The Newsletter Pro April 2018

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

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