The Newsletter Pro April 2018

#343 in the 2016 INC. 500 | #120 in the 2015 INC. 500 | 2016 & 2017 Best Place to Work in Idaho | Marketer of the Year | 24K Club Winner

04.18 208.297.5700 www.thenewsletterpro.com

As Seen On:

INSIDE THIS ISSUE:

PAGE 3 PAGE 4

Build Deep Moats and Tall Walls

What the Bruce Law Firm Has to Say About Us Down-and-Dirty Email Copy Critique and Tips ‘Thinking in Bets’ Will Improve Your Decision-Making Skills Today PAGE 6 An App Worth a Thousand Typos PAGE 7 Meet Amber Barrett PAGE 8 Sam Calagione: The Most Interesting Man in the Beer Business

TRANSFORM MORE LEADS INTO PROSPECTS ULTIMATELY BUYERS &

So, What’s the Answer? That depends — doesn’t it always? You will get a better response if you send daily emails, as long as you can add value and keep them interesting. If you can’t, you will have a bunch of pissed off prospects. Let’s break down the options. Daily: Do prospects really want 365 emails from you per year? Are you a disciplined writer who produces engaging content? If you are, you can do well with this approach. If not, this option should be avoided. Personally, daily is a bit much for me, and I will unsubscribe even from things I’m interested in with daily emails, but I have heard of them working for other audiences, so it may be worth a test for you.

Weekly: In my opinion, this isn’t frequent enough. Unless all you’re doing is sending offer emails, this just isn’t going to move the needle for a prospect unless they are hot. Furthermore, it will be difficult to get someone excited about your products and services if you mail weekly, because even if they do gain interest, nearly all of that excitement will have evaporated within seven days. Monthly: This is crazy. Right now, it takes 16 touches for someone to even be aware of you. So, unless you want to wait years to make a sale, this is not a smart option. Don’t do it. For most businesses, none of the above strategies will be good enough. Continued on page 2 ...

At the end of January this year, I gave a presentation on growing your business to a room of more than 200 entrepreneurs. I laid out marketing tactics for getting more leads to convert to prospects and prospects to buyers. Let’s look at one of those tactics in this article so you can swipe it, deploy it, and grow sales in your own business. What to Do With Leads Once You Have Them There is a lot of noise about when to email and how often you should contact a prospect or client. Emails are yielding fewer and fewer results today, so some people advise sending daily emails to get the same results you previously got a few years ago. Others advise sending weekly emails, and a few people think once per month is the right number.

1

www.thenewsletterpro.com

CHANGING THE WAY SMALL BUSINESSES GROW.

208.297.5700

COVER CONTINUED ... Here Is What We Do at TNP

facts, so the prospect has the info they need to make a logical decision. In the “fear” section, we talk about how things may go bad if they don’t take action, and we talk about the loss of bonuses or other items of value for not responding. What Do You Do When They Don’t Respond?

mad because they’re receiving the same stuff. Nothing could be further from the truth for 99.7 percent of prospects. The reality is that most people aren’t even paying attention to you, especially via email. Even if the prospect did opt-in, it’s unlikely they consumed the lead magnet and all the emails. If they were fully engaged, wouldn’t they have bought from you already? Let’s look at it from this angle: How many times have you downloaded a report, MP3, or webinar without watching, listening to, or reading any of it. Or maybe you started it and didn’t finish it. This is a common practice for most people. If they don’t buy when you have a product or service that can help them, you have to assume they simply aren’t paying attention. Plus, I have seen people watch three webinars, open every email, and get my newsletter for a year before they decided to buy. At the end of the day, people are ready to buy when they’re ready to buy — not when you’re ready to sell to them. This is why you need a solid online and offline follow-up strategy. Bonus Tip: If you really want to crush more sales, take everything I just shared with you and add in a print newsletter. Don’t just send it to customers; send it to prospects, too, and use an FSI (free-standing insert) for prospects to support the offers made in the emails.

