In the newsletter, I provided value, built a relationship with the prospect, and showed them success stories of other clients getting amazing results with newsletter marketing. This allowed the prospect the time to feel comfortable about their decision and investment. By simply using a print newsletter in combination with an email version of the same newsletter, you will close more sales if you follow the simple strategy I laid out above. One word of caution, though: If you change the strategy — for example, leaving out the relationship- building aspect of the campaign or trying to save money by scrapping the print version and doing a once-a-month email-only version of the newsletter — you’ll be disappointed with the results. MARKETING HOW-TO CONTINUED ...
“Get to the point.” Your prospective customers may not say that to your face, but odds are that’s what they’re thinking when they encounter your marketing. We live in a busy world with thousands of blogs, podcasts, advertisements, and cat videos competing for our attention every second of every day. You need a clear message to cut through the noise. That’s why Donald Miller wrote the Wall Street Journal best-seller “Building a Story Brand.” A marketing professional who has helped thousands of businesses clarify their messaging, Miller packed his book with the kind of wisdom that’s often left out of many advertising handbooks. The book revolves around this singular idea: Your business needs a narrative. Storytelling is perhaps the oldest human tradition; narratives help us relate to one another and the world around us. Mastering this art form can be the difference between an effective marketing campaign and a lot of wasted money. According to Miller, your marketing should guide people on their own hero’s journey. You need to present customers with a problem, or villain, and then present your products or services as the tools they can use to face down that threat. Your business shouldn’t be the hero of the story — it should be Excalibur. “Building a Story Brand” is full of such insights, backed up with real-world examples and actionable steps you can implement in your next marketing campaign. If you’ve been struggling against stalled advertising efforts, this book needs to be on your nightstand. As the Pros of the newsletter business, we see the power that narratives have every day. Learning ‘Building a Story Brand’ OUR BOOKSHELF Will Change the Way You Think About Marketing
marketing, content marketing, Twitter, Facebook, LinkedIn, Instagram, and Pinterest.
The worst part is that what I just mentioned is the tip of the iceberg. Getting new customers is hard and expensive. As an added point of frustration, I know many entrepreneurs —myself included —who have some of our identity wrapped up in growth and our ability to add new customers. It can be demoralizing when you’re not seeing growth. The funny part of this issue of growth is that, many times, you’re getting enough new customers; the problem is that you’re also losing customers, aka churn. Churn is the silent killer of businesses. Every business has a day that arrives at a different time each year, but when it arrives, it is one of the single best days for all entrepreneurs. That day is Churn Freedom Day! Churn Freedom Day is the day when your business has gotten enough new customers to replace the customers you’ll lose each year from churn. For example, if you have 500 customers and get 10 new customers per month, but you lose 100 customers per year, your company’s Churn Freedom Day is Nov. 1. By doing a little simple math, if everything else is equal, you’ll have 520
Decrease customer churn by building a relationship with your customers.
When you think about growing a business, it becomes apparent that the most difficult task for any business is getting new customers. Look at all the things you do to get new customers. Think about all the promos, offers, schemes to get email subscribers, direct mail, trade shows, marketing campaigns, word-of-mouth marketing, referral
CLIENT SUCCESS
Attorney Jim Monast on Building Client Relationships When most people consider contacting an attorney, they often expect us to be unapproachable and intimidating professionals, understandably so. As I’m fond of saying, “You’re not having a good day if you have to call a lawyer.” Working with The Newsletter Pro these past 16 months has done wonders to dispel the notion that I’m some big shot who isn’t actually invested in my clients. Each month, I share a phone call with my writer, who then turns my anecdotes and ideas into easygoing, fun-to-read articles. These chatty and personal cover stories help me connect with folks on a meaningful level, encouraging them to open up and trust me with their cases. Planting Deep Connections to Cultivate Success
how to make a connection with your clients and cut through the noise to deliver a clear, consistent message is the key to success as a small business in the digital age. So, what is your story?
After listening to Shaun Buck talk about the newsletter process and hearing many enthusiastic recommendations from Ben Glass and the Great Legal Marketing community, I couldn’t resist signing on
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