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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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COVER CONTINUED ... everything and cancel most marketing, because this business doesn’t need marketing unless it is very cheap or free. You’d literally get better advice from my 11-year-old on running and marketing a business, but that aside, this advice was likely given so the consultant could show a quick and easy win of how much money he saved his new client. Unfortunately, though, when you stop marketing, you may make a little more cash now, but you will ultimately see a swift decline in new customers and a decline in revenue to follow … dumb. You can call into an office and get put on perma- hold or dropped into the phone menu system from hell, instead of getting a person or, at minimum, being offered a callback when it’s your turn in line. I could go on, but the bigger question is, in what areas of your business are you not focused on the customer experience, but instead focused on your own needs? Customer experience also has a massive impact on referrals. If it is difficult to do business with you, then when a customer does refer, they always add in, “This guy is great, but Bertha at the front desk is a nightmare,” or “Expect to wait 20 minutes to be seen.” When someone gives you a referral and adds a “but” at the end of it, followed by a negative comment, do you think people are going to charge in to do business with you? The overall customer experience includes every interaction — from the phones and reception area to the way your office looks, how they are treated, and the results they get. Customer experience and overall satisfaction includes everything in and around your business. If you’re not getting the number of referrals you feel you should be, there is a good chance one problem is customer experience. It’s likely you have other problems, like relationships and trust, but without a good experience, you’ll always be limited on the number of referrals you can get. If we go back to the Steve Jobs quote I paraphrased at the beginning of the article, he said something else profound. Here’s the exact quote: have a referral culture? Are customers loyal to you or just the lowest price? ARE YOU INVESTING IN RELATIONSHIPS? Do you
“The hardest thing is, how does that fit in to a cohesive, larger vision that’s going to allow you to sell 8 billion dollars — 10 billion dollars — of product a year? … [You’ve] got to start with the customer experience and work backward for the technology.”
These are the questions I see so few people asking.
Now, I know many people feel that they are big enough, that they don’t need to grow more and that they are happy with their income. Great, glad for you, but what happens when the next 2008–2011 rolls around? Nearly everyone takes a hit in a recession. Now is the time to invest and grow your savings, offerings, relationships, and customers. It is those who invest now, when times are at least average, who will make it through the next storm. I don’t mean to be all doom and gloom here, but recessions happen every 10–15 years or so, which begs the question: Are you investing in relationships? Do you have a referral culture? Are customers loyal to you or just the lowest price? Is Amazon going to put you out of business because you’re just a commodity? If you’re on the wrong end of any of those answers, now is the time to fix it, when things are good. I believe that it’s the questions you ask that determine the answers you get, so I want to close with two questions I hope you’ll ponder. Everyone says that customers are the priority, but when are your actions going to match the redirect?
–Steve Jobs
This is worth looking at if you’re looking to sell 8 or 10 billion dollars’ worth of product a year.
The video this quote is taken from was filmed in 1997, the first year Steve Jobs was back as CEO of Apple. Steve wasn’t thinking small; he wasn’t thinking about growing sales 5 percent — he wanted to add billions in new sales. Although you and I may not be — or even want to be — in the right companies to add billions in revenue in a single year, far too many of us still don’t think big enough. We think about adding small percentage increases in revenue — 5 percent growth, 10 percent growth. At 5 percent, you’re barely keeping up with inflation and pay raises, and maybe not even keeping up. Are you thinking big enough? Are you pushing yourself? Is that new product or service going to allow you to achieve the growth you desire? How will that product or service affect experience? Are you trying to sell something that people feel should be included in your service?
What change are you going to make today to improve customer experience? The choice is ultimately yours. – Shaun
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BUSINESS HOW TO
WHAT BUSINESS ARE YOU REALLY IN?
users “feel like they’re part of a bigger community — part of something more than just buying razors.”