We mail in 45- to 60-day cycles about two to three times per week for promo-based emails. In addition, we send whole-list emails, like our Weekend Reading email, which hits every Friday afternoon, and our HTML newsletter sent the first of every month. We’ve found in the B2B space that this frequency is just right. We average about 0.5 percent opt-out per month, but that’s on 50,000 emails sent. HowWe Structure Our Prospect Emails

Most of your prospects simply won’t respond, which sucks. So, what do you do?

Once the first email cycle has been completed and no action has been taken, we give a small break in the emails (typically one week). Then, we drop the prospect into a new lead generation campaign and attempt to have them opt-in for new information to re-engage with us. During the re-engagement campaign, we provide additional value and run the “gain, logic, fear” campaign again based on those emails and that lead magnet’s offer. Once you’ve created four to six of these campaigns, you can simply cycle prospects through them. This will allow you to educate and provide value at the same time, which has the added benefit of building trust if prospects read and engage with the emails. Trust is a must for any sale to happen.

Of course, the next question follows logically:

Still not sure any of this will work? This morning, I got an email, and this email is what inspired me to write this article. Here is the email from Stephanie Holmes of

What Do You Do When Someone Has Completed All of Your Campaigns? This is where people get stuck the most, but let me share what we do. (And it totally works.) We simply start the campaigns over and offer to let them opt-in again, even for the same lead magnets they already opted-in for. Sometimes, when I share this idea of restarting the campaigns, people think the prospects are going to be

An example of our monthly HTML newsletter

TheMoneyFinder.ca. On a side note, if you’re a financial adviser in the United States or Canada, you need to know Stephanie.

During this email cycle, we typically use a “gain, logic, fear” sequence — in that order. For example, if this were a “gain” section, we would talk about all the benefits of taking action and how the prospect’s life or business would be positively affected by taking action. We may send five or eight emails in the “gain” section. In the “logic” section, we talk numbers, stats, and “ The reality is that most people aren’t even paying attention to you, ESPECIALLY VIA EMAIL.”

Hey Shaun,

Just wanted to send you a little thank-you! We’ve been using a lot of what you shared at the last

Momentum. We’re running a 45-day everyday campaign with a pattern of gain-logic-fear ... and it’s working! We put nearly 3,000 people into it. We’re at day 12 ... ZERO unsubscribes, a ton of opens, new free trials, and conversion!

You had some great advice to share at Momentum, and I just wanted to say

Continued on page 3 ...

2

www.thenewsletterpro.com

CHANGING THE WAY SMALL BUSINESSES GROW.

208.297.5700

COVER CONTINUED ...

say thank you and tell you we’re having some good results so far.

This is a simple idea that you can have up and running in short order. Even if you’re not the best copywriter, who cares? Done always trumps perfect, because perfect never seems to come.

prospects and convert more of them to customers? Wouldn’t this be worth a day of your time?

–Steph

–Shaun

You want to know the real lesson from this email? Stephanie sent this to me three weeks to the day after I gave this presentation. She didn’t wait six months to try something — she was on it that weekend, and in just nine days, she had kicked off the campaign. Can you imagine how much larger your business would be if, starting now, you took action and completed one idea per month? Even if two-thirds failed, how much better off would you be with one-third of the ideas working and bringing in more business? FYI, though, if two-thirds of the ideas you’re implementing are failing, we need to talk about either how you’re implementing or where you’re getting your information. But those will have to be conversations for another time.

Here is a list of the items you’ll need to run this campaign:

P.S. If you need help with email copy, one of the other articles in this newsletter is a critique of some email copy I recently received, so make sure you check out that article.

• • •

One lead magnet (you may already have this)

15–20 emails

One editor (outsource this so you don’t have bad grammar in your emails) 30 minutes to load the emails into your CRM (you can outsource this, as well) One landing page and copy (don’t forget to also edit this) One newsletter (schedule a chat with my team at NewsletterPro.com/schedule to see how to get a newsletter set up for your business)

P.P.S. Do you want to scale up your business? I have a few more spots in my mastermind group. If you’re running a million-dollar business and want my help in both a group and one-on-one setting, go to NewsletterPro.com/apply and get the details to see if the group is a fit for you.

