Newsletters Made For You- Exceptional Living

As entrepreneurs, our job is really pretty simple: We try to get people to do what we want.

Some guys make this look easy.

Everyone knows at least one person who can persuade anyone on just about anything.

You know what I mean… he’s guy (or gal) who can ’sell iceboxes to Eskimos.’

Do you think having this ability would be good for your business?

Well, here’s the big secret…

“Enter the conversation already taking place in your customer’s mind.”

In other words: The easiest way to persuade someone is with whatever is ALREADY influencing them.

If you get in synch with them… they WILL listen to what you have to say.

Take the economy as an example. Here’s what a survey recently revealed about the American people:

– 87% are worried about the future of the country.

– 61% feel that they “did everything right and still lost”.

– And 65% “can’t believe this happened to us today in America.”

So, what’s the conversation going on in most people’s heads?

Disbelief, Fear and Anger

So begin collecting the words, phrases and ideas your market uses. Speak back to them with their own words.

Pay attention to what’s being discussed in the newspapers, on Twitter, Facebook, etc.

Think about how you can solve their problems quickly… easily… and simply.

When your marketing strikes this kind of chord with your clients, they will be nodding their heads, slapping the table top, and saying, “Yes! That’s exactly how I feel!”

This is foundation of relationship marketing.

And when that happens, a connection is made. They will do anything you ask. Why? Because whatever you ask is going to be exactly aligned with what they already want.

Then, use your new-found magical persuasive power in ALL of your marketing:  Postcards, letters and of course, your monthly customer newsletter.

But… you can only use your powers for good; like increasing profits and winning clients for life.

We have newsletter ideas that work.

-David Gruttadaurio
“The Print Newsletter Expert”

PS: See what fuss is all about. Click here and I’ll send you three samples of exceptional living company newsletter.

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http://www.WebToPrintIQ.com

Copyright 2009

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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So we’re in Wal-Mart’s electronics department on Saturday. We were looking at a new iPod Nano for Stacy.

I had totally forgotten it was a holiday: National iPad Release Day. But I was reminded of Apple’s big day when I heard a small voice say: “I want an iPod Touch when I get older.”

I looked behind me; and then did a double-take. It came from a child sitting in a shopping cart.

“How old is he?” I asked his mom in amazement. “He’s five” was her reply.

Now I’m staring at him. I asked mom, “Where did he learn about the iTouch?”

“From his sister,” she said, nodding toward the nine year old girl nimbly working the iPhone on display.

I don’t know about you, but I’m pretty sure when I was five (and even nine), my aspirations didn’t include high priced gadgets.

You know how I talk about ‘clients for life’ a lot? This is exactly the reason why.

It’s also the reason why Apple’s revenue in 2010 is expected to be $54 billion.

Yeah, yeah, yeah… I know. You aren’t Apple.

But… you can be LIKE Apple.

Apple has created an ecosystem that consumers trust. Once you enter Apple’s digital universe, you never want to leave. It’s a walled garden full of beautiful and exotic stuff; it’s stuff people don’t just WANT – they deeply believe they cannot live without it.

Maybe your biz doesn’t fall in the hip, chic or cool category. Really, how many do?

But you can  build a wall around your customers. You can create a relationship experience so pervasive and powerful that they cannot fathom going anywhere else.

That my friend, is the basis of relationship marketing. It’s how you get clients for life.

And that is something you CAN do.

Start your customer lockdown with our company newsletter. Click here to check out the April issue of Exceptional Living.

We have newsletters ideas that work.

- David Gruttadaurio
“The Print Newsletter Expert”

PS: Click here and I’ll send you a hard copy of our relationship marketing marvel.

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http://www.WebToPrintIQ.com

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 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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I offer free marketing consultations – but only to you guys. (Click here to schedule)

So yesterday I’m yacking with Mike. He’d never considered marketing with sequential mailings.

It reminded me of this great Three Dog Night song:

“One is the loneliest number that you’ll ever do
Two can be as bad as one
It’s the loneliest number since the number one.”
.
One isn’t just lonely. It’s the most evil number in marketing. ‘One’ is very, very bad… closely followed by ‘two.’