friends. I help you get your community members to buy more products and services from you that will benefit their lives. My real business is relationship marketing. Sure, I use a newsletter to start and build on that community. We use content to develop relationships and to introduce or remind people of the all the products or services you offer. We run promotions to generate more referrals. We even educate customers on behalf of our clients with the content we create. But ultimately, we want your customer to feel like a member of a community and that they have a relationship with you. This concept of relationship marketing is not an easy sell, but, more and more, you’re seeing even larger companies, billion-dollar brands, implementing this strategy. Back in early 2014, Dollar Shave Club, the subscription razor service that made the amazingly funny viral video titled “Our Blades are F******g Great,” sent a monthly print newsletter, The Bathroom Minutes, to each of its 1.1 million active members. Dollar Shave Club’s senior vice president of marketing, Adam Weber, said, “One of our most important marketing vehicles is our actual box,” which includes their product and print newsletter. The Bathroom Minutes combines editorial content with product updates and company news, and informs and entertains to make the brand’s loyal
I see many people confused about the business they are in. Entrepreneurs feel that their ware or industry defines their business, but is that true? Am I in the newsletter or publishing business? What about the content creation business? After all, we create thousands of pages of content each month. Maybe that is my business. I send this newsletter to over 10,000 people a month. Maybe I’m in the education business. Understanding what business you’re really in and developing products and services to that end is WHAT ALLOWS YOU TO
Aren’t these guys just in the razor business? Why do they add the expense of a newsletter to their packaging? I assure you they don’t get 1.1 million of these printed and inserted for free. It’s simple. They know what business they are in, which is community. With their subscription business model, the name of the game is customer churn and customer lifetime value. Making sure they improved those areas of their business was a priority, so what did they do? 1. They had a solution for people. Good, but inexpensive razors. 2. They created a unique customer experience. They had good packaging and a good welcome email. They sometimes sent out free samples with your order. They included The Bathroom Minutes each month (notice it was not quarterly or bimonthly) with messages from the founder at the start of each issue. Based on their strategy, I’m now wondering if I had a consultation call with them in the early days. They used the customer’s experience to encourage word of mouth and social engagement, which helped build the brand and get them more customers. Finally, the benefit of the customer experience was that they had increased customer lifetime values. Could they track the ROI 100 percent on the extra money they put in the packaging, free samples,
GROW FASTER, MAKE MORE MONEY, AND, ULTIMATELY, SERVE MORE PEOPLE.
The truth of the matter is, I’m not in any of those businesses, nor do I want to be. Those are commodity businesses that can be ripped off and duplicated easily. My real business is helping you build a community and develop relationships, with the goal of bringing more people into your community and helping them want to stay in your community and refer family and
or The Bathroom Minutes? My guess is they couldn’t. But with all the right pieces of the puzzle in place, they ultimately started, and in a few short years sold the company for $1 billion, all cash.
I firmly believe that getting to the right answers starts with asking the right questions, so I ask again, what business are you in? Are you in the commodity business or the relationship business? Do you need people to buy your products or services? Do you want and need referrals or repeat business? Understanding what business you’re really in and developing products and services to that end is what allows you to grow faster, make more money, and, ultimately, serve more people.
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RESOURCE OF THE MONTH
REFERRAL PROGRAM
POST-IT GAME Post-it Plus Turns an Office Staple Into a Robust Collaboration Tool POLISH UP YOUR
EXPERIENCE! SEND US JUST JUST 1 REFERRAL AND GET IN ON THE ULTIMATE TOP GUN
At The Newsletter Pro, we’re the type of people who live and die by the Post-it. The walls of our meeting rooms are adorned with the little notes, meticulously organized to remind and drive us toward our company vision. Step
into our cubicles, and you’re sure to see at least a few sticky notes, reminding us of an important call or to keep our goals top of mind. By now, Post-its are so ingrained in the office environment that they almost seem ancient, but the fact remains that there are few tools that enable a team to brainstorm, collaborate, and stay on task A STELLAR PRO FROM DAY 1 Mandy Legarreta hasn’t been with The Newsletter Pro long, but she’s already made her presence felt. As our marketing manager and head of partnership development, she’s at the tip of the spear when it comes to helping TNP reach new heights. If we’re being honest, we’ve had her on our radar for quite some time, and we’re thrilled that she’s hopped aboard our paper airplane. INTRODUCING MANDY LEGARRETA
I want you to join us in Las Vegas for an adrenaline- packed experience like you've never had before. I’m offering to pay for two nights at a downtown hotel, a networking dinner and drinks, and the opportunity for you to experience the rush of flying a fighter jet in the skies above Las Vegas. Getting in on the trip is as simple as this: Refer just ONE qualified business owner or entrepreneur to The Newsletter Pro, and when they sign up for a custom newsletter package, you'll be on your way to Las Vegas for two days of action-packed fun! If you haven’t joined us as a referral partner yet, take a minute to do so now. Go to our page at thenewsletterpro.com/topgun to register, then refer a friend to our services and join us for the ultimate Top Gun experience in Las Vegas!
