Newsletters Made For You- Exceptional Living

Ever say, “I’m just looking” after being stalked by a salesperson?

Probably. It just rolls off your tongue. Your customers say it all of the time.

More often than not, it REALLY means: “I’m not ready to buy yet. But I will be later.”

So, when they are ready to buy… will YOU be the one they call?

Maybe…

You see, there’s this thing called ‘top of consciousness.’

Think of it as a mental sweet spot. It’s when you’re already in your customer’s mind when they decide to buy what you sell.

If you aren’t at top of consciousness, then you go back to square one. You must battle your competition all over again for your client’s attention.

If your client has to go to the Yellow Pages; look on the Internet; or ask someone for a reference, the company with the deepest pockets – the most advertising dollars – usually wins.

That’s why you need to contact your clients often and regularly.

Did you know…

95% of businesses spend nearly all of their time and money on chasing NEW clients.

But it’s 8 times easier to sell to an active customer.

But here’s the tricky part: Doing it (maintaining client contact) in a way that doesn’t come across like a blatant sales pitch.

Here is a real-world example: I just sold $273 of services to customer. I hadn’t heard from her in FOUR YEARS. During that time, it cost me $96.00 to send her a monthly client newsletter.

When the time was right… when she wasn’t ‘just looking’ anymore… I was the one she called after FOUR years.

I was in that sweet mental sweet spot.

This was the BEST part: She also referred me to two new clients and they each gave me 6 referrals.

Do you see how this works? Relentless client contact is crazy profitable!

Exceptional Living Newsletter makes constant client contact fast, easy, painless, and profitable. Our newsletter template is online and 97% Done For You.

Click here to tell me where to send your 3 sample issues of Exceptional Living, if you haven’t requested them yet.

Let’s get to work,

- David Gruttadaurio
“The Print Newsletter Expert”

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I found a plastic bag at the end of our driveway on Monday. It was the annual delivery of the Yellow Page books.

Things have changed since the famous, “Let Your Fingers Do The Walking” ad from the 1960’s. I thought about their significance in today’s marketing world. I also thought how I haven’t opened one in years.

As I walked into my garage, I dropped the bag of books into the trash can.

As fate would have it, I got a call later that day from the Yellow Pages people.  There was real desperation in her voice as she tried to convince me to use their product.

The Center for Media Research recently confirmed what my gut has been telling me for the past three years.

It showed 57% use traditional Yellow Page directories while 47% use Internet Yellow Pages. The real difference is they claim a whopping 82% use search engines to locate products and services.

Here’s why the yellow pages are an endangered marketing species:

Have you ever Googled a product or service and been directed by the search engine to an online Yellow Pages listing for a company?

Me either.

Search engines reward positioning by which links are clicked most often.  So if people were using the digital Yellow Pages, those online Yellow Page ads would rank really high on Google and the other search engines.

But the ads don’t rank high on Google because most people never use them.

What do YOU think about Yellow Pages – any variety (there must be a dozen) – and their associated websites? Do you think money spent there is well spent or wasted?

My opinion: Money spent in the Yellow Pages (and their website versions) is basically wasted.

I’m fairly certain my position will generate a firestorm of emails from people who feel passionately that I’m wrong. But there are others who will know I’m right.

Tell me what you think – leave a comment.

Let’s get to work,

- David Gruttadaurio
“The Print Newsletter Expert”

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One of my businesses is a service company.

I got a call last Friday from one of my clients. Her name is Betty.

She called to answer the trivia question in the December newsletter.

Customers will usually leave their answers in voicemail or email to me. I recognized her name on Caller ID, so I picked up.

After Betty gave me the correct answer, we talked for a few minutes. It was nice chatting with her… I enjoy my customers a lot.

Then she literally shocked me speechless.

Betty was telling me how much she loved reading Exceptional Living (that wasn’t the shock).

Then…

She referred to a little story I told in the monthly “My Corner’ column. It was about texting and how a clerk was texting the entire time we were checking out at the register.

Anyway, while we talked, Betty related this story back to me like she had just read it…

… but I wrote it FOUR MONTHS ago. It was in the August newsletter.

Either she still remembered the story or she had saved the newsletter and read it again recently.

I think it was the former. Betty simply remembered my story from way back in August.

BIG marketing lesson:  Include stories in your marketing ’cause stories get remembered and make you memorable.

Why is that? Psychologists tell us stories form the basis of how we think, organize, and remember information.

