I called a pest control company and started a quarterly program with them.

In April, I struck up a conversation with the new tech that came out. Turns out he came over to the bug biz from the home security industry.

When he finished, he asked if I would give his cards to our friends. I said, sure, no problem. He seemed to be serious about making his new job a success.

Becoming more curious, I asked him about his home security customers. Seems he still had his list of homeowner customers. Hmmm.

“Did you have good relationship with your former clients,” I asked?  He said he did.

That got my wheels turning. He wanted some suggestions, so here’s what I told him:

I said, “Send a letter to all of your previous customers. Handwrite the addresses on the envelopes (in blue ink). Tell them he was now offering new services for pest control. Then recommend to them a free inspection (on his time) and then keep in touch with them every month.

He was enthused and eager to get started.

I never gave it another thought because I was certain that he would never give it another thought. Brett and I have become very jaded when it comes to helping people. Why? Because 97.99% of them NEVER take action.

Anyway, last month Terry (the bug guy) shows up for our regular service. When he’s done, he gives me the invoice. As I’m writing the check, he says, “You know, those suggestions really worked.”

I didn’t have clue what he was talking about. Then he refreshed my memory. Seems he did everything I told him to do. My jaw hit the ground.

He’s now the top tech in his office… in his region… in the entire state. His bonuses have been averaging an additional $3000 a month. He said he has a very happy wife.

BIG LESSONS FOR YOU:
 
1.  Listen to me and Brett. We really know what we’re talking about.

2.  The relationship is everything. Terry’s old customer’s liked him because he explained what he did. Took a few extra minutes with them… and they remembered him later.

3. Regular client contact works. Terry religiously contacts his ALL of his customers now. Nothing upsets me more than when a client thinks missing a few months won’t make difference in their newsletter marketing response.

Regular client contact creates a lasting (and profitable) relationship with your customers.

Just ask Terry the bug guy.

-  David Gruttadaurio
The Relationship Marketing Expert

PS: The October Exceptional Living company newsletter is ready for you. Check it out here:
http://newslettersmadeforyou.com/company-newsletters

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About David Gruttadaurio

David Gruttadaurio is widely recognized as the expert in print newsletter marketing and relationship-based marketing.

David now has clients from around the world who are successfully using his products.

He is the editor of Exceptional living newsletter and a published author in print and online magazines and blogs.

David and his family live in the small town of Princeton, Indiana.

You know the kind; watch out for this latest scam!

Turns out it’s true and it illustrates the power of fear. Fear is our strongest and most powerful emotion.

Here’s how the scam works:

Imagine you get a call one day from someone identifying himself as an officer of the court. He says you failed to report for jury duty; a warrant for your arrest has been issued. You protest, saying you’ve never received a notice. To clear it up – and cancel the warrant – the scammer says he’ll need some information for ‘verification purposes,’ i.e. your birth date, social security number, maybe even a credit card number.

Give out any of this information and bingo; your identity was just stolen.

There’s nothing like scaring the bejeesus out of people to get their attention real fast.

From the FBI website: “The trick with this scam is blindsiding people,  putting them on the defensive, then reeling them back in with the promise of a solution. It’s ingenious. It’s social engineering.”

In marketing, the force of fear used correctly (and ethically) is a slam dunk every time.

Here’s an example.

In-vehicle security company OnStar DOUBLED its members in two years after it ran a great ad with an actual recording of a small girl saying, “We had an accident and my mommy isn’t moving. Please help!” Their competitors had a 4% increase during the same period

It works across the board: Acne relief, weight loss, cosmetics and even food brands (no pesticides or artificial ingredients used…)

Of course, I’m NOT talking about fear-mongering.

But we are entrepreneurs and marketers. We have stuff to sell, whether its products or services. Simply be aware of this powerful emotional trigger in your marketing.

Can you come up with something ethical to use in your biz? Think real hard about it.

BTW: Watch out for the jury-duty scam. It’s real and it’s worked in 14 states so far.

-  David Gruttadaurio
The Relationship Marketing Expert

PS: The October newsletter will available tomorrow. I’ll send you a quick reminder.

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About David Gruttadaurio

http://www.newslettersmadeforyou.com

David Gruttadaurio is widely recognized as the expert in print newsletter marketing and relationship-based marketing.

