joshua said to them, ‘Do not be afraid; do not be discouraged. Be strong and courageous. This is what the LORD will do to all the enemies you are going to fight.’”

stories into writing so you can learn from his failures and successes. Each chapter closes with action steps you can take to implement Buck’s ideas and grow your business. “Stop Losing Customers” shows you how to thrive as an entrepreneur in the relationship economy. You’ll learn how to decrease customer churn and employee churn, increase your bottom line, and make your job easier. As Buck says, “My goal is to turn you into a master relationship marketer.” If you’re ready to “Stop Losing Customers” once and for all and learn the strategies that have turned The Newsletter Pro into a successful company, grab your copy at TheNewsletterProBook.com/stop-losing- customers.

when everything else was turning digital. He shares his hard-earned, no-nonsense takeaways so you can use them to reduce churn and grow your business. In “Stop Losing Customers,” Buck delves into his philosophy that genuinely caring about the people you’re communicating with is the fastest way to grow your business. In fact, he explains why it’s the only way you can ensure your business’s success in today’s relationship economy, where business is built on each interaction you have with your customers. Revealed in this book are the formulas, calculations, and tactics to successfully map out the problem areas in your business so you can resolve them. Buck doesn’t beat around the bush — he’s taken the time to put his personal

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about your life. You should even consider letting them behind the scenes of your business for a bit. That way, your customers and prospects will feel “SMALL-BUSINESS OWNERS HAVE A MAJOR ADVANTAGE OVER THE BIG GUYS.” MARKETING HOW-TO CONTINUED ... Tracking data is an immensely important aspect of running a successful business. If you don’t record your progress, how do you know if you’re doing well? But tracking those numbers is only half the battle; you need to interpret then implement them in a useful and efficient way. That’s the hardest part of scaling your business. But it can be a whole lot easier with Domo. Domo is a cloud-based program that allows you to connect and combine thousands of datasets from any service your business uses, whether cloud- sourced or on-premises. It then taps into your data and transforms it in real time into accessible and actionable information your team can easily decipher and use. Everyone has access to the same information, which means your entire team can gain valuable insight that will help them with their decision-making. The real-time metrics are instantly available on any linked device because the Domo Business Cloud takes your existing business intelligence from wherever it resides and displays it in one convenient location. And because it’s built in the cloud, you access your information at the highest Leave It Up to Domo

prospects. It’s your staff and how much they care about the service they provide to your prospects and customers. It’s how fast you move and react to changes in the marketplace. That is how you win in today’s economy.

like they know you, which leads to them liking and trusting you. And, by just being yourself, you can attract better new customers because people will already like you before they buy from you. While you’re working on building relationships with customers, it’s natural to be nurturing those leads at the same time. This helps you with prospect conversion, sure, but existing customers also need nurturing. The relationships you build with current customers through the stories you share and the help you give can majorly improve the lifetime value of your customers. As competition grows and consumers have more and more choices, you have to use the tools that give you and your company a competitive advantage. Most things you say about yourself, product, or service can be easily copied, so what is your competitive advantage? It’s the connection you have with your customers and

–Shaun

P.S. Need help creating more content? Want to be able to nurture prospects and customers via online and offline media without having to hire a team of people? Schedule a call with a Pro, and we can show you how you can have a custom print newsletter, HTML newsletter, and weekly email newsletter all created for you with content that sounds like you wrote it but without you having to write a single word. Go to NewsletterPro.com/schedule or call 208.297.5700.

RESOURCE OF THE MONTH DON’T KNOW WHAT TO DO WITH YOUR DATA?

If you want to save time on data collection and reporting, Domo is the app for you. Companies of every size all over the world utilize it. Zillow says they saw a “90% reduction in billing time with automated reports.” A senior director for ESPN says, “The speed with which we dream up, build a solution, and deploy it in Domo is unlike any other experience in my career.” If it works for big companies with hundreds of thousands of data points to wade through every day, it can work for your business. So, carve out some time for Domo, and it’ll give you that time back, and then some.

speed possible without any back-end infrastructure to manage. That means you can spend more time interpreting your data rather than building systems to gather it. After you’ve effectively gathered and interpreted your data, Domo will then help you create low-code custom apps as needed for your team or customers based on what kind of work you do. Every business has its own unique needs, but not every business app out there is one-size-fits-all. So, building an app that specifically serves your business and its operations could be a game-changer.

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A LIFETIME OF ART IN THE SPOTLIGHT

Audrey Swift’s Knack for Creation Leaves Lasting Impressions

“I feel really accomplished when I finish a project,” Audrey says. “I feel like the process is cool sometimes, and while I think I don’t appreciate the process as much, my favorite part is finishing something, stepping back, and saying, ‘I did that.’” Today, Audrey uses that flexible, eclectic, vintage style to create compelling pieces for our clients, but her work spans the globe, too. If you happen to drive down local Idaho streets, you may see businesses displaying logos she designed, and you can find her paintings and drawings anywhere from local homes to England. Getting paid for her art was always Audrey’s dream, and to do so through The Newsletter Pro and her various commissioned work is the fruition of a lifelong dream her genetics may have played a part in. But when we see Audrey’s work, we know her compassion, dedication, and creative soul makes those creations come to life.

designs or rad posters for the office. Whether it’s entertaining us with a great story or slide whistling on a walk, Audrey embodies our core value of “Accentuate the Positive.” Audrey grew up around art. She can remember watching her mom doodle, and her paternal grandma has always been a painter. From her grandmother’s paintings of Thor and Aquaman to beautiful scenery, it’s safe to say Audrey’s grandma has inspired her self-described eclectic style. “I don’t think I have a set style. I’m always open to trying new stuff,” Audrey explains. “I feel like tattooing did that to me. When I apprenticed, I had to do anything that anybody wanted. They all come from different backgrounds, so one day it’s comic books, the next day it’s realistic flowers, and then the next day it’s a memorial tattoo.” The best part of creating, Audrey says, is when she finishes that final stroke. She stands back and takes in her creation — the beautiful vision that went from her head onto the paper.