Telling a compelling story is an art. But don’t worry about being an expert. I’m not. I discovered telling ANY story is better than no story at all.

Give it try in your marketing – be a story teller – become memorable.

BTW: I almost forgot. Betty got her December Exceptional Living 2 ½ weeks ago… and saved it. Kinda interesting, huh? Do your customers save YOUR stuff?

Taking action just feels right,

- David Gruttadaurio
“The Print Newsletter Expert”

PS: Click here to tell me where to send your 3 sample issues of Exceptional Living… if you’re one of the few that haven’t requested them.

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Can one word REALLY transform your business forever? It did for Legos.

Their product was great. But the marketing message was off… by one word.

Here’s the story:

Legos is a Danish company that’s been around forever. But it didn’t get into what we know it for until the late 1940’s.

Europe was a small market in those days. Legos needed to expand into the U.S. market.

So, in the early 1950’s, the company used their same marketing message for the U.S. launch.

It failed miserably.

It tried two more runs at the American market. They ended the same way

Legos finally hired an outside marketing consultant.

He brought Danish children into the company; then he watched as they were given a box of Legos. Here’s what they would do:

They carefully unpacked the box…they confirmed all parts shown in the booklet were there…then they built the few samples in the manual exactly as shown.

Then some American kids were brought in.  Guess what they did?

They ripped open the box…tossed the instruction booklet aside…dumped everything in a pile and started experimenting.

So the problem wasn’t the product.  The product was great. All they had to do was change just one word in the marketing message.

Here’s why…

In Denmark, the Legos’ marketing message was: This toy will encourage your child’s inclination for engineering – something they excel at as a nation.

But in the United States, parents were told something different. This toy would encourage their child’s creativity.

Creativity vs. Engineering. The two words are similar… but different enough to stall a national marketing campaign.

As you know, Legos went on to become wildly successful in the U.S.

The BIG marketing lesson:

Sometimes you gotta change your message. Sometimes it might be just one word.

Awhile back I wrote, “How One Simple Phrase Can Kick Your Competitor’s Butt” (click here to read).

THAT’S what I’m talking about. Get a killer USP.

It can rock your business.

So can my killer newsletter.  Let me send you 3 FREE samples. Just tell me where to send them. (Tell David)

Taking action just feels right,

- David Gruttadaurio
“The Print Newsletter Expert”

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I was banned.

An online marketing guy told me never to buy anything from him again. Ever.

The reason for my banishment? I returned his product.

Here’s what happened:

A couple of years ago I bought a marketing kit from an online marketing guy. He called it his Marketing Magic Kit.  It showed you the basics of how to market your business. It was a nice little kit.

But I send it back because, as I explained (nicely), “It’s a good product; just a little too basic for my needs.”

I had also subscribed to his marketing newsletter.

Well, my money was promptly refunded. But they canceled my subscription.

I emailed customer service and explained I didn’t want to unsubscribe. I just wanted to return the product.

This was their exact reply…

David,

We apologize, but due to the returning of the Marketing Magic product, we have been instructed to ban you. You no longer have access to the member’s only site or the materials therein. We respectfully request you no longer attempt to purchase from [The Marketing Guy], Inc.

Customer Service
[The Marketing Guy], Inc.

I was stunned.  He had a 100% Guarantee (which he honored).  But he DIDN’T say he would never, ever do business again with you.

It made think of the famous Seinfeld episode with the Soup Nazi.

He would kick people out of line for the slightest infraction, screaming, “No soup for you!”  Then he would ban them from coming in the store.

Hmmm… sounds like the same guy to me…

Here’s the BIG marketing lesson:

Want to be around and still in business five years from now?

Provide extraordinary customer service. This is what will decide who’s left standing in the next few years.

The gold standard for customer service is Zappos. They’re an online seller of shoes and now other products as well.

Customer service isn’t just a department within the company. Customer service is actually the company itself – it’s why the company exists.

The stories of what Zappos will do to help a customer are legendary. The record (so far) of time spent with one customer is 3 hours…

… extraordinary customer service.

I hope the customer service Nazi gets to read this.

Let’s get to work,

- David Gruttadaurio
“The Print Newsletter Expert”

PS: Let me knock your socks off. Let me send you 3 free samples of Exceptional Living newsletter. Click here and tell me where to send them.

