The Newsletter Pro's online newsletter for June 2018
#120 in the 2015 and #343 in the 2016 INC. 500 | 2016, 2017, & 2018 Best Place to Work in Idaho | Marketer of the Year | 24K Club Winner
06.18 208.297.5700 www.thenewsletterpro.com
As Seen On:
INSIDE THIS ISSUE:
PAGE 3 PAGE 4
Use the Long Game to Make Money The Cure for Your Newsletter Woes When It Comes to Communicating, How Much Is Too Much? OUTRAGEOUS Multi-Step Campaigns That Are Successful
PAGE 6 Get Rid of the Guilt PAGE 7 Get to Know Matthew Freeman PAGE 8 How One Family Is Changing the World One Coffee Cup at a Time
WHY SOME SUCCEED WHEN OTHERS FAIL!
Have you ever wondered why one person is successful when another tried and failed? What’s the difference between someone who makes $100,000 per year and $1,000,000 per year? Is it luck? Is it who you know or what you know? Is it hard work? I know of nine people who have, in some way, shape, or form, mimicked what we do at The Newsletter Pro. I also know nine people (the same nine) who have closed up shop, given me their customers, or sold me their customers. Am I just lucky … or just that smart? Side note: Despite what I say in the rest of this article, it is better for my fragile ego if we just agree that the other people couldn’t figure it out because
I’m super smart and they are not as smart. Now that we are in agreement there, I’ll jump back into my story. The fact of the matter is all of the above factors play a role in someone’s success, including luck, which I’ll explain in a second. But there are some factors I’ve seen that seem to allow people to leapfrog others in terms of success. Let’s get the big issue out of the way. Hard work is often mistaken for luck . I’m sure you’ve also had people tell you how lucky you are for the success you have. I do believe luck plays a very small role in all success. For example, if you were lucky enough to be born in America, you have a much greater chance of being successful than if you were born in the slums of
“HARD WORK is often mistaken for LUCK.”
Continued on page 2 ...
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COVER CONTINUED ... India. You didn’t do anything to be born in America, and there is only about a 4 percent chance for that to happen, so you are lucky to live here. Typically speaking, though, luck has little to do with your overall success. It may set up an opportunity, but you have to bring it home. is education . No, not formal education, but how much time each day they spend educating themselves on sales, marketing, leadership, people management, etc. I speak with countless entrepreneurs who rarely spend a nickel on personal education. But you have to be constantly learning to succeed. For example, I have a goal of reading or listening to nine books each quarter. I go through two trainings per quarter, buy consultations from experts in areas I’m trying to grow in, and pick the brains of friends who are experts in their fields. I read tons of articles on business. I also read random articles about people — reading what is trending in pop culture helps me better understand how the masses think. You have to invest in yourself. I learned a long time ago that I’m not the CEO my company needs 12 months from now if we’re going to continue to grow, but you better believe I’m going to work my butt off to make sure I am ready when next year rolls around. Another huge difference I see in those who are uber-successful and those who are not as successful The next trait I see in successful people is personal responsibility . It amazes me how many people lack personal responsibility. There is a lot of power in taking ownership of the outcome of an issue instead of blaming others for a failure. When something goes wrong, first ask where you dropped the ball before pointing fingers at others. I love the Bible verses Mathew 7:4–5: “How can you say to your brother, ‘Let me take the speck out of your eye,’ while there is still a beam in your own eye? You hypocrite! First take the beam out of your own “ You have to get up every day and GO GET IT . You need a plan, and YOU NEED TO WORK THAT PLAN.”
eye, and then you will see clearly to remove the speck from your brother’s eye.”
that plan. If that means working 80-, 90-, or 100- hour weeks for a while, that’s what it means. I’m able to outwork most people, and because of that, I will win more often. The idea of massive action has been popularized in the last 10 years or so, but that is simply another way of saying “work hard.” Of course, you need to focus on the right work, but even if you do everything in this article except work hard, you’ll find out you didn’t get good results. The final factor is mentorship. I don’t know of anyone who is super successful who doesn’t have at least one mentor they work with on a regular basis. You have to have someone who understands the normative model of where you’re trying to go if you don’t want to run into every pothole, cone, car, and tree along your journey. Few things can provide a shortcut to growth faster than a good mentor. In the end, you’ll have to decide which of these qualities are most needed in your life, but with a little luck, lots of hard work and studying, good time-management skills, personal responsibility, and some mentorship, you will crush your goals and make all your dreams come true.