The good news is this is a four- or five-hour task, tops. What if you could get more engagement from

QUICK BUSINESS TIP

WALLS TO THRIVE

BUILD

&

MOATS

In 2001, Apple did something crazy: They started opening retail stores. At the time, the critics called them out-of-touch and gave them a tongue-lashing for entering a dying sector. Everyone knew that the world was going digital, and pretty soon, the retail store was going to be a dinosaur that our kids would only experience via virtual reality. But once again, the media was wrong. Apple has created one of the most profitable retail spaces ever. They currently operate 501 stores around the world and are seen as one of the most valuable anchors a retail space can have. On average, all Apple stores

combined get over 1 million visitors per day and average $5,546 in sales per square foot. To put that into perspective, Tiffany’s and Co. has only $2,951 in sales per square foot, and lululemon has $1,560 in sales per square foot. While Samsung — Apple’s main competitor — has 23.3 percent of the overall smartphone market share, compared to Apple’s 14.7 percent share of the market, Apple remains the world’s most profitable company. This is largely due to their retail presence. You see, what everyone missed (including Samsung) is that brick and mortar isn’t dying. It’s the middle class that is dying. Brick and mortar is thriving in the low-income and affluent markets.

easy; if Samsung wanted to compete, it would take a decade or more to gain traction.

What does all of this have to do with you?

You want to create your own barriers to entry, dig your own moats, and build tall walls. You want to find opportunities to build loyalty and repeat business. One way for a small business to do this is with media. When you own media — not rented or borrowed, but owned — you can use it to begin digging a moat and building tall walls. You can create loyalty and make sure customers come back again and again without ever giving the competition another glance. Like Apple, it takes time to build this, but you need to start soon. Like the old saying goes, “When is the best time to plant a tree? 10 years ago. When is the second-best time to plant a tree? Today.” Want help with an owned-media strategy that works? Schedule a call with a Pro today at NewsletterPro.com/schedule. –Shaun

These brand-building, profit- generating Apple stores create a massive barrier to entry — a moat and tall walls, in a sense — that allows Apple to thrive and build brand loyalty, as well as have a relationship with customers like no other. Opening 500-plus stores isn’t

3

www.thenewsletterpro.com

CHANGING THE WAY SMALL BUSINESSES GROW.

208.297.5700

MARKETING HOW-TO

CLIENT SUCCESS

FIRM GROWTH WITH DIRECT MAIL

As a divorce attorney, Chris Bruce works with people going through challenging situations, so he’s happy to leave one part of his business up to the Pros. Since starting his newsletter last year, Chris’ firm has grown. He is so excited about how well direct mail is working for him that he’s been telling others about us. “I appreciate the work my team at The Newsletter Pro does, because they make it very easy for me. It’s an awesome company. I wish I could make other aspects of my business as stress-free as my newsletter! “I hear from so many clients and other attorneys who comment on the newsletter. They feel like they’re keeping up with me, even though I haven’t been able to be in touch with them personally. I’m staying top of mind for people who help my business grow. “The thing that’s been most impressive to me — in addition to the great writing — is that I was told during our initial call that it would require an hour of my time each month. That initial promise has been spot on. The results I get from that hour are far more than anything I could expect to get with my other business promotions, marketing, and subsistence activities put together. “I’ve told other companies and friends who are business owners that it is absolutely worth it.”

Some people simply don’t like to write copy. I get it — writing is not easy, and when you first start out, it can be downright frustrating. Below is a copy of a sales email I got and my rewrite of it. Email Copy Critique and Tips DOWN-AND-DIRTY

Here is the original email I got.

Hi Friend,

There are times in a person’s life when they react differently to things. Times like Valentine’s Day, Easter, and Christmas apply to people in general, and they’re good times to get higher response rates by making offers that relate.

