Newsletters Made For You- Exceptional Living

“How often do you want to remembered by your clients? ”

That was my reply to a guy asking often to send a client newsletter. He told me “We currently send them something every 6 weeks. I think a monthly newsletter would be too much.”

Go for it, fella. But think about this:

When people get things frequently and consistently, they are perceived as having value or being important.

That’s why monthly client newsletters frequency works best. It arrives often enough to stay ‘front and center’ in your clients mind.

Something else to think about…

Imagine you’re walking down a street, and you want to get someone’s attention. You could hold up a sign but they might not see you. You could yell, but they may not hear you.

The one guaranteed way to get their attention is to literally grab hold of them!

That’s the idea behind marketing ‘touches’ or client contacts.

Here’s the problem:  A single or infrequent ‘touch’ doesn’t do squat.

Most people are NOT affected by a single marketing touch. In fact, the science of marketing says it takes at least seven touches to generate a customer’s buying interest.

Why does it take so many ‘touches’? Because most clients are not ready to buy RIGHT NOW. But they may be in three months… or six months… or 12 months.

When your customer or patient begins receiving your monthly newsletters, it usually goes something like this from their point of view…

First month: “Huh… looks like [your company] sent me something. Wonder what it is?”

Second month: “Hey… didn’t I just get something from [your company]… it looks familiar.”

Third month: “Another newsletter from [your company]. I wonder if I’ll be getting it every month?”

Fourth month: “It’s my monthly newsletter from [your company] again. I sure enjoy getting it.”

By the fifth month, the pattern is established and the expectation is now ingrained. Your customer will begin to look for their print newsletter every month.

And that is a very, very good thing… because you have now become memorable to your customers.

Taking action just feel right.

-  David Gruttadaurio
“The Print Newsletter Expert”

PS: There’s still time to get your March customer newsletter order in – now just $1.49 each – printed, mailed first class in 6 page, edge-to-edge, full color. Click here.

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Have you ever been someone’s regular customer and then stopped doing business with them? Anyone ever ask why you stopped?

Probably not.

The average company loses up to 40 percent of their clients every year. And they don’t come back.
Sure, we all lose customers.

But here’s the REAL problem: Most businesses blame the customer for going AWOL.

The truth is, only 5% boycott your biz because they were unhappy with you. The vast majority (95%) of customers had a pleasant experience with your company.

So the fault belongs to YOU. The customer didn’t come back because they were ignored.

Reclaiming a lost customer is actually easier than gaining a new customer.

Studies show a 60-70% success rate selling to a current customer; a 20-40% chance of winning back a former customer; but only a 5-20% chance of turning prospects into customers.

The IPA client is the easiest one to rescue.

An Intentionally Pushed Away customer (IPA) was neglected, ignored or simply fell through the client contact cracks. He or she was profitable. But they were not pursued (or romanced) after the initial sale.

Your best chance of regaining an IPA’s business is through regular client communication and better customer service.

Note: Lost customers do not live in a vacuum. If they aren’t doing business with your, they’ll be doing business with somebody.

These two simple steps can get them back:

1. Ask the customer, “What can we do to win back your business?”  Listen closely to what they tell you.

This takes courage.

No one likes to be criticized. And most likely the IPA customer isn’t going to take the blame for not coming back to you. Whatever reason they give, being ‘defensive’ negates the reason for asking them in the first place.

Just listen patiently… and learn.

2. Stay in touch with the lost customer; earn his or her business every day.

This takes discipline.

Finding them and keeping them are two different things. You have to be committed to maintaining constant client contact.

Customer loyalty today is nearly nonexistent. Earning it requires vigilance, dedication and determination.

Who knows, one day an IPA customer could turn out to be one of your top clients.

Brett and I can lend a hand. Click here to get help.

Taking action just feel right.

- David Gruttadaurio
“The Print Newsletter Expert”

Copyright 2010

This post is protected by copyright. All rights reserved. Reproduction of any portion of this email is strictly prohibited without the express written consent of David Gruttadaurio

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Do you have a commodity-oriented biz?

Or…

Think you can’t sell a premium version of your product or service?

Then consider this:

High end toilet paper… well, you know what I mean… luxury tush tissue.

BTW: This info courtesy of DK’s ‘Marketing To The Affluent Letter’.

Andrex is THE toilet paper brand in the U.K. with sales of $550 million annually.  Last year they came out with a luxury brand, enriched with Shea Butter (Google it).