Regardless of your religious persuasion, this is so true for business. How can you get upset at your employees for being late to meetings when you’re always late? How can you get angry at your marketing company, saying, “This doesn’t work,” when you didn’t have your deliverables in on time so the program could work? Time management is another HUGE issue and a difference I see between people who are crushing it and those who are not. Every now and again, a client stops me at a show or calls in and tells me the newsletter isn’t working for them. Nearly 100 percent of the time, it is the same issue: They aren’t personalizing the newsletter. I tell them that’s the issue and it only takes 15 minutes to do, and literally half of the time, I’m told they don’t have 15 minutes. Here and now, I’m calling BS. If you don’t have 15 minutes to give to a project so you can get what you’re paying for out of it, you either have a close family member who is dying or you have poor time-management skills. I’m a super busy guy, and I can always find 15 minutes once per month. It’s kind of like the excuse of no money … everyone has money for the things they want, even when they’re broke. You don’t see too many broke, out-of-work college grads with student loans up to their eyeballs because of their basket-weaving degree with a minor in ancient Mayan studies canceling their cellphones because they’re broke. Another long-lost skill is that of hard work . I don’t know too many get-rich-in-your-underwear people, and I know a ton of rich people. Even the people who sell that dream are some of the hardest workers I know. You have to get up every day and go get it. You need a plan, and you need to work
–Shaun
P.S. Last call for mentorship and coaching from me. As I write this, my mastermind is nearly full, but we may have a spot or two left. If you want guidance getting to the next level, let’s jump on a phone call and see if it is a good fit. NewsletterPro.com/apply
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& Game Make More Money PLAY THE QUICK BUSINESS TIP
What if I told you that your business could easily, and with minimal extra expense, close up to five times the number of sales you’re closing right now? Would you be intrigued?
purchase in the category they are requesting info for within 18 months.
don’t need new; you simply need to fix what you’ve already got and make it better.
If you want to know how much money is being left on the table, you need one more piece of info: How many people buy immediately? Here is an example. If 100 leads come into your business, on average, 50 of them will make a purchase within 18 months, and only 15 percent of the 50 will buy within the next 90 days. If I round up, that means eight people are ready to buy now, and 42 people will buy sometime in the next 18 months from you or a competitor. How crazy is that? How much money do you think it has cost you over the years by not playing the long game? When you think about it, in almost all areas of building wealth and riches, you need to play the long game — the stock market, your business itself, marketing investments, and employees. So why, with our leads, do we only focus on the short term? If you focused on just this one thing for the next few weeks or months and tracked and ran a long- game system where you followed up on, educated, and built relationships with leads, you could double your business in the next 18 months or less.
I’m pointing all of this out because I want to show you that you are so close to having a huge improvement in quality of life.
The best part is this plan is simple, and it uses the leads you already have.
This is by far the easiest and least expensive path.
When it comes to leads, most businesses only play the short game.
Here is the plan overview:
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They’re focused on today, on right now, on the lead who called in five minutes ago — and if that lead doesn’t buy, they are on to the next lead. Let me ask you, what’s your current close percentage? Is it 5 percent, 10 percent, 20 percent? What is going on with the remaining leads? How do you follow up with them? What is the process to re- engage them so they get interested in your product or services again? If you’re playing the long game, you’re asking what’s going on with the 70–90 percent of leads who aren’t closing. Were some of those people investigating and simply weren’t ready to buy yet but may be ready 90 days, 180 days, or even 365 days from now?
Send “edutainment” (education + entertainment) follow-ups online and offline, including offers.
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At 90 days-plus, make a new offer for a new lead magnet.
Have a salesperson continue to follow up via phone and email.