David now has clients from around the world who are successfully using his products.

He is the editor of Exceptional living newsletter and a published author in print and online magazines and blogs.

David and his family live in the small town of Princeton, Indiana.

Going back even further to our first job, many of us will remember with delight or dismay our first forays into the job market.

This is my story:

My first job (at 16) was driving an old Dodge delivery van for an Italian Bakery after school.

I had to deliver cannolis, pasticiotti, gelato (packed in dry ice) and cakes all over the greater Cleveland, Ohio area… in the middle of rush hour.

Not only was a new driver, but just getting from point A to point B was a real challenge.

I got lost regularly, ran out of gas, got punched out by a biker dude, ruined a $600 wedding cake, got two traffic tickets and was paid $21 a week – which included working on Saturdays.

Big-hearted Tom (the owner) paid me in cash – slipping an extra $5 when Mrs. Tom (the real owner) wasn’t looking.

I wouldn’t trade that experience or those memories for anything.

Want to share a story? Post a comment – I’d love to hear it.

I hope you are having an awesome Labor Day!

-David Gruttadaurio

“The Relationship Marketing Expert”

In his email yesterday, he said he’s lost about 60% of his business in the last year. And he wanted us to fix it.

Brett and I know tips and tricks to get some fast cash. Hell, any good marketer should.

Case in point: Russell Brunson is a BIG name in online marketing. One Monday in January ALL of his credit card accounts were shut down. He went from $30K a day to zero. And he has over 100 people working for him.

It took a week to get it all sorted out. He needed some cash… and fast.

Being a really smart marketer, he had the tools to do exactly that. It was tight and lean for the next couple of weeks, but he got through it.

My point is this:

Marketing isn’t a just a past-time, hobby or fad. It’s your lifeline to thriving in today’s New Economy. And it’s what can keep you afloat during some dark times.

Relationship marketing is what we teach.

At 6:30 p.m. CST tonight, that’s what we’ll talk about on the Done For You University Mastermind Group Webinar tonight.

Specifically, we’ll go into detail on Social Media with a side order of autoresponders thrown in.

TO ATTEND THIS EVENT, CLICK THIS LINK NOW
http://AttendThisEvent.com/?eventid=14615967

This is a free call. Nothing is being sold. It’s pure content you can use to make money in your biz.

But be advised. It’s NOT a magic bullet. Successful marketing takes dedication, education and a willingness to stick with it.

It takes time to build a relationship with your customers. But the effort is worth the cost.

What we teach are for people that are immune to Gimmicks.  This is for you if you understand that giving value and help is the most effective way for relationship marketing to generate a consistent income.

You’re going to need to be organized, create milestones and execute on your plan.

If this is you, then click here:
http://AttendThisEvent.com/?eventid=14615967

- David Gruttadaurio
The Relationship Marketing Dude

A smart marketer once said “enter the conversation already going on in your customer’s mind.”

For example:

Did you know over 4 out 5 people (81%) say they are very worried about internet banking security?

So… if you have 1000 customers, chances are 800 of them will have this concern on their minds.

Now, imagine your clients getting your company newsletter that addresses this very issue? Think they would talk about it? Think they might mention you to their friends or family?

You betcha.

Check this out: http://www.newslettersmadeforyou.com/company-newsletters

The September issue of Exceptional Living’s main article is called, “Why Your Banker Needs Your Help”

Why not enter a conversation they’re already having instead of trying to get them to read something they have no interest in?

Build a relationship with your customers. Send them something they want to read – and will probably pass on to someone else.

Send them something that makes them talk about YOU.

This is what relationship marketing is all about. And we are experts at this.

First check this out: http://www.newslettersmadeforyou.com/company-newsletters. Then place your order for your September company newsletter.

Plus, we do 97% of the work for you with our ‘Totally Done For You’ option.

-  David Gruttadaurio
The Relationship Marketing Expert

PS: Next Monday, August 30th at 6:30 p.m. (CST) we help you get serious about marketing your business with another Mastermind Webinar.

—————————————————————-

About David Gruttadaurio

http://www.newslettersmadeforyou.com

David Gruttadaurio is widely recognized as the expert in print newsletter marketing and relationship-based marketing.

David now has clients from around the world who are successfully using his products.