together,” she explains, “and we’ll often bring our chocolate Lab, Layla, along with us.” Luke is 13, so he’ll be starting junior high school. How does Mandy feel about it? She laughs, “It’ll be interesting to have a teenage boy in the house for the next few years, but I’m looking forward to watching Luke continue to grow.” Speaking of dogs, one of Mandy’s greatest accomplishments was completing a children’s book called “My First Puppy.” “I had this thought for about 10 years,” she remembers. “I would pick it
“I’ve known Shaun for about 10 years,” Mandy says. “We’ve been friends, and I’ve watched TNP grow into the company it is today.” What made her join the team? “I was at a place in my life where I was looking for a challenge,” she notes, “a place where I could effect change and a company I could believe in.” When she’s not busy contributing to our mission here, you’ll probably find her enjoying the outdoors with her family. “My husband, Miguel, my son, Luke, and I love biking the Boise Greenbelt
– Shaun
See you in the air!
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SUCCESS STORY
more effectively than these humble, 3-by-3-inch pieces of paper.
“The Newsletter Pro hasn’t just made the creation process for my monthly newsletter easy; they’ve made it enjoyable. I love that the newsletter gives me a framework to develop my ideas. Every month, I speak with my writer, they turn my concept into a stellar finished article, and I look it over to ensure my message is relayed. The team at The Newsletter Pro keeps me goal-oriented and deadline- focused, which results in my newsletter arriving consistently in the hands of my readers.
Luckily, the new Post-it Plus app makes the humble sticky note more useful than ever before. The application allows you to capture up to 50 square Post-its at a time with a click of your camera, recognizing the boundaries of each Note so you can save, group, organize, and manipulate your set of Post-its digitally.
After a six-hour think tank with our marketing department, you can bet the walls of our infamous Marketing War Room are covered in Post-its. As we spitball ideas and initiatives, they amass on the wall, and by the end of the meeting they become an intricate grid of carefully organized notes. With the Post-it Plus App, we can take a picture of this meticulous mess and digitize every scrap of information we gathered. Once the notes are uploaded, we can share them throughout the team, accessing the data, organizing, and collaborating from any Apple device. The physical Post-its might be lost or moved, but the app keeps them as a digital record to reference at any time. It’s become a staple of our office that we use to refer back to during follow-up meetings, which keeps us from wasting time reconstructing old ideas.
“The finished product keeps my face in front of my clients, and the quality is nothing short of professional. I get great feedback from the people on my mailing list. Even little details like the recipes that are included have become big hits. Once, I even had a mail carrier find me through delivering a copy of the newsletter. He had seen a television ad I put out but couldn’t remember my name. When he saw the newsletter, he gave me a call and became a client. “As a bankruptcy attorney, it can be difficult to find marketing that works. With The Newsletter Pro, I’ve hit upon a winning formula.” – Eric Kornblum, The Law Offices of Eric Kornblum
Unlike when you take a regular photo of your Post-it array, Post-it Plus will keep your notes easy to read and organized just the way you want them. The app even supports PowerPoint, Excel, Dropbox, .pdf format, and dozens of other staple programs.
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Post-it Plus is every Post-it acolyte’s dream, maintaining the simplicity of your favorite sticky notes while offering a whole slew of additional features. Look it up on the Apple App Store. It will take your Post-it note organization to a whole new level!
up and put it down. When I finally saw it through, it was an amazing feeling to know that I did it.” Given Mandy’s background in education, you won’t be surprised to know the book isn’t just a fun story. It also teaches children the responsibilities of caring for a pet. In all aspects of her life, Mandy takes nothing for granted and lives life to the fullest. She always has another adventure on the horizon. The next big one? A trip to Italy with her mother and aunts, where she’ll be eating food and sipping wine. We hope she has an incredible trip, as long as she doesn’t forget about us!
Have You Heard the Good News?