Send personalized mail.
Add value to their lives on a regular basis.
Build the relationship.
Help them get what they want, and you’ll get what you want.
On average, of the people who request info from a company, 50 percent of them will make a
Make a sale.
Let me ask you this — how would that change your life? Would it be better? Could you spend more time with your family? What about vacations? If sales doubled, what would vacations look like? How many more would you take?
Part of your online and offline follow-up should include a newsletter. This is exactly what a newsletter was made to do — build relationships, add value, offer new lead magnets via a free- standing insert, and give readers information to help them get what they want. Most people simply don’t use their newsletter to its best ability.
–Shaun
Don’t allow the next shiny object to distract you. You
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MARKETING HOW-TO
CLIENT SUCCESS
To Communicate With Customers and Prospects? HOW OFTEN IS TOO OFTEN
A couple of years ago, my law office began mailing out a regular newsletter. We heard the talks at marketing seminars; mailing customers, both present and former, in addition to prospective leads and contacts, is part of a successful business model. However, I began to wonder if I was just going through the motions of putting the newsletter together. I began to think deeply about whether my law office’s newsletter was communicating a message to my mailing list or if it was just another piece of “birdcage liner” sent courtesy of the U.S. mail. In other words, I had fallen victim to publishing presenteeism. Presenteeism is defined as being physically present but mentally absent. As I took a critical look at my newsletter, I soon realized that while I was publishing a physical newsletter, very little mental thought was being given to the message being conveyed to the reader. I began to investigate ideas to improve my stale newsletter, and I discovered The Newsletter Pro. I talked with some of their clients and read through samples of their work. What impressed me was how receptive The Newsletter Pro team was to assisting with content rather than merely serving as a vehicle to print and mail a newsletter. So I signed up. After our first edition with The Newsletter Pro hit the mailboxes, I realized that the level of professionalism and commitment of the pros allowed me to relax and concentrate on the message of the newsletter. I didn’t have to worry about the logistics of having it edited, designed, printed, and mailed on time. My law firm finally had a newsletter with an overall presentation we could be proud of. There is no better way to stay top of mind with a potential lead than using an effective newsletter. And to be effective, a newsletter needs to convey a solid physical and mental message to the reader. Otherwise, while churning out a newsletter month after month, we become susceptible to the presenteeism virus that can infect efforts to grow our businesses. I can The Cure for NEWSLETTER PRESENTEEISM
Have you ever wondered if you’re communicating too much or too little with customers and prospects? Having the wrong strategy can easily cost you money. With too much communication, people opt out and stop paying attention. With too little communication, you miss out on sales because your competition got
OUR BOOKSHELF
OUTRAGEOUS CAMPAIGNS THAT DELIVER PERFECT Multi-Step Strategies for Your Business
Are you struggling with your marketing campaigns? Finding tangible strategies that you can directly apply to your business is one of the most significant roadblocks every entrepreneur comes across. Honestly, it’s why most small businesses don’t make it past their fifth year. But why is customer acquisition so complicated? Well, simply put, it isn’t, and that’s exactly what Bill Glazer’s book “OUTRAGEOUS Multi-Step Marketing Campaigns That Are Outrageously Successful” is all about. To give you an example, here are three rock-star campaigns designed by some of the top marketers in the country. Tom Orent “The Gems Guy” GG12 is a business-development program for dentists that involves coaching, webinars, retreats, and strategies you can immediately plug into your practice to become outrageously successful. What Tom does with his marketing is no small feat. The specific campaign featured in the book is a five-step email blast designed to drive traffic to his live webinars. But gathering an audience is only half the battle — the other half is keeping them. Find out how Tom gets clients to consistently tune in to his 90-minute webinars without batting an eye.
honestly say that I have found The Newsletter Pro to be the cure for newsletter presenteeism. – John Colvin Attorney at Law
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“The issue with communication isn’t HOW MUCH YOU ARE COMMUNICATING,
to them before you did. Or worse, an existing customer leaves and goes to a competitor because they feel you’re indifferent to them. Side note: 69 percent of people state their reason for switching companies is that they felt the company they were doing business with was indifferent to them. Crazy, right?
