Newsletters Made For You- Exceptional Living

While reading the Sunday paper, I came across an article about a family-owned business started in 1942.

It’s a fitness equipment company.

And like most fitness supply stores, they also had a shoe department.

This is where it gets interesting: They recently spun off the shoe department and made it a separate enterprise.

That isn’t the interesting part.

Then they created a new market for custom fit shoes. They call their new enterprise Ultimate Fit.

Their specialty is fitting shoes based on the customer’s feet, gait and body mechanics.

Can’t say for sure what that means…

But I can tell you this: They have a hit.

We drove by the place and it was hopping. There were at least a dozen people (mostly kids with parents) in the store.

Then… they branched out to setting up spaces in the fitness clubs and doctor’s offices. They promote their biz through organized races and walks in the community. They hold clinics to educate consumers on the importance of properly fit shoes.

Do you get it?

They reinvented themselves. They became About Something Significant. Dan Kennedy talked about this in his January newsletter

Granted, at the end of the day, they just sell shoes.

But to their clients, their community, their industry… they are much more significant than the sum total of what they sell.

Why can’t you do the same thing? And please don’t say your biz is too ordinary to be About Something Significant.

With this in mind, how many of your competitors send a monthly client newsletter? I don’t know you personally (yet), but I do know the answer:

Zip, zilch, nada, zero.

Stand out, be significant, reinvent yourself. Begin the process in a very tangible and real way. Send your customers killer newsletters each month. Our customer newsletter templates online are free to use. Exceptional Living is… well, exceptional.

They’ll remember you as being About Something Significant.

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

Taking action just feels right.

-David Gruttadaurio
“The Print Newsletter Expert”

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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.

Copyright 2010

This email 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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Don’t worry… berserk violence isn’t required.

People today are mailing less.  A lot less.

As Americans turn from paper to electronic communications, the amount of mail handled by the Post Office continues to drop.

From 213 billion pieces in 2006 to 177 billion last year.

BTW:  Those numbers are staggering. Now you know why our mail occasionally takes a ‘left turn’ on us. Overall, the U. S. Postal Service is incredibly reliable.

Anyway, this means that your marketing will stand out even more in your prospects and clients mail boxes.

And it will get even better. Volume is expected to drop to 150 billion by 2020.

This is good news, indeed.

Now is the time to step up your print marketing. While everyone is falling back to email-only marketing, your mail will definitely get noticed.

This is why newsletter marketing is so hot. No one is doing them… including your competitors.

Some biz owners think they’re hopelessly old school. Others may have tried client newsletters and failed (they’re harder than they look).

Most entrepreneurs think of printed newsletters as quaint old things, like handwritten letters or electric typewriters. So while marketing certainly isn’t exempt from fads, client newsletters are absolutely evergreen.

And if you do it right, your customers will actually look forward to getting their client newsletter each month.

Exceptional Living is now only $1.49 each – printed, personalized, addressed and mailed first class.

Activate your free account and jump in. You can play with the cool editing features, upload images to your account, etc.

You don’t pay a dime until you decide that you want to place an order. In the meantime kick the tires on our free newsletter templates.

If you do choose to order, for less than 18 bucks a year per client, you can keep in touch every month and build your customer relationships.

I’m hard at work on April’s issue of Exceptional Living. It should be ready for viewing in the next few days.

I’ll keep you ‘posted (pun intended).

Taking action just feel right.

-  David Gruttadaurio
“The Print Newsletter Expert”

PS: Save $77! I’ll waive your first month’s subscription of Exceptional Living print newsletter!

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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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Getting a client to write a testimonial can be tough – even if they’re your number one fan.

This is because people generally hate writing. And they fear sounding dumb even more.

But you gotta have testimonials!

You can talk all day how wonderful you are. But when people hear the same thing from someone else, NOW it becomes believable.

4 Testimonial Tips You Need To Know:

1. Do not ask you client: “Can you write a testimonial about me”

You won’t get any replies. Instead, send a form with four or five leading questions that cannot be answered with ‘yes’ or ‘no’. If you use mail, include a stamped, self-addressed envelope along with a nice letter.