Colossians 2:8 — See to it that no one takes you captive by philosophy and empty deceit, according to human tradition, according to the elemental spirits of the world, and not according to Christ. Matthew 11:29 — Take my yoke upon you, and learn from me, for I am gentle and lowly in heart, and you will find rest for your souls. Romans 8:28 — And we know that for those who love God all things work together for good, for those who are called according to His purpose.
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MARKETING TOOLBOX WHY PRINT NEWSLETTERS STILL WORK IN A DIGITAL AGE REVENGE OF PRINT:
Another plus for print newsletters is that they allow you to sell in a vacuum, one to one. Plus, with print, you have far fewer distractions when compared to reading content online. When you have someone’s attention and can spend enough time with that person, you start to build a relationship with them. All of us prefer to do business with people we know, like, and trust, but getting enough time with someone to build that relationship is very difficult with online media. When your newsletter shows up in someone’s home or office and they spend time reading about you and your company, you are laying that foundation of trust. When nurtured and properly promoted, that trust can and will lead to more referrals, decreased customer churn, and a higher customer lifetime value — benefits that make print newsletters superior to email newsletters. relationships with prospects. So few businesses even think about a prospect if they don’t buy in the first few hours, days, or weeks, and that is a massive mistake. In my company’s case, last year alone we added $1.2 million in new revenue from leads that originally found us more than 12 months prior. Ultimately, customers are ready to buy when they’re ready to buy, not when you’re ready to sell to them. ONE FINAL THOUGHT: The media likes to pit print and digital against each other. Which one is going to win in a fight to the death? If you want to know the truth — if you really want to see your company grow — your marketing strategy should include a mix of both print and digital marketing. Add a print newsletter, do some direct mail, add a bit of Facebook advertising and AdWords Ads; drive online leads offline and offline leads online. The truth is, smart marketers play in both online and offline worlds to grow their business and their bottom line. An often-overlooked opportunity that print newsletters provide is their ability to build
businesses all over the country. And despite the shift toward digital, we made Inc. Magazine’s 500 fastest- growing companies list in both 2015 and 2016. WHY PRINT NEWSLETTERS WORK One of the most important metrics all the big companies track is time on page or time in store. Long ago, companies realized that the more time you spend in their store, the more money you spend in their store. It is one reason Costco sells hot dogs and a soda for $1.50. It increases the time in store, and, in some cases, actually gets you into the store in the first place. the more likely they are to buy from you or refer business to you. When done correctly, a print newsletter gives you nonthreating media that you own and control —media that allows both prospects and customers to spend an extended period of time with you, your brand, and your products or services. In today’s world, getting someone’s attention is the most valuable commodity there is. On any given day, a person spends an average of 30 minutes reading their mail. Compare that to the average lifespan of an email, which is only 11.1 seconds. The same is true for your marketing. The more time someone spends with your marketing or salesperson,
Have you ever wondered if direct mail still works for companies today? Or why companies spend billions of dollars annually on direct mail? If you could send an online newsletter, why would anyone send a print one? From everything we hear on the news, you’d think direct mail, newsletters, and all offline advertising, for that matter, is dead or dying. According to the media, soon we will all live in a digital-only world and order everything from Amazon.com, never having to leave our houses for purchases again. Unfortunately, like with most things, the media has it all wrong. The idea that we’re going to buy everything online any day now is dead wrong. All online purchases in 2016 only accounted for approximately 8 percent of all sales made in the U.S. That’s not insignificant, but retail stores aren’t going the way of the dinosaur in the next 24 months, either. In 1888, when Sears first started sending out catalogs, they thought they’d kill retail shopping, too. But as we know, that’s not how it went. Let’s drill down a bit and look at one channel that I happen to be very familiar with — print newsletters. My company, The Newsletter Pro, sends out millions of print newsletters annually for
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rather a cheap imitation. There had to be a better way, they thought, and so they went about finding it. With the help of Mary’s German translation skills, Lloyd realized he could order axes directly from Austria at the cost of only $3.50 per unit. Mary and Lloyd quickly ordered axes for their friends, and two years later, they founded REI as a consumer cooperative to help lower costs for fellow climbers. By the end of 1938, REI had 82 members sharing profits equally. Their goal wasn’t to become one of America’s largest retailers, but that’s what eventually happened. And it all started with one crummy axe.