How much content can you send every day, week, or month without annoying people?
For email, you can typically send daily, with the occasional multiple emails in a single day. The exception to this is an event like a webinar. You may have three emails in a day talking about the webinar, announcing the start of the webinar, and sending out a replay link. Many people feel daily is too much. I’ll often hear, “I’d unsubscribe if someone sent me daily email.” But it doesn’t matter what you’d do; it only matters what your customers and prospects will do.
The issue with communication isn’t how much you are communicating but what you communicate.
BUT WHAT YOU COMMUNICATE .”
For example, have you ever taken a long trip with someone and just talked the whole time — from one conversation to the next, effortlessly — and time flew by? On the other hand, have you ever been on a long road trip with the kids, and nearly every question was “Are we there yet?” Or you had to break up fights? What you say is infinitely more important than the volume of content as long as what you say is interesting and relevant to the person you’re saying it to.
If you are sending useful and entertaining information, people will pay attention.
these three things have in common with the organization that sent this postcard?” When you flipped over the postcard to find out, it said, “Stay tuned until May 4 …” What? Why would I want to eagerly await the answer to this question? Send me a postcard and make one single offer. It is simple.
The same goes for all types of media. Make boring social media posts, and you can post as often as you’d like and no one will care. For direct mail, you can send as often as your budget allows. The same rules apply to direct mail as to email. If you send stuff that is dumb and not useful, you won’t get a response.
It’s this kind of marketing that gives any media a bad name.
Even though the above statement is true, there is still one issue.
I got a postcard in the mail the other day from a company that asked the question, “What do
Continued on page 6 ...
Dr. Kelly Brown Custom Dental is a rapidly growing business that has expanded its operations into multiple states. Their business model centers on running dental practices’ back-end operations so they can focus on doing what they do best. How does Custom Dental do it? Well, it all starts with a campaign designed around a free service. From that free offering come warm leads and hot dollars. The “free” implant that is provided as the service actually ends up resulting in $2,000 in additional income per new patient!
Businesses can never have too many strategic tools available to them, and that’s precisely what Bill Glazer’s book provides. With multiple campaigns across a variety of industries, this is one book you won’t want to put down. You can discover all these “outrageous” strategies and more at OutrageousCampaigns.com. Plus, 100 percent of the proceeds from this book go directly to help veterans who have suffered from a stroke. Purchasing this book gives you the opportunity to help more than just your business. Learn more on the Outrageous Campaigns website.
Have You Heard the Good News?
Luke 16:10-11 — ”Whoever can be trusted with very little can also be trusted with much, and whoever is dishonest with very little will also be dishonest with much. So if you have not been trustworthy in handling worldly wealth, who will trust you with true riches?” Jeremiah 17:7 — ”But blessed is the one who trusts in the Lord, whose confidence is in him.” Ephesians 4:26 — ”In your anger do not sin: Do not let the sun go down while you are still angry .”
Shaun Buck Our very own CEO is featured along with one of our foundational lead-generating strategies. If you know anything about our company, The Newsletter Pro is all about delivering a “wow.” It’s so crucial to us that it’s one of our company’s core values. Shaun Buck’s “shock and awe package” is broken down to its finest points so that you can take it and immediately plug it into your company.
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MARKETING HOW-TO CONTINUED ... You could send a postcard like that daily and never get a good enough response to justify the ad spending. Social media posts should be made often and should be as interesting, relevant, and shareable as possible. I know we’ve been lazy with our social media content as a company and on my personal brand, so I understand the struggle of creating content that doesn’t suck. In addition to all of this communication, you can and should send birthday cards or gifts, special- occasion cards, promos or gifts, and audio-based content via CD or flash drive — branded items with a reason why you’re sending them out and useful info about the industry.
