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“SO MUCH HAS CHANGED, AND PEOPLE ARE VERY OPEN TO RECONSIDERING THINGS THEY PREVIOUSLY DECLINED.”
magazines (something we’ve been working on for clients more and more this year), podcasts, and digital or print newsletters. There are many more ways, but you get the idea. One of the benefits of entertaining customers and prospects is that you start to build relationships with them, and those relationships can be game-changers for your business. GET MORE PARTNERS . Businesses are more willing to work together right now for the greater good and maybe even the survival of one or both companies. This means there are opportunities for partnerships that may not have been available at the start of the year. Did the company you really wanted to partner with in the past turn you down? They could easily say “yes” to that partnership today. All you have to do is ask. So much has changed, and people are very open to reconsidering things they previously declined. I had one coaching client that got rejected on a three-year deal worth over $4 million earlier in the year. In July, I told him to try again, and he landed the account. The answer is surely going to be “no” if you don’t ask. Many times, it is easy to get stuck in sell, sell, sell mode. While selling needs to happen, don’t forget that you have to entertain, nurture, educate, market, and get distribution to and consumption from both your customers and prospects if you really want to win and see massive success and growth. One of the reasons newsletters, specifically print newsletters, are still viable and relevant in 2020 is that they are one of the few types of media that touch all of the above points. Maybe even more importantly, they have the ability to get into nearly 100% of your prospects’ and customers’ hands. Once the newsletter has been distributed, your prospects and clients are likely to open consume
the content because of the systems we have developed. This distribution and consumption are why newsletters are powerful. If you really want a newsletter to work like it is on steroids, once you have distribution and consumption, use the newsletter to get people to like and join your other media channels or groups. By using an item that has a near-100% distribution rate to fill your other media channels and groups, you have the ability to drastically increase prospect conversation rates, upsell rates, referral rates, and customer retention rates because each and every customer or prospect is being touched by your business multiple times a month across multiple platforms. And since you’re entertaining, educating, and of course, making offers to help them solve their problems, the customers and prospects are happy to consume it all and even share it with friends. –Shaun P.S. If you want help with a newsletter, hit me up by scanning the QR code on this page. You’ll be taken to a scheduling page to get an appointment with my team. Or, simply go to NewsletterPro.com/ schedule and choose a time that works best for you.
There isn’t a one-size-fits-all answer, but let me share a few ideas. BUILD A TRIBE. As I said, people naturally lean toward this, but right now, people are even more inclined to join groups or membership programs. I’ve even seen a larger push from traditional businesses into a hybrid- continuity model as the pandemic has gotten people to rethink their business models. How can you gather people up and place them into a group they feel comfortable with? What common interests or objectives do your customers and prospects have? ENTERTAIN YOUR CUSTOMERS AND PROSPECTS. This has always been important, but it’s especially important right now because so many entertainment options are gone. John Krasinski, who you’ll likely know as Jim from the TV show “The Office,” started a YouTube channel on March 29, 2020, with a news program called “Some Good News With John Krasinski.” As I write this, the first show has over 18 million views. Since people are paying more attention, now is a great time to provide entertainment. You don’t need to start a YouTube channel to do this. In fact, depending on your business, that may not be the right media, but there are plenty of ways to entertain and educate your customers and prospects. A few that come to mind are niche
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