He is the editor of Exceptional living newsletter and a published author in print and online magazines and blogs.

David and his family live in the small town of Princeton, Indiana.

There could be a hundred reasons why your company newsletter isn’t getting the results you expect. And almost all of those reasons have the same specific problem…

Your readers just don’t like it!

There… I said it. It’s the ugly truth no entrepreneur wants to hear.

However, don’t despair. It’s not your fault. No one has ever explained it to you.

So I’ve narrowed it down to five common mistakes found in nearly every company newsletter.

Mistake # 1: Your newsletter isn’t helpful

This is a big one. Bombarding your customers with whole bunch of promotional stuff isn’t going to work.

Of course, you probably realize that non-stop, shameless self-promotion isn’t going to endear you to your clients.

Yet… most entrepreneurs can’t seem to help themselves.

They really do want to send something useful; they mean to be helpful; but in the end, self-promotion wins out. Why? Because it’s just easier to do.

It’s easier to pitch your products or services than it is to write another article about your stuff.

Trust me. Send a company newsletter like that and your customers will see right through it.

Mistake #2: Your style isn’t especially compelling

When you speak to a friend over the phone, you sound animated and excited. Try to write it down on paper and your style suddenly becomes dry, brittle and boring.  It just doesn’t sound like you.

From voice to print, your style gets lost in the translation. That means your writing doesn’t really get across how you feel. Every artist, singer, and yes, writer has a signature style. This ‘voice’ needs to be real and authentic.

Try this: Get a friend to ask you questions about the topics you’ll be writing about in your newsletter – and record it. Just blab away; then transcribe what you’ve said.

Yep… it sounds tedious. But it works because it’s a great way to find your own unique writing ‘voice’.  Also, practice DOES make perfect. Write something every day. Try writing an email to your customers two or three times a week.

Style matters. And you have one – you just have to learn to get it on paper.

Mistake # 3: You’re not telling a story

Most people think their newsletter has to be a formal affair – perfect sentence structure that’s all prim and proper.

Literary perfection isn’t the way to create a great company newsletter. Stories are.

Its human nature: From infancy we learn to be spellbound by stories.

Tell stories about your clients. Write about you… and make it personal. People love to know about you. And the more you tell, the more they will love you. Nothing gets your readers involved like the color and drama of a good story.

And be sure to tell the moral of the story. Explain what you learned or what you should have learned or what someone else could learn from your experience.

Mistake # 4: You have a wimpy call to action

Let’s say you need to fill up your martial arts class. In your company newsletter, you’re going to create a killer special offer to get them to commit. You need your customers to respond. You can’t simply hope they will – you have to make an irresistible buying opportunity for them.

You have to be pretty darned clear what you want them to do, too. Just saying ‘please respond’ is wimpy and vague. Tell them to ‘call today’. Provide a deadline to take advantage of your great promotion.

Offer a fast action bonus if they are among the first 10 respondents.

Most biz owners just hope their customers will act on their offers. And most customers don’t – because they’re usually pretty busy people. So you have to stop them dead in their tracks – interrupt them and get their attention.

Of course, none of this will work if you’re a complete stranger to them…

Mistake# 5: You don’t mail your newsletter every month

At 6 p.m. turn on your TV. What do you see?

In just about every city in the U.S. you’ll see the evening news. Granted, it’s usually the same old news, but you know it’s consistent.

Most newsletters are NOT this dependable. If you write a company newsletter, you must have a consistent publishing schedule.

The best frequency? Monthly. Just like you get your favorite magazine or even your bank statement every month – people have learned to expect things of importance on a monthly basis.

If you have promised your customers your newsletter will go out every month – then you do whatever you have to do to keep that promise.

Your newsletters can’t go to Aruba on vacation. It cannot become ill and call in sick. That won’t wash with your readers. Can you imagine the TV station canceling the news because some newsanchor didn’t show up one evening?

Newsletters do all the grunt work of relationship marketing for you.

And you want to miss a month? Are you crazy?

Although listed last, this mistake is the unforgivable sin of newsletter marketing.

The biggest reason for newsletter failure is because your company newsletter is a stranger to your clients. Muck up the frequency and the other four points become irrelevant. If you send it quarterly or just whenever you feel like it, you’re wasting your time and money. The response to your newsletter is directly connected to mailing frequency.