OUR BOOKSHELF

ANNIE DUKE’S ‘THINKING IN BETS’ Is the New Handbook on Risk Assessment Annie Duke may be a world-class poker player, but “Thinking in Bets: Making Smarter Decisions When You Don’t Have All the Facts” is by no means a book that’s going to teach you what to do at the tables. Instead, it’s a risk assessment guide that will benefit businesses of all sizes. In addition to winning millions (no joke!) at poker, Duke has studied at the University of Pennsylvania and consulted for numerous businesses. Her decision-making skills have been tested under the highest stakes, both in the boardroom and the poker room. When you think about it, poker is a perfect metaphor for the process of making business decisions. No matter how much information you gather, you’ll never know what your opponent is holding until the hand is over. The same goes for venturing into a new business practice or endeavor. You might be able to limit uncertainty, but you’ll never be able to get rid of it entirely. “Thinking in bets starts with recognizing that there are exactly two things that determine how our lives turn out: the quality of our decisions and luck,” Duke writes. She argues that we are prone to minimizing the effect luck has on outcomes. When something goes wrong, it’s because we made

– Christopher Bruce Bruce Law

4

www.thenewsletterpro.com

CHANGING THE WAY SMALL BUSINESSES GROW.

208.297.5700

But there are special personal times in someone’s life, and they too are good times to market to an individual. At Moving Targets, we’ve been specializing in two of those times for over 25 years ... when people move and when they’re having a birthday. Most businesses miss those marketing opportunities because it’s not easy to make it happen. You need the data, you need the message, and you need to deliver it at just the right time. In today’s sophisticated world, using personalized one-to-one marketing can bring you outstanding results. If you think your business can benefit by reaching the new people who move into your neighborhood or those having birthdays, you should look at what we can do for you. Simply click here to check us out. If you like what you see, let me know, and I’ll help you get started.

Hi Shaun,

been providing proven, done-for-you new mover and birthday campaigns for businesses just like yours for 25 years. I have some winning campaigns I can share with you about how this kind of one-to-one event-based marketing can help you grow your business. Let’s find a time to chat, and I’ll go over them with you. Click on this link here to schedule a call on my calendar for a short strategy session, and I’ll show you a simple, proven way for you to get more new customers for your business.

Have you ever noticed there are times in a person’s life when they react differently than they normally would? For example, Valentine’s Day, Easter, or Christmas. Tailoring your marketing message during these times is a good way to get a higher response rate, despite what others may have told you about marketing over holidays. Many of us celebrate the major holidays, but individually, we all have special occasions. What if you could target a message to a prospective customer’s specific special time? Two of the best special times to send a targeted message to someone are shortly after they’ve moved and for their birthday. But that level of targeting is sometimes easier said than done. Most businesses miss these opportunities because they don’t have the data on when these events are happening or proven campaigns that get results, and frankly, it is costing them a small fortune. Good news, though — having a targeted campaign surrounding special events doesn’t have to be difficult. Here at Moving Targets, we have

Talk to you soon, Jenna

P.S. During the strategy, you’ll walk away with no fewer than three killer ideas to grow your business, so don’t miss out on another set of new movers or birthdays. Schedule a call today.

Hopefully you can see that my email is much more likely to get a response simply based on the copy

Thanks, Jenna

changes. Let me point out a few of the major changes I made.

This email is all wrong. Here are my edits below, and after that, I will point out a few tips you can use to make your emails better.

Continued on page 6 ...

Have You Heard the Good News?

Matthew 5:16 - Let your light so shine before men, that they may see your good works, and glorify your Father which is in heaven. Luke 6:27 - But I say unto you which hear, love your enemies, do good to them which hate you. James 1:5 - If any of you lacks wisdom, you should ask God, who gives generously to all without finding fault, and it will be given to you. Matthew 17:20 - And He said to them, “Because of the littleness of your faith; for truly I say to you, if you have faith the size of a mustard seed, you will say to this mountain, ‘Move from here to there,’ and it will move; and nothing will be impossible to you.”

a bad choice. But that’s not always the case. Sometimes, you make the best decision given the information at hand, and the result still isn’t what you wanted. Instead of thinking this way, Duke recommends focusing on your decision-making process and accounting for luck, rather than ignoring it. After all, if you aren’t willing to risk a bad outcome, you’ll never take the risks needed to

grow your business. As the old saying goes, “nothing ventured, nothing gained.”