Bad example: “Did we do a good job?”
Better: “What did you like best about our job [or product]?”

Phrasing your questions like this will get much better comments.

2. Long testimonials are better than short ones

Saying “…fabulous…” or “…excellent, wonderful” looks suspiciously faked and skillfully edited. I call these ‘movie review’ testimonials.

Full sentences – two or three of them – come across as more believable and sincere.

3. Specific, detailed testimonials are better than general or superlative testimonials.

Bad example: “We are very pleased with your product.”
Better: “It’s hard to find a company like yours that really cares about the customer. Thanks for…”

The prospects you’re trying to sell probably have the same problems you solved for your current customer. Let Mr. Customer tell Mr. Prospect how your company came to his rescue.

4. Always use full attribution. Use their full names PLUS the city and state they live in.

Bad example: “D.G. in Indiana” or simply saying, “David G.”
Better: David Gruttadaurio, Princeton, Indiana

People will be more likely to believe it’s a real testimonial if you provide full disclosure.

NOTE: You must get written permission! Even this should be done in a non-threatening way to your client.

Don’t ask, “Can I use your testimonial?” Instead ask, “Can I use your name and tell people you are a happy customer?”

Testimonials are one of the eight Involvement Triggers used in Exceptional Living client newsletter. Discover the other seven. Click here.

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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“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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I just spent two very full days (9 a.m. to 9 p.m.) with 15 extremely sharp and savvy entrepreneurs in Andrew Locks Magical Mastermind group.

As promised, this is 2 of 5 marketing strategies you can use in your own business.

We have a copywriter in the group. He’s worked for Donald Trump, Mark Victor Hansen (Chicken Soup For the Soul series) and many other heavy hitters.

He told us he’s studied fundraising for years. He wanted to figure out the number one reason that motivated people to give money.

Then he asked us what we thought it was.

The answers ranged from ‘guilt’ to ‘a love for people.’

The answer?

People donated money because they were asked to do so. Yep… it’s really that simple.

BIG TAKE AWAY: It sounds simplistic, but it’s true. The reason we don’t sell the service or the product is because we don’t we don’t pull the trigger: we fail to ask for the sale.

This hit hard. Looking back, I could see how true that was in my own experience.

Plus, our own attitude can affect the results. If we’re not 100% committed to asking for a buying decision, our prospects can sense this.

The saying goes, “he who hesitates is lost.” A lack of confidence in ‘pulling the trigger’ will almost always fail.

This applies to your sales copy, ads, online selling… all of it. You must have a call to action. You must say in some form: BUY NOW TODAY.

When you look at the monthly offer I include for you each month in Exceptional Living, you will see exactly how a direct response ad works.

Take me up on my offer: CLICK HERE and have me send you 3 samples of a client newsletter that really pulls the trigger.

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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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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Don’t have one?  You better not wait too long.

I’m not making this up. There is a real-life Director of WOW.

He works at High Point University. HPU is a private liberal arts university in High Point, North Carolina. It has about 4000 students.

The position was created TO ATTRACT AND RETAIN STUDENTS.

Gee… I wonder if applies to your business…

In their words:

“Without students, there is no university. To continually move forward, we must always ‘wow’ our students, our faculty, staff and friends. We must ‘wow’ anyone who comes into contact with our university.”

Here’s the top three things they did to create WOW:

1.   Brought in an ice cream truck and put up kiosks for free ice cream, food and drinks. This sells the value of generosity.

2.   Free car washes on the weekend. With all of the construction, this sells the value of respect for the students’ property.

3.   Valet parking for students after 9 PM. This sells the value of safety and security – even on an already-safe campus.

There’s a concierge desk, a hot tub and free snacks. Classical music wafts through the grounds. If it sounds more like a five-star hotel, HPU discovered when students know you care, they reward you by doing well in the classroom.