If you want a simpler answer to the question of how often is too often to communicate with prospects and clients, I’ll leave you with this thought. With nearly every company I look at — whether to buy, invest in, or as a mastermind member — none of them are overcommunicating. But 100 percent of them are undercommunicating, and most of them are not communicating at all. So my challenge to you is how can you communicate more? What can you add? You don’t need to have a perfect communication strategy from day one, but you do need to start building out the amount and variety of communication. –Shaun
Of course, we shouldn’t forget a monthly print newsletter. That would be a tragedy.
WORK-LIFE BALANCE
How to Stop Feeling Guilty AND BUILD BETTER RELATIONSHIPS WITH YOUR FAMILY!
Have you ever found yourself feeling guilty for being an Entrepreneur? I know I have. Over the years, off and on, I’ve felt guilty when I was working instead of spending time with my family. Then when I was with my family I felt guilty that I wasn’t working — after all, that big project needed to be done today, and people are waiting on me.
I started carving out monthly time to spend uninterrupted and one-on-one with each of my five boys and my wife. Sometimes this is just few hours, and once per year it’s several days. Regardless of how long it is, it’s something we put on the calendar and can all look forward to. One of the most fun and relationship-deepening experiences I’ve had since implementing this happened last year. I was introduced to the founder of Rich Legacy, Bradley Callow, through a business networking organization. I really connected with Bradley and the work his company is doing to help high- performing families improve their connection and communication. When I found out that they offered father-son retreats, I was all-in, and Tyler and I went to Arizona for an amazing few days. The time I spent with my son last summer was not only fun, but also meaningful. We both walked away from the retreat with a greater understanding
of each other and how we can continue to improve our relationship.
That trip then led to a trip with each of my other boys and an amazing trip to Maui with Mariah this year.
This cycle of guilt ultimately impacted my performance at work and my relationships at home.
One day, I finally realized that, in both my work life and my personal life, it’s not about the quantity of time, it’s about the quality . This realization and the actions that followed transformed me, my family, and my business. No more feeling guilty, no more exhaustion, no more toxic levels of stress … It was at that moment I decided to make a change, and one of the first things I changed personally was the way I spent time with my family.
If you’re tired of the guilt and want to improve your relationships with your family, I strongly recommend you focus on one-on-one time. If you want a structured environment that will allow you to meet other entrepreneurs and build (or rebuild) that relationship with your kiddos, check out Rich Legacy here: myfathersonretreat.richlegacy.com/ register18707965
–Shaun
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TALKING LIFE CHOICES WITH MATT FREEMAN
CROSS O A D S abandoned music altogether. When he’s not creating music at home, Matt’s planning his trip to the next big music festival. Currently, Matt is planning his journey out to Detroit for Movement, an electronic music festival held over Memorial Day weekend.
When Matthew Freeman was in sixth grade, he started playing percussion in the school band. This sparked a love of music that inspired hours on the piano every day, which would evolve into using specialized software to make original songs. Around this same time, Matt started a blog, channeling a newly discovered love for writing that went beyond school reports and class essays. Years later, when Matt prepared to apply for college, he realized it was time to make a choice: Would he go to school for music or English?
an opportunity for genuine connection, to understand and be understood by others. Our world is formed through imagination and human connection. Writing is a vehicle for both, and I love it.” Throughout college, Matt dedicated hours to papers, poems, and stories, operating with the mindset that if he wanted to make a living doing something he loved, he’d have to work harder at it than anyone else. After college, Matt traveled to Thailand to teach English to elementary school students for a few semesters. It was when he returned to the States that Matt fell in with our creative team here at The Newsletter Pro. Almost two years later, we’re still happy to have him. “At times, I wish I could have done both writing and music,” Matt admits. “But working here with a great group of writers, learning something new, and getting to talk to interesting people confirms I made the right choice. Reading and writing are basically the most important things to me in the entire world. I’m glad the choices I’ve made brought me to where they’re part of my life every day.”
Fortunately for us at The Newsletter Pro, Matt went with the latter. An invaluable member of the writing team, Matt’s writing skill and his ability to connect with clients are just some of the reasons he’s our Pro of the Month.