This is the product description (you really must read this):

“Offering a multi-sensory experience, this luxurious new toilet tissue has some new and exclusive features that will make you feel truly fabulous… the pack is a deep, rich luxurious brown color, matching any contemporary bathroom design.  It feels soft, smells divine and looks gorgeous which will make you feel really fabulous! ”

Yep. This is same stuff we all wipe our butts with.

Now go back and read the descriptives that I italicized.  This copy has absolutely NOTHING to do with toilet paper. It’s all about a luxurious [fabulous] experience… while in the loo!

Marketing lesson:  No one can ever say they can’t create a premium upsell or product/service option.

If there was ever a commodity product, this is it. And yet, somebody is romancing it, elevating its social standing and selling an upscale version of it.

Surely you can dream up a way to do this in your business.

If you have – or plan to – let me know. I’d love to hear about it.

Taking action just feel right.

-  David Gruttadaurio
“The Print Newsletter Expert”

PS: There’s still time to get your March newsletter order in – now just $1.49 each – printed, mailed first class in 6 page, edge-to-edge, full color.

Copyright 2010

This post is protected by copyright. All rights reserved. Reproduction of any portion of this email is strictly prohibited without the express written consent of David Gruttadaurio

client newsletter, customer newsletter, direct response marketing, marketing, newsletter marketing, patient newsletter, print customer newsletter, print newsletter andrex, David Gruttadaurio

I had an ‘aha’ moment.  Boy, if Oprah finds out…

Here’s the skinny: Several month ago, Ms. Multibillionaire sued Mutual of Omaha.  The insurance company started a marketing campaign called “the official sponsor of the aha moment.” They also trademarked the phrase.

Oprah was miffed.  Winfrey thinks she owns the phrase – apparently she says it a lot – although she’s never tried to trademark it.

Anyway, they settled out of court. No one really knows how it ended.

So… I guess I’ll just have to take my chances.

This is how my ‘aha moment’ happened.

One of my clients called to thank me for sending her the ‘magazine’ this month.

Magazine???  My mind was racing… did I send someone my Sports Illustrated by mistake?  No, no, no… she  sounded HAPPY to get it.

Then it hit me. She was talking about Exceptional Living customer newsletter – but she called it a magazine!

Huh… I never thought of it as a magazine before.  But I can see why she would think that.

After all, it’s printed in full, edge-to-edge-color; and it does have six pages. Perhaps ‘newsmagazine’ could work, too… hmmm.

My ‘aha moment’ was sealed.

Want to know when YOUR ‘aha moment’ will be?

The day your customers start calling YOU about the great ‘magazine’ you  sent them. Then you’ll finally believe:

-  Exceptional Living is really easy to create -  97% of the work is done for you with our newsletter template that’s made for you.

-  Exceptional Living really does bring in more sales from existing clients.

-  Exceptional Living really gets passed around and generates more referrals for your company.

Create your own ‘aha moment’.  Get started here.

And don’t worry about Oprah; I won’t tell her.

Taking action just feel right.

-  David Gruttadaurio
“The Print Newsletter Expert”

PS: You have plenty of time to get your March newsletter in your customer’s mailboxes. Our turnaround time is awesome!

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Do you think history repeats itself?

Roy H. Williams (The Monday Morning Memo guy) commented today on a book called ‘Generations’.

The authors went back over 400 years and identified four 20 year cycles mankind seems to revert to, over and over again. Each cycle appears like clockwork. Right now, we are seven years into the current cycle.

To prove his point, Roy then looked at the life of Moses as an example.  Bible buffs will find this incredibly fascinating.

While we cannot predict the future, we can predict the trends that drive us towards certain mindsets. These mindsets govern many aspects of our lives… including how we spend our money.

Marketing lesson: We need to be agile and fast-moving with our marketing message. Constant client contact enables you to adapt to the moods that drive your sales.

And there is no better way to maintain a relationship with your clients then with a monthly customer newsletter.

And I have one waiting for you.

The March issue of Exceptional Living is locked and loaded here.

Activate your free account if you haven’t done so yet.

Taking action just feels right.

-David Gruttadaurio
“The Print Newsletter Expert”

PS: You can read Roy’s Memo here.

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Ever read “No B.S. Direct Marketing” by Dan Kennedy?  It’s a classic.