The list goes on and on. It’s really remarkable.

The bottom line is that enrollments have high skyrocketed and these students don’t want to leave.

How could this work in your business?

Be extraordinary. Be memorable. Knock your customers damn socks off.

Offer impossibly great customer service.  Let your customer know you and LIVE AND DIE by your guarantee to them.  Wow them so much they feel obligated to tell people about you.

You are the Director of WOW for your business. And I can help you with this.

A full, edge-to-edge newsletter will creates an amazing WOW factor for your company.

I do all of the heavy lifting for you. Exceptional Living client newsletter really is 97% done for you. The newsletter template is made for you.

It takes about two minutes to activate your free account.

This is how you get clients for life,

-  David Gruttadaurio
“The Print Newsletter Expert”

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To review…

The Law of Leadership says two bodies can’t take up the same space.  So if you become the first one, it’s your spot forever.

Having your own category is a powerful thing.  And being FIRST in your own  category makes it impossible for anyone to copy you.

If there’s not a category for you to be the first, fashion one.  And if you’re not already the first one in that category, then create a spot.

How can you do this ethically… without LYING?

It easy and ethical.  Here are 7 ways:

1. Be the first to accommodate a specific area of business

2. Take existing products or services and create another option that’s new

3. Be the first to cater to a market in a brand new way – offer the same product or service but put a new spin on it.

4. Customize a product or service for a specific market.  If you’re a carpet cleaner, say your customer base is residential homeowners. You could become the first to offer a special dust mite treatment exclusively for your customers.

5. Even if you’re not the first, you can market yourself as ‘the leader in carpet care for asthma sufferers’ or ‘the first cleaning service for the smart homeowner.’

6. Can you add a brand new service or product to your business no one else has?

7. Can you sell the same service but in a brand new market – using carpet cleaners again – specialize in working with pet owners.

It’s not hard to do – but it does require some deep thinking.  And once you come up with your strategy, market the hell out of it.

THE BOTTOM LINE

Don’t worry about being the best.  If you’re an ethical entrepreneur, you already have great products or services.

Being first is a heck of a lot more important.  When you do this, you will automatically receive status and ranking – and YOU never even have to bring it up.

Whatever you come up with  it doesn’t need to be exclusive. It just needs to be perceived that way.

Your next step? Create a USP (Universal Selling Proposition) and plaster it all over your monthly client newsletter.

Hey, did you know I have one you can use?  (I had to put that in there, right?)

Anyway, check out the December issue of Exceptional Living.  It’s a great print newsletter. Click here to see the December issue.

Let’s get to work!

- David Gruttadaurio
“The Print Newsletter Expert”

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Ruthless Rob Was Stunned – I Was Just Surprised
Got a call from Ruthless Rob this week.

He’s a good marketer. He understands direct response marketing. Plus he writes some pretty good copy.

Rob is a ruthless maniac about his marketing ROI. He tracks EVERYTHING.  If that sucker isn’t performing, it’s history.

He’s been using Exceptional Living for months, but he sent it as a PDF attachment in his emails.

Since he watches his marketing like a hawk, he knew the attachment wasn’t getting opened – in fact his emails were rarely opened.

So he took the ‘print newsletter’ plunge. He went to WebtoPrintIQ and created his October customer newsletter and uploaded his list. Then I printed and mailed it for him.

Here’s why he was stunned…

He got an 11 to 1 ROI, right out of the gate. Not only did they act on his offer, they called and emailed him raving how awesome it was. Exceptional Living was a monster hit with his clients.

At first I was surprised.

I tell our customers it takes time to build anticipation, to get their clients ‘in the groove’ as it were. Typically it takes about 3 – 4 months before it really takes off.

Then it hit me…

Rob’s clients were hyper responsive. They had been trained to react to his offers because of his direct response marketing. Exceptional Living newsletter was just the icing on the cake to his customers.

Sometimes I love being wrong.

Taking action just feels right,

- David Gruttadaurio
“The Print Newsletter Expert”

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