KEEP UP with our “I was super passionate about both writing and making music, but I realized that I wrote a lot more than I practiced playing,” Matt says. “Writing offers
And don’t worry — just because Matt ultimately chose to pursue writing doesn’t mean he
BEST POSTS
If you’re looking for more great content to drive your business forward — like what you’re reading in this newsletter — take a look at these articles on our blog: How To ‘Unstick’ Your Business And Start Growing NewsletterPro.com/unstick-your-business
Don’t Fall For Fad-Diet Marketing NewsletterPro.com/fad-marketing
Your Business’s Hidden Value NewsletterPro.com/increasing-value
Buck The Trend For True Brand Identity NewsletterPro.com/brand-identity
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BUSINESS PROFILE THE TONYAN FAMILY IS CHANGING THE WORLD One Cup of Coffee at a Time
When you take a sip of your coffee in the morning, do you think about the journey that coffee took to get to your cup? This is something a lot of us take for granted. The coffee is simply there, ready for us to enjoy. Whether you brew your own or buy a cup on your way to work, most of us don’t think about our coffee beyond what is right in front of us. The Tonyan family of Apple Valley, California, does think about where the coffee comes from and the people who grow it, and they established a business around this consideration. Tonyan Coffee Roasters (tonyancoffee.com) has one permanent location in Apple Valley, but they are an area staple. In 2007, the family began roasting their own beans right in their garage. Rachel Tonyan spearheaded the effort, then brought in her parents John and Dee Dee Tonyan as business partners. Together, they operated a nearby kiosk where they sold brewed coffee and various coffee drinks, but the heart of the operation was right at home. As they grew in popularity, they moved from a 650-square-foot space into a much more comfortable 1,500-square-foot space. There, they endeavored to bring their philosophy to the masses. That philosophy? Fairness. Fairness in product and fairness to the people who produce it. Tonyan Coffee Roasters is the embodiment of the idea behind fair trade. “It flows from our personal lives and our desire to do justice in the world,” John Tonyan said while speaking with the Victorville Daily Press. “The reality is the playing field in this world is tipped. A huge portion of coffee growers are small farmers who function on an acre or two. The way they work, as they figured out, is to work together literally in the hundreds to produce one large batch of coffee.”
The Tonyans put incredible thought into the products they buy and serve. They know that the farmers around the world — the ones who supply their coffee, tea, and cocoa — are making a living, sustainable wage (and the products are sustainable to boot). It’s all about responsible business practices and global awareness. Every single product they offer is both organic and fair trade. And it’s not just the coffee. It’s the tea and chocolate, as well as the freshly-baked pastries and snacks — even the syrups, milks, and creamers. Tonyan Coffee Roasters is fair trade in action. Their reputation within their community goes beyond responsible business practices. They’re there for the people who rely on their delicious products in Apple Valley. Initially, Tonyan Coffee Roasters operated during standard business hours. But they soon realized that in order to best serve their community, a slightly different schedule was needed. They wanted to be there for the teachers who had to be at school by 7 a.m. The Tonyans didn’t want people to have to choose between a fresh cup of coffee or getting to work on time. Opening earlier meant no one had to make a choice. And when your business is surrounded by several schools, it just makes perfect business sense to operate on a teacher’s schedule. As John Tonyan puts it, “We’re trying to serve the people around the roastery the best way we can that meets their needs.”
In 2013, Tonyan Coffee Roasters took convenience a step further. They added simple online ordering and paying. This way, all you have to do is order online and swing by the roastery to pick up your drink. Not a second is wasted. For many of us today, this sounds relatively normal. You can order Starbucks right from your smartphone. But in 2013, this was a game-changer, especially for a small roastery like Tonyan Coffee. Since opening their larger facility, Tonyan Coffee Roasters has also become a place for community events. The roastery hosts live entertainment, including local bands. They even have an open mic night for any musicians who want to get their sounds out there. Supporting the local arts means a lot to the Tonyans. Today, Tonyan Coffee Roasters is going strong. They’re open Monday–Saturday, 6 a.m to 8 p.m., and they’ve earned each and every one of their five- star ratings on Yelp, Facebook, and Google “fair” and square. Everything they do is a reflection of their commitment to their community at home and the communities of farmers around the world.
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