When somebody puts $1,000 dollars on the table and you have a 90 percent chance of collecting it, is that 10 percent going to scare you away? If so, you might want to read “Thinking in Bets” and reassess your decision- making process. After all, the life of your company depends on the decisions you make.

5

www.thenewsletterpro.com

CHANGING THE WAY SMALL BUSINESSES GROW.

208.297.5700

MARKETING HOW-TO CONTINUED ...

1 2 3

Your copy should speak to one person, not a group of people.

CTA, or it may be more copy, but either way, you need to solve the problem for them. In advanced copy, you might not solve the problem until later, but that’s not what was going on here. Make an offer. This is likely the largest mistake. Her “offer” simply said to go to her website, and that’s no offer at all. Assume the sale in the close. “Talk to you soon,” is at least a small assumption of a close. I’m sure there are other points my copywriting friends could share with us to improve both her copy and mine, but I am 100 percent confident my copy would get some appointments, and I’m 99 percent sure her copy won’t get any appointments. Have a P.S. Most people read the P.S.

Copy doesn’t have to be hard. Think of how you’d talk to a prospect if they were sitting in front of you, and write just like that. Hopefully, this critique and the above tips are helpful. –Shaun

Provide good information that is useful and interesting to the reader.

7

Make sure each sentence adds value to the message and goal of the piece you’re writing. Some of the sentences in her email served no purpose. Move the prospect through a journey so that the logical conclusion is to take your CTA (call to action).

8

4

9

5 6

Get the prospect thinking about the future and what could be.

When you acknowledge a problem (as she did, with the difficulty of targeting new movers and birthday mailers), make sure you give the reader a clear solution to the problem. That solution may be your

RESOURCE OF THE MONTH

An App Worth a Thousand Typos WRITE WITH GRAMMARLY

Sometimes, even the Pros need a helping hand. While our team is chock-full of talented writers and editors, that doesn’t mean we’re above using spell check or riddling the AP Stylebook with bookmarks. These tools are invaluable to our work, which is why we’re excited to feature a powerful little app that writers can add to their arsenal: Grammarly. Grammarly is a web extension that integrates with your browser and functions as your personal editor. From spelling and grammar to word economy, the app will catch mistakes and make suggestions as you write. Whether you’re writing an email, a blog post, or even a tweet, Grammarly will ensure you always put your best foot forward. Now, to some, this may sound intrusive. No one likes a backseat writer, after all. Grammarly avoids this in two ways. First, its intuitive user interface provides instant feedback without feeling invasive. Suggestions fade into view as you write and move along with you, so there’s no need to be concerned about breaking your writing flow. Second, you can

make Grammarly as astute as you need it to be. You can dial it down to a simple spell check, or you can have it meticulously check your documents for passive voice and word repetitions. As the leaders in the newsletter business, we know the power of the written word. Grammatical mistakes and stylistic missteps can easily bruise your brand’s image, whether in a newsletter or on a social media post. Solid editing makes the difference between writing “affectively” and writing “effectively.” That’s why The Newsletter Pro puts everything we print for our clients through a rigorous review process. Unfortunately, few individuals and companies have access to a team of expert editors to optimize every single thing they write on the web. Even if you do have an expansive content team in your own marketing department, chances are you don’t run every post, tweet, or email past them before you hit send. That’s the value of Grammarly — consistency.

If you want to ensure your social media persona conforms to your standards for print materials, or if you want to make sure your whole team writes at their absolute best, Grammarly is right for you. Put this tool in your digital kit, and you’ll be writing like a Pro in no time.