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The things you can learn from the news…

Boeing’s ballyhooed 787 finally got off the ground. It was two and a half years late. The six failed attempts didn’t look good either.

But here’s the marketing angle:

I ran across Reuter’s news service post: “Airbus congratulates ‘robust rival’ Boeing on 787.”

Hmmm… In case you didn’t know, Airbus – a European consortium – and Boeing are bitter rivals.

In the article Airbus CONGRATULATES the people of Boeing. And then adds “the 787 underscores the continuing advancements in commercial aircraft.”

Now the shark bite. It ended by saying, “We look forward to a continued robust rivalry with our A350 XWB.”

Knowing that the world was watching… and as Boeing held its collective breath… Airbus took the opportunity to plug its own plane.

Funny how a ‘best wishes’ announcement turned into an Airbus commercial. This is great marketing.

Another funny thing: Their A350 has yet to be built. Well, except for that 387 sq. ft. panel I saw online. Really.

That’s right. Airbus made it sound like it was already flying the friendly skies.

Airbus has moxie, my friend.

There’s a big marketing lesson here.

How many times have you read a press release or news article about a competitor? What do you do about it? Usually nothing… or kick yourself for not getting the publicity first.

Why not do an ‘Airbus?’

Congratulate your rival. It was a great accomplishment (whatever it was). And than add, “We look forward to a continued stimulating rivalry for our [product or service].

So many times we cringe at the success of our competitors. Taking the initiative and stealing their thunder can be done quite easily, as Airbus deftly showed us.

The lesson? Carpe diem… seize the day, entrepreneurs. Make the day your own.

Bring out YOUR inner shark. Use a client newsletter in your marketing to seize the attention of your customer.

Taking action just feels right,

- David Gruttadaurio
“The Print Newsletter Expert”

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Maybe these reasons will hit home with you. Then again… maybe you’ll think they are a pile of poppycock.

Anyway, here are my 7 reasons you DON’T need to use a client newsletter:

1. You have all of the business you need.

2. Your customers don’t need to be reminded you appreciate them.

3. You have more important worries than promoting your business.

4. Your customers would never ‘jump ship’ for a competitor.

5. Your competitors would never ‘go gunning’ for your customers.

6. Newsletters are just one more business expense (not an investment).

7. No one else uses newsletters; why should you stand out as different?

Even if only ONE of these reasons sounds dumb, then we need to talk.

Let’s work together to start a kick-butt client newsletter program. One that will leave the competition confused, bewildered and slack-jawed.

Exceptional Living newsletter. Regular client contact… delivered.

Ask Rob Anspach of Premiere Carpet Care.  He thought emailing a PDF version was just dandy.  Then he  mailed a print newsletter – Exceptional Living. The very first month he got an ROI of 11 to 1.  Not too shabby, eh?

Taking action just feels right,

-David Gruttadaurio
“The Print Newsletter Expert”

PS: We just loaded the January issue of Exceptional Living on to WebtoPrintIQ.com. Take a gander here.

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Awhile back I said you need a ‘Director of Wow’ (read here).

People have learned to expect less, but they will always hope for more. WOW is how you capture their hearts, their minds and their wallets.

Here’s why it comes up…

What would YOU have done if you were the manager of this Jos. A Bank store?

In his weekly fax, Dan Kennedy told how he entered the men’s store on a late Friday afternoon. He quickly chose five pairs of slacks; a $450 total purchase. Then he asked if they could be hemmed and picked up on Monday. The answer? December 12… twenty-two days later.

Wrong answer. Kennedy left them in a heap on the floor. His $450 never left his wallet when he walked out. The five salespeople and the manager couldn’t have cared less.

Be warned: This is NOT the economy to practice crappy customer service.

American consumers are changing their spending habits forever.

A survey by Citigroup has found only 29% plan to go back to their previous patterns of spending and saving.  Across all income levels, 62% of respondents have cut back on credit card purchases and 57% have already reduced their debt.

This shift in the economy has led to an unavoidable thinning of the herd. Small businesses are flailing; many have succumbed and gone under.

Not just small business. To date, 123 bank have been shutdown by the FDIC.

The BIG lesson:

You cannot afford to ignore this new economic reality by burying your head in the sand.

The playing field has been changed. Those who fail to adapt and learn to move swiftly and with agility get left behind.

Our customers are still spending money. They’re just very careful how, why and where they spend it.

And they’re not necessarily lusting for the lowest price.

