Newsletters Made For You- Exceptional Living

The Curious Case of the Muddled Message

So I’m driving home and I notice a billboard with a pretty lady holding a humongous pearl in her hand.

The headline says:  “Age like a pearl”.  Huh?

I had just enough time to read it again. Yep… “Age like a pearl” is what it said.

As I fly past the billboard, I’m pondering what the heck that means. What’s the marketing message?

To be fair, it did say something about laser treatments. I googled it when I got home and found a reference to ‘Pearl Laser Treatment’.

But you know what? I still didn’t know what ‘age like a pearl’ was talking about.

We see this messy marketing all the time…  a bunch of muddled messages with mysterious meanings.

Makes you wonder what people think of YOUR marketing message, doesn’t it?

Think about this: The person that came up with the billboard idea assumed it would be crystal clear to anyone reading it. That person was dead wrong. It was just a waste of good marketing dollars.

BIG marketing lesson: Being cute or clever is never a substitute for an attention-grabbing headline that tells the reader EXACTLY why they should keep reading.

This kind of marketing doesn’t win advertising awards, but it sure reels in people that will spend money.

You cannot afford muddled messages with mysterious meanings.

Go here now: www.InfoMarketingBlog.com and bookmark it!

It has absolutely nothing to do with customer newsletters or Exceptional Living. It’s just pure content to keep your marketing laser-focused and on the right track.

(Be sure to click on the first category: Advertising Headlines)

Let’s get to work,

- David Gruttadaurio
“The Print Newsletter Expert”

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Your clients are in conversations all the time.

They talk about their jobs, their kids, politics… whatever is on their minds.

To enter your customer’s conversation, three things have to take place.

1. Your client has to NOTICE when they are in a conversation about you or what you do.

2. Then they have to THINK of you.

3. Finally, they have to INTRODUCE you into the conversation.

While client newsletters are a fantastic way to be in contact with customers every month… the BIG purpose of a customer newsletter is to plant seeds that turn into more referrals and creat clients for life.

You do this (entering the conversation already going on) by being in your client’s awareness path.  Other marketers call this ‘top of conscientiousness’.

Whatever you call it… YOU want to be there.

Here’s a great example: Did you know Halloween is a biggest ADULT holiday of the year?  Lot’s of Halloween parties and decorations are going on next month.

Want to get mentioned and remembered by a client or patient in October?

Check out the October issue of Exceptional Living Newsletter.

The main article is called “America’s Most Haunted”. It’s a look at what many consider to be “the most haunted house in America.”

Imagine your client or patient getting this  newsletter in the mail (personalized with their first name, of course) and THEN mentioning it to their friends as they plan the big Halloween party together.

Check it out at WebtoPrintIQ now.

Be part of a lot of conversations this month. Newsletter marketing will make it happen.

Let’s get to work,

-David Gruttadaurio
“The Print Newsletter Expert”

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You’re probably heard that phrase many times. Indeed, it no doubt rolls off your own tongue when a salesperson approaches and you’re not ready for a conversation.

While “I’m just looking” sometimes means “go away and leave me alone”, it often means “I’m not ready to buy yet… but I will be later.”

Knowing that fact is critical to your entrepreneurial success.

Because sometime in the future, they will be ready to buy.

So the question then becomes: Will you be ready to sell?

Unless you’ve kept in touch with them in the meantime, there’s a good chance your customer will go somewhere else. Why wouldn’t they? You’ve given them no reason to remember you.

This is where customer newsletters (and other keep-in-touch marketing methods) are so valuable.

Because when you keep in contact with someone – not by saying “are you ready to buy yet?” but by informing, educating and entertaining – they’ll know where to come when the time is right.

Here’s a real-world example:  I recently sold $253 of services to customer I had not heard from in four years. Although it cost me about $96.00 to send her a monthly client newsletter for FOUR YEARS, I was the one she called when the time was right again.

Plus, she referred me to two other new clients during the past four years. Each of those people gave us 6 referrals.

What do you think? Was it worth persistently staying in contact with this customer?

Start regular communication with your customer or patient with a newsletter… and get that second sale. It will not only be easier than the first, it will also be more profitable because you have the beginnings of a relationship.

My Exceptional Living Newsletter makes sending a monthly client newsletter quick, easy, painless, and profitable. Our newsletter template is online and 95% Done For You.

We do all of the heavy lifting for you.

Let’s make it happen.
David Gruttadaurio

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It’s the Holy Grail sought after by businesses all over the world: Clients for Life.

Used to be if you were a ‘Ford’ man, you bought Ford automobiles until the day you died. That type of brand loyalty was instilled in your children and even down to your grandchildren.

I remember when I was a kid; we used to go to the same restaurant every week in our neighborhood. Like clockwork. If we missed one week, the owner called my dad to make sure we were ok. He did it because he was really concerned about us, not because he didn’t get our money that week.

Building a RELATIONSHIP with your customer or patient was instinctual back then.  It wasn’t based on scientific customer management studies… it was how people naturally did business.

You knew they really cared about you.

But that was then – and this is now. Today consumers will desert your company to save a few bucks. And these new values cut across entire industries and through big cities and small towns.  It seems customer loyalty is gone forever.

Or is it?

Smart businesses today use a customer or patient newsletter as a tool to revitalize customer loyalty. They realize that 75% of all business (or buying) decisions are based on relationships.  If communication is the basis of all relationships, then a client newsletter is the most powerful way to communicate to your customers, clients and patients.

It can be the most intimate form of client contact.

Here’s why: Every time your client receives their newsletter, it’s another opportunity for them to get to know you a little better.  And consumers will buy over and over again from people they like. Don’t you?  Isn’t it enjoyable to buy from someone that’s pleasant and likable?  It makes you feel good about your buying decision!

A well-written monthly customer newsletter can build customer loyalty that will last a lifetime.

If you haven’t thought of this bright idea yet, then maybe it is time for you to realize the power you can get when you send your client a print newsletter.

Let’s make it happen,

-David Gruttadaurio
“The Print Newsletter Expert”

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