The bottom line

Unbridled self-promotion doesn’t work here. It’s necessary to promote yourself – just make it useful.

Your tone of writing is critical. Record yourself if you have to; but make sure you connect with your own unique voice.

If you can’t get your head around a casual and informal writing structure, use customer stories instead.

And never forget: This is not a hobby. Your send a company newsletter to make money. Don’t be half-hearted about promotion – use a strong call to action.

Without consistent frequency – i.e. monthly – your customers will forget who you are even if you do everything else right. It’s not fair; but that’s the harsh reality.

Newsletters require a lot of work and effort. There’s no point in doing them unless you get the results you’re looking for. Avoiding these five big mistakes will perk up your response rate in a hurry.

Copyright 2010

This article and blog 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

Hi [fname],

You’ve probably heard Roger (The Rocket) Clemens was indicted for lying to Congress.

Mind you, he hasn’t been found guilty… he was indicted.

If your legal mumbo-jumbo is lacking, that means the grand jury found enough evidence against ‘The Rocket’ to prosecute him.

But… it doesn’t mean he’s guilty.

Never forget Clemens is a ‘business’. Just like Tiger, Inc. Product endorsements, speaking gigs, etc. have now vanished for a long, long time.

Why? Because the accusation is the same as a conviction in the minds of most people.

What you learn from this:

1. Lying under oath is never a good idea – just ask Martha Stewart.

2. If you screw up… just admit it (and quickly) – remember Toyota?

3: Word of mouth; public opinion; false accusations… are ALL powerful influencers.

No biz is perfect. Sometimes we just screw up. You may not view this as marketing, but it is.

As Andrew Lock says, everything is marketing and marketing is everything.

Never think for a minute your company isn’t being judged when you answer the phone… or make a service call… or send out a marketing piece.

You can be indicted in a heartbeat by your clients or potential customers.

Brett and I think our job is to help you avoid marketing pitfalls… like shabby direct mail pieces and ineffective relationship marketing.

So, we’ve planned another Mastermind Webinar at Done For You University.

The date is Monday, August 30th at 6:30 p.m. CST. More info to follow.

Here’s what people thought of the last Mastermind:

Brad: “I really enjoyed the information you presented.”

Bill G. said, “The webinar was fantastic… I really didn’t know you guys were such accomplished and knowledgeable marketing experts. I look forward to your future webcasts and purchasing your newsletter.”

Karen H. commented, “Thank you for the re-broadcast of the Mastermind call which I enjoyed and learned from.”

And Joe K. said, “I listened to the call on Done For You University… really good stuff.”

Don’t miss out. It’s free and it’s pure, phenomenal marketing info.

-  David Gruttadaurio
The Relationship Marketing Expert

PS: Click here to read the September Exceptional Living company newsletter.
PPS: Ever wonder why your banker needs your help? Click here.

—————————————————————-

About David Gruttadaurio

http://www.newslettersmadeforyou.com

David Gruttadaurio is widely recognized as the expert in print newsletter marketing and relationship-based marketing.

David now has clients from around the world who are successfully using his products.

He is the editor of Exceptional living newsletter and a published author in print and online magazines and blogs.

David and his family live in the small town of Princeton, Indiana.

Cal decides to enthusiastically endorse said blender. Whaddaya think? Would that sell more or less of these blenders?

The answer is obvious. You betcha.

Association and Authority ALWAYS sells more stuff, whether it be products or services.

It doesn’t matter whether it’s Michael Jordan pitching soft, cottony underwear, or Oprah rendering her judgment on a noodle recipe.

If you take an ad and simply put their mugs next to ANYTHING… their association and authority will make selling that product or service much, much easier.

Here’s an example of a sneaky way to do it:

Ever notice how some websites prominently display the brands UPS and FED EX, along with Visa and MasterCard, etc. front and center on the home page of their store front?

This is really smart. It’s a great example of ‘borrowed authority.’ Doing this gives their site more credibility because of its ‘association’ with these big, well-known companies.

Sometimes, authority is created. Remember the ‘Maytag repairman?’  That poor lonely dude that single-handedly revolutionized washer and dryer sales. Mr. Whipple did the same thing for Charmin.

How can you do this with your biz?

It’s actually pretty simple. Go out and get yourself some ‘cachet client’s.