6

www.thenewsletterpro.com

CHANGING THE WAY SMALL BUSINESSES GROW.

208.297.5700

THE LAST FRONTIER TO THE GEM STATE

Amber Barrett Inspires Excellence The state of Idaho, where The Newsletter Pro headquarters is located, has been experiencing a

personality and dedication to quality made it seem like she’d been in our office for years. With her prior experience, she’s more than capable of tackling any problem. Thanks to her incredible leadership qualities, it wasn’t long before Amber stepped into the lead position for our Green Team, much to the delight of her fellow Pros. In addition to her leadership skills, Amber has a whimsical streak in her personality. She’s the first to take up arms in an office Nerf war. And ask her about how she won the office costume contest last Halloween by embracing her inner Buddy the Elf, Will Ferrell’s character from the movie “Elf.” She took the contest to a whole new

period of rapid growth. Professionals from all over the country are eager to call the Gem State home. This is great for us, because it means we have the opportunity to bring talented new people from across the nation to our team, like Amber Barrett, Green Team lead, who hails from the untamed wilds of Alaska. “I moved down to Idaho with my husband, daughter, and son to be closer to my family in the area. I have two sisters, a brother, and 11 nieces and nephews down here! I definitely miss my family who are still up in Alaska, as well as the amazing natural views — nothing can beat the northern lights. But I don’t miss the minus-6-degree weather and 60 mph winds that steal your will to live. This last winter in Idaho was like an Alaskan summer.”

We are lucky to have built a team full of strong, capable people, and Amber is the sort of talent who inspires others to be the best versions of themselves. She perfectly captures The Newsletter Pro’s core value of “Work Hard and Take Fun Seriously.” Alaska may have the northern lights, but here at the office, we’d rather have Amber Barrett any day of the week!

Amber joined us as a project manager in the fall of 2017, and since then, we often find ourselves asking, “How did we go without her for so long?” After just a few weeks, Amber’s golden

level with fluffy snowballs, Buddy’s candy concoction, and North Pole decorations for her team’s cubicles.

KEEP UP with our

BEST BLOGS

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: What ‘Top Gun’ Can Teach You About Referrals NewsletterPro.com/top-gun-campaign Make The Jump Into Hyper- Targeted Local Marketing NewsletterPro.com/target-local-marketing

A Chat With Shaun Buck NewsletterPro.com/chat-with-our-ceo

The 4 Things Every CEO Needs To Continue Driving Growth NewsletterPro.com/4-things-driving-growth

7

www.thenewsletterpro.com

CHANGING THE WAY SMALL BUSINESSES GROW.

208.297.5700

208.297.5700 391 N Ancestor Pl, Boise, ID 83704 Keep up with our latest office news, blogs, and promos at www.thenewsletterpro.com!

BUSINESS PROFILE

SHATTERING THE MOLD OF AN INDUSTRY How Dogfish Head Brewery Went From a Basement in Delaware to Your Fridge

If you request a Midas Touch at a bar, you’re not ordering a specialty drink or the kind of beverage you’d have on a girls’ night out. No, this beer is based on a recipe found in a 2,700-year-old drinking vessel from the tomb of King Midas. This is one of the many unique, award-winning beers Dogfish Head Brewery distributes every year. “A liquid time capsule” is how CEO Sam Calagione describes his company’s most awarded beer. It’s an insight to some of the key tenets that make his business an industry leader. Values like creativity and staying true to yourself make Dogfish Head Brewery one of the top 15 producers in the craft beer industry and widely regarded as the most creative brewery on the planet. But this wasn’t always the case. Breaking the Law Once an aspiring writer in Columbia’s master’s program, Calagione decided to take his creative sensibilities and leverage them toward another passion. After dropping out of Columbia, Calagione borrowed $110,000 from family, packed up with his girlfriend at the time, and moved to Delaware with the intention of starting a brewpub. When he got a matching bank loan, Calagione was ready to make his vision a reality, with the exception of one obstacle: What he wanted to do was illegal. It wasn’t that Calagione was doing something morally wrong, but prohibition laws prevented breweries in the state of Delaware. So, Calagione took his case to the state senate, and after realizing the lunacy of never adapting the law, Delaware quickly ratified, and Dogfish Head Brewery was born. Calagione came right out of the gates extending common conceptions of beer. He began brewing with ingredients no one knew you could use. From raisins to spices never heard of in the beer world, Calagione built a brand based on creativity. But he didn’t anticipate that, by brewing these never-before-seen beers, he was also creating a movement. Developing Acumen Calagione brewed his beers using a homemade system built from scrappy old kegs. It was unique, exciting, and horribly inefficient. Calagione spent most nights sleeping on a mattress in the basement of the brewpub while making 10-gallon batches just to keep up with