Many entrepreneurs experience what’s called a light-bulb moment — that moment when they recognize a gap in the market. This realization often comes about when they experience trouble finding something they want and know others must share a similar need. That was certainly the case for Lloyd and Mary Anderson, the couple that founded Recreational Equipment Inc., better known as REI. In 1936, the Andersons, both avid climbers, bought an ice axe from a Seattle ski shop. It was $12 — more than a day’s wages for Lloyd — and it broke the first time he used it. The Andersons realized it wasn’t the Austrian axe it was marketed as, but
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or sell budget gear alongside their high-quality offerings. Instead, they’ve remained steadfast to the vision the Andersons started, and it’s paid off. Today, people identify REI based on their sterling values as much as they do for their sterling axes. As a business gets off the ground, it can be easy to chase the next big thing. A lot of entrepreneurs suffer from “shiny object syndrome,” losing sight of their original mission in the process. This strategy may work for a while, but odds are it will catch up with you. Sure, your goals will expand over time, but they should align with your original lightbulb moment. There’s an old saying in business that goes, “Niches make riches.” It’s as true today as it ever was. Like a climber scaling a tricky mountain, you need to find your foothold in business. From there, the sky’s the limit.
Every year since 1998, Fortune Magazine has named REI one of the “100 Best Companies to Work for” in America. Their focus on offering the utmost quality hasn’t gone anywhere, either. REI backs all of its products with a 100 percent satisfaction guarantee.
REI opened its first retail store in 1944. Now, as of 2017, there are 154 stores, generating over $2 billion in
revenue. Though they started as climbing specialists, the brand grew to meet the needs of outdoor adventurers of all stripes. Whether you’re a hardcore kayaker or simply someone who enjoys a casual hike, REI has you covered. While their scope has widened since their humble beginnings, the values of the company have stayed remarkably consistent. REI still holds firm to the ideals of its founders. The company is now the nation’s largest consumer cooperative,
There are two lessons that every business owner can take from this incredible story: your values. As the popularity of REI exploded, it would’ve been easy for them to transition to a
One, meet a need, and two, stick to
with over 2 million members. In addition, REI wears its values on its sleeve, contributing millions of dollars each year to wilderness conservation.
shareholder model
BOOK REVIEW
How the Influence of One Coach Transformed the Lives of 11 Individuals Success From ‘Working in Sync’
In that search, one thing became clear. Though each of the 11 had forged their own path to success, each individual credited Mitchell’s coaching as the foundation for that future success. In “Working in Sync” you have unparalleled access to that coaching. Almost as good as being under the wing of Mitchell himself, the insight in “Working in Sync” is inspiring. Through each of the 11 stories, you are left with many of the same lessons Mitchell imparted to his former rowing crew. The best thing? You can take these lessons and apply them here and now. Reading through “Working in Sync,” it quickly becomes apparent how strong Mitchell’s foundation for working as a team is. It doesn’t matter what industry you’re in or who you serve — there is something for everyone, for every leader. Whether you’ve led a team since 1986, or you’ve just had your first meeting as a leader in your organization, this is one book you don’t want to miss.
Meet Whit Mitchell, a renowned executive coach and expert on team dynamics. Mitchell has spent 30-plus years working with a vast number of businesses, from startups to Fortune 500 companies. He has worked with executives, athletes, and goal-oriented individuals to help them overcome the challenges that come with a team-based environment. Mitchell served as the coach of the Class of 1986 Dartmouth Crew. Some 25 years later, Mitchell reconnected with 11 members of his rowing team — 11 people who, since 1986, had become highly successful individuals and professionals. It was at this time in 2011 that Mitchell started piecing together “Working in Sync: How Eleven Dartmouth Athletes Propelled Their College Sports Experience into Professional Excellence.” Mitchell spent significant one-on-one time with each of the 11 in search of insight into their success after graduating from Dartmouth College.
You are a member of a team. It may be a small, close-knit team, or it may be a team of dozens or more. However, you aren’t just a member of this team. You are a leader. You set the stage for the day, the week, the month, and beyond. Your team looks to you for insight and guidance. They rely on you. But are you the best leader you can be? Are you the most effective leader? Are you a leader who lays down the foundation for the future success of the individuals on your team?
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