What is a cachet customer, you ask?

These are your high-status clients… customers who are very well-known and respected in the communities you serve. They are sorta like ‘local’ celebrities.

Here’s why you need as many of them as possible:

The fact that they selected YOU to be the vendor for your products and services is reassuring proof to others that you are the right choice – the only choice, really – as a great company to do business with.

When a cache customer uses your company, your competence and credentials and reliability are rarely questioned.

It’s all about relationship marketing. Never think for a minute success is achieved any other way.

-  David Gruttadaurio
The Relationship Marketing Expert

PS: Click here to read the September Exceptional Living company newsletter.
PPS: Ever wonder why your banker needs your help? Click here.

—————————————————————-

About David Gruttadaurio

http://www.newslettersmadeforyou.com

David Gruttadaurio is widely recognized as the expert in print newsletter marketing and relationship-based marketing.

David now has clients from around the world who are successfully using his products.

He is the editor of Exceptional living newsletter and a published author in print and online magazines and blogs.

David and his family live in the small town of Princeton, Indiana.

This is a story of musical marketing magic.

At 62, Jimmy Buffet has quietly amassed a fortune of nearly $1 billion. Not many recording artists have made more money or had as long a career.

Consider:

-  His annual income is in excess of $40 million.
-  His books are best-sellers
-  There’s Radio Margaritaville on Sirius
-  His Margaritaville café on the Las Vegas strip is the top grossing restaurant in the nation.
-  While the music industry tanks, his “License to Chill” has recently gone No. 1.

He’s accomplished this by doing two things:

1. He gives his fans exactly what they want.
2. He works damn hard.

Giving Your Customers What They Want

Jimmy learned quickly that once they’ve bought into you, there is no end to the customers’ willingness to buy.

So… every Jimmy Buffet album uses the same content model: Include a couple of party songs, a sad story, a ballad and a couple of middle of the road songs. And every song tells a story.

His concerts are no different. For the last 15 years, each one includes eight specific songs. Why? Because those are the songs his fans want to hear.

The same applies to his restaurant business. Buffet once said, “All people want is a good hamburger and a great margarita; and that’s what we give them.”

Jimmy knows he has rabid fans – fans that will buy ANYTHING from him. And boy do they ever!

He sells literally hundreds of products; everything from flip flops to frozen shrimp; including blenders, bottle openers and boat flags… and everything in between.

Here’s what drives all of this:

You Get What You Got By Working Hard

Ask a Parrot Head (that’s what his fans are called) what Jimmy’s life is like, most of them would say:  “Oh, he takes it easy all day. He flies his planes around; he lies under a palm tree at the beach; and he definitely parties every night.”

If you asked them where he lived, they would say places like Palm Beach or Key West or St. Barts.

What they don’t understand – but YOU need to ‘get’ – Jimmy’s entire marketing plan is based on the perception he’s a laid back dude living on the beach and snoozing in a hammock.

In reality, nothing could be further from the truth.

Jimmy lives in Long Island, N.Y. He puts in tons of hours behind a desk. When he’s not arranging tour dates with promoters, he’s talking to restaurant managers and selling products by the boatload.

Jimmy Buffet knows about hard work. But he perpetuates the marketing myth that he’s a model of easy leisure and fun. It’s the exact message his fans love to embrace.

What about you?

Do you see it’s all about your relationship with your customers?

Relationship marketing drives nearly every successful business – whether you’re a musician, a plumber, a realtor or a carpet cleaner.

Your customers are buying products and services from someone; it might as well be you.

Start with a monthly contact with them. Our Exceptional Living company newsletter has raised relationship marketing to an art form.

But that’s only one marketing touch. Jimmy Buffet uses several. So should you.

We may not have blenders and bottle openers for you… but soon we’ll a ton of other highly effective ways to do relationship marketing with your customers.

Stay tuned!

- David Gruttadaurio
The Relationship Marketing Expert

PS: Check out the September newsletter. It’s something your clients will absolutely want to read.

DATE & TIME: Tuesday, August 3rd at 6:30pm Central
FORMAT: Simulcast! (Attend via Phone or Webcast — it’s your choice)
TO ATTEND THIS EVENT, CLICK THIS LINK NOW…
http://AttendThisEvent.com/?eventid=14234754