If you walk through the halls of The Newsletter Pro, you may hear a delightful sound. It’s an infectious laugh that likely followed a pun or a coincidental mishap, and it’s sure to brighten your mood. The source of the laughter comes from our graphic designer Audrey Swift. When she isn’t making us laugh, she’s creating thoughtful newsletter KEEP UP With Our If you’re looking for more great content — like what you’re reading in this newsletter — to drive your business forward, take a look at these articles on our blog. How Your 1-Sided Approach To Marketing ROI Is Stalling Your Growth And Success NewsletterPro.com/one-sided-roi Don’t Let Your Customers Break Up With You NewsletterPro.com/customers-break-up ‘You Go First’: A Guide To Finding Success In Modern Leadership NewsletterPro.com/you-go-first Reframing The Buy-1-Give-1 Model For Business And Community Success NewsletterPro.com/reframe-business-model BEST POSTS

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BUSINESS PROFILE A COMPANY DEDICATED TO DOING GOOD — WITH CANDY

or scrolled through Amazon, and he wanted them to be impressed when they tasted Project 7’s candies. The new approach worked. Merrick formulated products with flavors that people loved. It started with mint gum that tasted great and had a flavor that actually lasted. Then, he moved into other categories, like organic gummy bears, sour ropes, lollipops, and sweet-and-spicy chews. Project 7 even developed lines of gourmet gummy bears, such as their “Brunch Club” gummies with flavors like sparkling rosé, sparkling mimosa, and mojito mambo. But as great as the products were, they weren’t the driving force behind the company. That was the act of giving back. With the new products’ success, Merrick could turn his attention to his true passion: doing good. Project 7 gives back to “seven areas of need.” They are: Save the Earth, House the Homeless, Feed the Hungry, Quench the Thirsty, Heal the Sick, Teach Them Well, and Hope for Peace. You can learn more about these missions at Project7.com. In each area of need, Project 7 works with different organizations around the world. For instance, when it comes to “Feed the Hungry,” they’ve helped donate over 4 million meals through various food banks in the U.S. For “Heal the Sick,” they’ve worked with several nonprofits that provide medical assistance to communities in Africa struck with malaria. The list of nonprofits Profit 7 works with is extensive. There were a few bumps in the road, but Merrick persevered. He wanted to see his vision of social entrepreneurship and sustainable giving come to life, and he did! But it all started with products consumers actually wanted to buy. He differentiated and cut into the market. Consumers responded, and Project 7 is able to spend millions of dollars each year just doing good.

As Merrick began to develop his early products, namely an all-natural gum, he needed to find partners to carry them. He initially found a partnership with Whole Foods, but it wasn’t meant to be. Whole Foods made one order, and that was it. There were no more orders. Consumers weren’t connecting with this new “all-natural” gum because it didn’t taste good. When flavor is a fundamental component of gum, your product has to be spot-on. People have expectations about how gum should taste, and you have to meet, and hopefully even exceed, these expectations. That’s the No. 1 thing that can make or break a product or a business. Meeting consumer expectations is something every business wrestles with. If you can’t satisfy customers, they’ll move on to the next thing, and you will have failed. Tyler Merrick failed. Whole Foods and others who had tried his product didn’t hold back. They told him it was genuinely awful, which is something no business owner wants to hear. But this was the reality check Merrick needed. Through this process, he also learned that this challenge isn’t uncommon. In the natural gum market, every gum maker has dealt with this problem. Flavor, it turns out (and texture, to a lesser extent), is hard to get just right with gum made from all-natural ingredients. “Everybody’s palate has been trained for high- intensity sweetener and long-lasting gum, and anything else is seen as inferior,” Merrick said when speaking with Forbes. He had a lot to contend with, but his mind was set on becoming a force in the social entrepreneurial space. He couldn’t give up. Merrick developed new products with flavors and colors that popped. He wanted to get people’s attention as they browsed the candy aisle at Target

Tyler Merrick knows entrepreneurship. He grew up around Merrick, a small pet-food

business established by his father, Garth, in their home before eventually joining the business himself. Then, in 2008, with everything he had learned from his family, he started his own business: Project 7. Merrick thought he had a pretty good grasp on entrepreneurship when he established Project 7. The Merrick pet food brand was built on the idea of making high-quality products out of fresh, high- quality ingredients. Basically, every product carried an ingredient list that everyone could understand. Merrick founded Project 7 with the same idea in mind. Of course, Project 7 had nothing to do with pet food. Rather, it was all about candy, but this candy was unlike most of what you might find on store shelves. Merrick wanted something different, something meaningful. Project 7, based in San Clemente, California, is a company built on social entrepreneurship, or conscious capitalism. According to its website, the company uses its annual profits to “help support seven areas of basic humanitarian need both domestically and abroad. We have a mandate to give a minimum of 10% of our profits annually but historically have been at 30–50% of our profits.” The idea was to create a sustainable giving model by creating a product people wanted and using the profits to do good in the world. But the early days of Project 7 were fraught with challenges, and the concept of the sustainable giving model seemed just out of reach.

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