What I love about DK is that his marketing strategies easily transfer from one industry to another.

That’s probably because he’s worked with clients in 68 different businesses, industries and professions.

So, when he talks about marketing, you should probably pay attention to him.

Anyway, last night I was reading where he says you should build a fence around your herd (clients).

What kind of fence?

Client contact and communication… the stuff of customer relationships.

That kind of fence will keep your customers from straying. And it makes sure your competitors stay out.

Kennedy’s advice: “My single biggest recommendation is the use of a monthly customer newsletter. Nothing, and I mean NOTHING, maintains your fences better.”

So, what shape is your fence in? Is there a slate broken? Maybe you have a whole section missing?

Fear not.

Nothing will mend your client contact and communication faster or better than Exceptional Living customer newsletter.

Dollar for dollar, NOTHING is more effective at adding zeros to your bank account.

Sound good?  It gets even better.

First: Try Exceptional Living on me. That’s right… free-ola. The first month’s on me.

Second: We have new pricing. Imagine being able to send your clients a monthly, 6 page, full, edge-to-edge color newsletter that’s PERSONALIZED, addressed and mailed first class for only $1.49 each.

Yikes… I get queasy just thinking about it.

But I also know it’ll make a huge difference on what your bottom line looks like at the end of 2010.

So, I’m cool with our new pricing.

Hop over to WebtoPrintIQ and see how fast and easy it is to get started fixing fences and multiplying your money.

Taking action just feels right.

-David Gruttadaurio
“The Print Newsletter Expert”

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Can one big marketing idea really change your business?

Yep. Just ask Phillip Morris.

The Marlboro brand was marketed for several decades as a ladies cigarette… it was “Mild as May.”

Then a new idea was pitched. It was simple, really. Expand your target audience by changing the marketing message.

That idea was The Marlboro Man.

Love him or hate him; it’s the most powerful brand image in the history of marketing.

How powerful?

In 1954, Marlboro was a $154 million a year brand. Not too shabby, really.

Then, in early 1955, The Marlboro Man went national. By the end of 1955, Marlboro was a $5 billion brand. That’s right… BILLION. A whopping 3241% sales increase.

By 1957, Marlboro’s sold $20 billion.

In 1971, cigarette ads were banned from TV. But The Marlboro Man continued his relentless ride. By 1972, Marlboro became the number one tobacco brand in the world.

Putting our complaints and ethical issues aside, as a marketer, we have to ask:

What made this idea work?

Answer: Phillip Morris was NOT selling cigarettes. They created and sold a desirable lifestyle image. Guys wanted to be like him; girls wanted to be with him.

It’s still being done today. Pay attention to the Starbucks, Lufthansa Airlines, and Polo Ralph Lauren brands. They rarely speak about their products or services. But they always glamorize the people using them.

Big lesson here. Why can’t you do the same? Think real hard how you can make your products or services about MORE than what they are.

This is EXACTLY what we did with our client newsletter, Exceptional Living. Click here to view.

The header features a beautiful beach and a couple lounging under a palm tree. It’s “The Insider Resource For The Art Of Living Well.”

Sure. It’s just a customer newsletter.

But… it’s also promoting a lifestyle promise… it’s presented with style… and most importantly, YOU were the one to send it to them.

In 2010, make this one of your BIG ideas. Send your customers Exceptional Living every month.

I can’t guarantee a 3241% increase in business. But I can guarantee a 300% increase. It’s a promise. Click here for more info.

Taking action just feels… great!

-David Gruttadaurio
“The Print Newsletter Expert”

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Not many companies will pay you to walk away from the job.

In fact, I know of only one.

Zappos. They sell shoes… exclusively online. They did $1 billion in sales last year.

Zappos is famous for their unique approach to hiring employees.

All new hires are put through a six week training program – it’s very thorough, but it’s not unique.

Then, after about a week or so, Zappos makes The Offer.

New hires are told, “If you quit today, we’ll pay you for the time you’ve worked, PLUS give you a $2,000 bonus.”

Why???

Because if you’re willing to take the company up on The Offer, you obviously don’t have the sense of commitment they’re looking for.

They want only motivated, highly enthusiastic ‘true believers’ in the Zappos company culture.

It’s this kind of employee that becomes the heart and soul of the ultimate customer experience.

Here’s the BIG marketing lesson:

It doesn’t matter if you’re a one-man band or have a few dozen employees. Your customers can SENSE your level of commitment to them.

