The Newsletter Pro - September 2017

#343 in the 2016 INC. 500 | #120 in the 2015 INC. 500 | 2014 Marketer of the Year | 24K Club Winner

09.17 208.297.5700 www.thenewsletterpro.com

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INSIDE THIS ISSUE:

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What Business Are You Really In? Send Us Just 1 Referral and Get in on the Ultimate Top Gun Experience! Polish Up Your Post-it Game Spotlight on Mandy Legarreta

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Revenge of Print: Why Print Newsletters Still Work in a Digital Age

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Find Your Foothold

Success From ‘Working in Sync’

YOUR BUSINESS RISES AND FALLS ON CUSTOMER EXPERIENCE

I recently got a nine-hour window for the cable company to come by and fix a problem with their outside wiring. They don’t care about customer experience — socialism and monopolies will do that to you. The cable company’s idea of a good experience is to have the driver call you from a blocked number 20 minutes before they arrive, and if you don’t answer or can’t make it within the 20 minutes, your appointment has to be rescheduled. Crazy. I have an ex-client right now who hired a new consultant (and as a side note, be careful who you hire and take advice from, because many consultants have no clue what they are talking about), and this “consultant’s” advice was to go all digital on

needed to know most, which was how the customer experience was going to be.

To paraphrase something Steve Jobs once said, you have to start with the customer experience and work backward to the technology if you’re looking to sell 8 billion or 10 billion dollars’ worth of product a year. Most people reading this are not reading it on an iPad, nor are they in the technology business, but that statement is profound and can be so impactful in ALL of our businesses, with a few minor tweaks. Long ago, when I was just starting my first few businesses, I would spend dozens of hours dreaming about the business, how it would operate, and how we’d turn a profit. I would plan out marketing and sales, the layout of the building I needed, our hours of operation, and everything I needed to start and run this new business — except the one thing I

In the past, I didn’t plot about how easy a process would be for customers, but rather how efficient it would be for my team or myself. I didn’t worry about building a relationship with customers because I thought I was the best at my trade, so of course, they’d come back and do business with me. I didn’t put real effort into referrals, because, again, I was the best, so of course, customers would refer others to me. Even my marketing was somewhat focused on me instead of the customer. If you take a second and look at businesses around you, you’ll see this is exactly how virtually all of them operate. Here are a few easy examples.

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CHANGING THE WAY SMALL BUSINESSES GROW.

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