the demand he had created. He quickly realized that his business was unable to scale and grow with the limitations of his original business plan, so he was forced to make adjustments fast. He tapped into investment funds for a bottling system and employees. A sales staff was hired to take Dogfish Head Brewery beyond the borders of Delaware and into local regions. Late at night, Calagione would obsess over the fine print in contracts and figure out how better deals could be made. He began his path from passionate brewer to astute businessman. Relentless Pursuit of Creativity Once Dogfish Head began to reach homeostasis, Calagione went back to breaking through the brick walls of mediocrity. In many cases, when breweries expand, they keep the most creative options at their home base and take fewer chances at satellite locations, using the beers they believe will hit the biggest demographics. Calagione blew both these ideas out of the water and began pushing with ferocity to free the creative spirit of his company. Calagione gathered inspiration from any source possible — the most influential of which was history. The creation of the Ancient Ales series began, where beers like Midas Touch were born. Chateau Jiahu uses a Chinese recipe from the oldest fermented beverage ever found. Pangaea is brewed using ingredients from each continent on earth. Some beers are even aged in ancient Paraguayan wood. With these innovative recipes and many more, Calagione defied norms. Creating Beer Evangelists The term “beer evangelism” was coined by Calagione to describe his marketing approach. Dogfish Head

Brewery doesn’t shop around for the flashiest ad agency to market their beer. They empower their customers to do the marketing for them. It all starts at the roots for Calagione. When he goes to dinner with his family, they go to a restaurant that has Dogfish Head Brewery beers on tap. He makes sure the restaurant is taken care of with all their needs, and if you’re a customer with one of his brews in hand, he’s likely to ask for your feedback or buy you another. Authenticity is vital to the development of Dogfish’s brand, because it matters to consumers in today’s microbrew-crazed marketplace. So, while Budweiser or Coors might rely on ultra-slick ads, Calagione is at a pub having a conversation about hops. Why? Because that’s what having a beer is all about — creating a meaningful connection. Stay True to Yourself The true success of Dogfish Head Brewery doesn’t reside in its massive production scale or the unwavering respect it holds in the brewing community. It comes from never changing the ideals that made it initially resonate with people. Even when Dogfish Head Brewery went through struggles early in its scaling efforts and tough financial times in the late ‘90s, the company never stopped making beers that challenged the status quo. No other brewery has demonstrated this relentless pursuit of creativity balanced with growth. When Dogfish grew, they never outgrew their ability to relate with their audience. They are a top producer with the heart of a mom and pop store. They recognize the value of each individual patron. Calagione himself still brews the pilot batches when testing a new beer, and the panel of judges for these new ales aren’t renowned taste testers or palate gurus.

Tasting is open to anyone who goes to the original taproom. If you visit the brewery today, you’ll find the very same 10-gallon system that started it all. And despite being one of the most successful CEOs in the industry, when Calagione travels, you’ll find one modest word written on his passport under occupation: brewer.

8

www.thenewsletterpro.com

CHANGING THE WAY SMALL BUSINESSES GROW.

208.297.5700

Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8

www.thenewsletterpro.com

Made with FlippingBook flipbook maker