They can smell inattention and boredom like a Rottweiler can smell fear.

The problem is most businesses today are competing on low prices; customer service has fallen by the wayside.

Smart companies are ramping up their customer service levels to all-time highs.

Clever entrepreneurs are also adding a monthly client newsletter into the mix.

They understand customer newsletters are a vital part of the formula to get and keep clients for life.

Exceptional Living is the king of customer newsletters. Click here and I’ll mail you three samples today.

Taking action just feel right.

- David Gruttadaurio
“The Print Newsletter Expert”

Copyright 2010

This post is protected by copyright. All rights reserved. Reproduction of any portion of this email is strictly prohibited without the express written consent of David Gruttadaurio

Newsletter, client newsletter, customer newsletter, customer service, economy, newsletters, print newsletter client, Clients for Life, customer, customer service, David Gruttadaurio, exceptional living, Newsletter, newsletters, zappos

Bill Glazer was the first to tell me that most ads are boring.

Then I started paying attention to what I was seeing in the mail box and in magazines and newspapers.

Huh. They were pretty damn boring.

In fact, they were nearly invisible… I just didn’t pay attention to them because they ALL LOOKED ALIKE.

This is what I discovered:

People are bored by advertising for the same reason they’re bored by anything else…

A total lack of relevance.

But when ads are relevant, customers respond.

Are your ads relevant, or are they answering a question that no one is asking?

Good ads work no matter how they’re delivered. It doesn’t matter if they are direct mail letters or fax machine blasts; on the radio or TV. With some small variations, they all perform equally well.

The secret is crafting a message that would be relevant to the public.

Great ads work because they deliver a message guaranteed to move the needle on the “It Matters Meter.”

Ads FAIL when they don’t matter… ’cause no one cares.

Newsletter marketing works the same way.

- They can’t be boring.
- They must be relevant to your customer.
- The “It Matters Meter” must move way over into the red when they open it up.

If your client newsletter doesn’t do this, it will share the same fate as a bad ad.

It gets ignored, unnoticed and NEVER acted upon.

You can learn a lot about marketing from Exceptional Living customer newsletter.

Click here to have me mail you three free sample hard copies.

Taking action just feel right.

- David Gruttadaurio
“The Print Newsletter Expert”

PS: My partner Brett said I’m supposed to keep this quiet… but I have BIG announcement coming on Monday. I’m so excited…

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Was it voodoo? Maybe it was black magic.

99% of retailers today are hurting.

So how did J. Crew increase same-store sales a whopping 8% last year AND keep their inventories super lean?

(BTW: Same-store sales are a key measurement of retail performance.)

Hint: It WASN’T the ‘cheap, cheaper and cheapest’ mindset that’s taken over today.

Trading profits for sales makes as much sense as saving the American economy with epic federal spending and massive national debt.

Nope. J. Crew did the unthinkable.

They increased profits by… drum roll please… selling at higher prices!

Yep. They had fewer customers… BUT bigger transactions.

Here’s what J. Crew had to say about this:

“We distinguished merchandise that cannot be found elsewhere, and tailored our customer service.”

Translation: They ‘premium-ized’ their brand even more and then bulked up on customer service.

I got this info from Dan Kennedy. He then mentioned the fatal flaws SO MANY businesses make today:

Here are 4 of 9 Price and Fee Failures:

1. Pricing by industry norms.
2. Excess concern about competitor’s lower prices.
3. Attracting customers who buy by price.
4. Not offering premium or premium-priced options.

(The other 5 are in his February No BS Marketing To The Affluent Letter)

DK’s conclusion? “Decisions born of fear and fragility rarely turn out well.”

It’s easy to panic. Sales have dropped. So dropping prices would seem to make sense. But playing that game has some nasty consequences.

1. If you drop prices now, how to justify raising them later?
2. Plus, can you REALLY afford to lower your pricing now?

Food for thought: 10-20% of consumers will always pay top dollar for what they perceive to be the best. I’m actually one of those people.

Obviously you have to back that up premium pricing with premium products and services and truly outstanding customer service.

It can be done – it is being done – even in today’s economy.

For more info, check out my blog post from a few days ago about this.

Taking action just feel right.

- David Gruttadaurio
“The Print Newsletter Expert”

PS: They’re back! We temporarily ran out of newsletters sample packs. Order yours HERE.

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