What people want is a Great Customer Experience… customer service that knocks their socks off.

Are you still hunkered down in your shelter, waiting for the economic storm to pass?

I wouldn’t hang your hopes on a return to the good ‘ol days.

From now on, you are required to be EXTRAORDINARY; in WHAT you offer and HOW you offer it.

Let me send you three sample issues of Exceptional Living customer newsletter.  It’ll add another notch in your belt as the local world champion of WOW with your marketing.

Just tell me where to send them by clicking here.

Committed to YOUR success,

- David Gruttadaurio
“The Print Newsletter Expert”

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No guts, no glory.

It’s an expression that means: Be Aggressive – Take Action!

Entrepreneurs have always been a rare breed. You’re used to working without a net. Willing to take the risks others cannot tolerate. All for the glory; to win the huge reward you deserve and have earned.

Many businesses have already started to thrive. They have set up or know how to fight in environments such as these.

So… sitting back, biting your nails, clutching what you have left won’t get you through it.

Do you have the guts – not just to survive – but to THRIVE in 2010?

Four ways to take your marketing to the edge…

1. 100% Guarantee – Big, Bold, Brash. And shout it from the house tops. Whatever you sell, make it a no-brainer for you to be the only one people call.

2. Phenomenal Customer Service – MAKE people talk about you. Create more than a transaction. Turn it into a buying EXPERIENCE. Deliver so much WOW, they have to think of you when they hear your product or service mentioned.

3. Newsletter Marketing – Because no one else does it, that’s why. Even if it’s a two page  client newsletter you send ‘em that you made in Publisher. Just two things: Use color and make it FUN and interesting to read. OK… three things: For God’s sake, be sure to include an offer just for your customers.

4. Constant Client Contact – Market the hell out of your customers. Contact them at least every ten days. Yep, that’s the number 10. Even if one contact is just a great, healthy recipe – keep your name flashing in front of them like a neon sign. Could be by mail, phone, email, fax… whatever.

Does this intrude into your comfort zone?

Good.

Are these things you’ve never done before?

Even better.

Then your customers will REALLY notice you’re different… better… memorable.

And hey, they might just call you a lot more often for your product or services if you do this.

No guts, no glory my friend.

Taking action just feels right,

- David Gruttadaurio
“The Print Newsletter Expert”

PS: We just loaded the January issue of Exceptional Living on to WebtoPrintIQ.com. Take a gander here.

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They say there aren’t any atheists in the foxholes.

I think the same applies on the battlefield of business.

Indeed.  Invoking the Divine Being for help is a natural reaction to an economy under attack and struggling to right itself.

Ever see a movie called, ‘The End?’… (stay with me).

Burt Reynolds tries to drown himself by swimming out to sea.  But he discovers he really wants to live and starts back to shore..

Now the bargaining with God begins. While he’s swimming like crazy, he promises to give 80 percent of his annual wealth to the church if God gets him out alive.

But…

The closer he gets to shore (and sees he may live), the original percentage gets lower and lower until it’s a tiny fraction.

It’s supposed to be funny… but it’s really statement about human nature.

Entrepreneurs will do ANYTHING to get out of a financial mess. They’ll battle and brawl to stay afloat.

So…

You try things you would never have attempted. You market in ways that a few months ago would’ve been unimaginable.  You begin to pay attention to clients that have been ignored for years. You may even try that newsletter I’ve been nagging you about.

And you promise God and anyone else who’ll listen that, if this stuff works, you’ll NEVER stop doing it.

Here’s the BIG lesson:

The economy will turn around. It will get better – although it will NEVER be the same again. (More on that tomorrow).

6, 9 or 12 months from now, the temptation will be there to revert back to the bad ‘ol ways… to forget those promises you made.

Don’t do that.

I really want to help you succeed and thrive – not just ‘get by’ and survive.

Here is a resource I hope you will check out: www.dankennedy.com

I’m not an affiliate. I get no financial reward if you go there. But I know you will benefit.

Sign up for his ‘No BS Marketing Newsletter.’ You get three months free to try it out. I think it’s $49 a month. It’s worth every penny, guys.

Getting this every month will keep you excited, enthused and proactive about your marketing. It’s the ‘kick in the butt’ every entrepreneur needs.

Plus… it’ll make sure you don’t have to bargain with God… well, at least about your business.

Taking action just feels right,

- David Gruttadaurio
“The Print Newsletter Expert”

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