Newsletters Made For You- Exceptional Living

One of the most reasonable approaches to surviving an economic downturn is to slash all unnecessary business expenses.

In their panic to save money, wild-eyed and frothy-mouthed entrepreneurs begin looking suspiciously at their marketing budgets.  On the surface, advertising cutbacks would seem to be a logical choice.

Recession marketing is path with many piutfalls.

It’s a tempting… but very dangerous strategy.  Especially when you consider that your company thrives on both client retention and new growth to survive.

But, if you think that “hunkering down” is how your business will survive in a recession that’s becoming an economic Armageddon…

Here are 10 best ways to kill your small business in a recession

1.   STOP MARKETING and pretend everybody knows who you are and what you have to sell.

2.   STOP MARKETING and fantasize that you have more important worries than promoting your business.

3.   STOP MARKETING and make believe your customers won’t notice that you discontinued your monthly client newsletter.

4.   STOP MARKETING and keep telling yourself that your customers would never abandon you.

5.   STOP MARKETING and ignore the potential new clients that would buy your products or services if they were contacted by you.

6.   STOP MARKETING and stop thinking about your competitors and the fact they want your customers.

7.   STOP MARKETING and keep telling yourself it costs too much to market.

8.   STOP MARKETING and disregard the fact that marketing is not a business expense but an investment.

9.   STOP MARKETING and make-believe your established customers don’t need to be reminded that you appreciate their business.

10. STOP MARKETING and forget that now is the best time to market since all of the idiots are cutting back on doing.

Certainly the choice is yours. You can follow all-of-the above and drive your business into the ground.  It’s up to you.  But do you really want to bury your business forever?

If the answer is ‘no’…

Here’s three reasons why recession marketing means relentlessly advertising your business:

1. Prove to your clients that you really do value and appreciate them – market to them using a print newsletter.

2. Show your customers that you are a successful entrepreneur willing to invest in your relationship with them – send a monthly print client newsletter.

3. Instill trust, credibility and confidence in you and your company as well as your service or product – publish a customer newsletter.

The bottom line

If asked to list their company’s most valuable asset, many business owners would include buildings, equipment, inventory, accounts receivable, etc.

Very few would even think to include their customers.

Your clients are the single most valuable asset you possess, because when provided with attentive, relationship-building marketing, the bond created will allow you to weather any type of economic environment.

There are four appalling print newsletter mistakes that you must avoid like the plague if you want to create clients for life.

Here is the first one.

Rule #1:  Never make your business or company the focus of your client newsletter.

This concept is difficult for most business owners to wrap their minds around.  Read my words:  Our clients don’t care about how our business operates!  All they want… all they really care about… is how you can make their life easier, better or happier by the services and products you offer.

I’m sorry… it sounds cold and harsh. But it is an immovable, set-in-stone truth.

The business that ignores this ‘Carved In Stone’ Rule is obvious. It’s the one with the client newsletter only talk about what they do – in painful detail. Their newsletters are the ones that never get opened and usually lead the parade of junk mail to the trash can.

The faster we accept this fact, the faster we will be sending them something they actually want to read.

And you will be on your way to creating a clients for life newsletter.

Next post: What your clients REALLY want to read.

To skyrocketing your profits with newsletter marketing,

David Gruttadaurio
The Print Newsletter Expert