The ‘happiest’ number in marketing is three… or more. Sequential mailings (three or more) will make you a lot more money.

Most businesses make this mistake: They think marketing with one ad, sales letter, postcard, etc. one time, will work.  WRONG!

This is how advertising legend Bruce Barton explained it: “You can’t advertise today and quit tomorrow. You’re not talking to a mass meeting. You’re talking to a parade.”

Bruce’s point?

Repetition is critical to your marketing success.

No single ad will bring in enough customers to keep your business thriving and successful. In fact, it’s been proven repeatedly that most prospects – and clients – do not respond to a marketing offer until several exposures.

Sequential mailings are the weird little trick entrepreneurs never use. It can take a single mailing… and put it on steroids.

Two important points:

1. Create urgency by giving the offer a deadline – and mention the deadline several times in each mailing.

2. You must have a reoccurring theme in each piece – a REASON for the special offer (your birthday, a holiday, the sun came up…)

For example, say you’re an automotive repair shop. You want to drive business by offering a $15.00 oil change special. That marketing hook must be mentioned in each mailing.

Mailing number one describes the phenomenal offer and the reason for it. Number two expresses concern why you haven’t called. Number three tell them they’re about to miss out on this fantastic offer.

Get it? Do this every ten days for a month for amazing results!

This same strategy drives company newsletter marketing. Regular marketing touches over several months will create clients for life.

It’s a vital piece of relationship marketing.

Let’s talk more about it. Click here to schedule your free marketing consultation.

- David Gruttadaurio
“The Print Newsletter Expert”

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http://www.WebToPrintIQ.com

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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Used to be… if you lost a customer… it was no big deal.

The lake was full, right?  It’s not like we were going to run out of fish anytime soon.

Good economic times seem to favor the fool. Sloppy entrepreneurship could endure… even prosper to some degree.

But everything is different now. And it will be for many years. What do expect when the national debt stands at $12 trillion?

The resulting New Economy has laid bare and exposed a lot of lazy, sloppy and casual entrepreneurs.

Please consider these next words as fact – carved in stone and brought down from the mountain:

The ONLY way to prosper in these decidedly unprosperous times is to dedicate as much time, energy and thought on scheming how to retain your current customers and make them clients for life.

Aggressively protect them. Club anyone that approaches. Bludgeon the would-be raider.

Here’s how you justify these defensive actions:

Your competitors know only one thing – get more customers. If they were working on client retention, 97.99% have now cut back or stopped.

They are feverishly searching for new blood. Seducing YOUR clients is their priority. They have YOUR customers in the cross-hairs.

How will you block their barrage? The best defense is a good offense.

Nothing… and I mean NOTHING… has proven to retain more clients and preserve the relationship with your customers than a company newsletter.

It’s the ultimate relationship marketing tool.

It’s time to begin circling the wagons, folks. Your business is under attack.

We can help. Our online newsletter template makes it fast and easy.

Check out the latest Exceptional Living company newsletter. Click here and I’ll send you the April issue NOW (plus two more sample newsletters).

…because now every customer is important.

- David Gruttadaurio
The Print Newsletter Expert

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http://www.NewslettersMadeForYou.com

http://www.NewslettersMadeForYou.com/blog

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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Yep, it’s true.

Some clients (actually a bunch) are NOT qualified to get your company newsletters.

This came up last week while talking to Ben.

His list is fairly large… over 5000 clients. Ben’s comment: ‘I can’t mail to all 5000 + customers.’

I told him I agree 100%.

Never forget: A print newsletter is a relationship marketing tool. Why would you want to bond with someone who’s repeatedly unresponsive; consumers you really don’t want as clients?

Your company newsletter is designed to target people that:
1. Refer your biz to others.
2. Are ‘cheerleader’ or ‘evangelist’ clients.
3. Spend money with you; and do so often.

Maintain constant contact with these customers. Begin ‘romancing’ them immediately. These are ones you want to become clients for life. Relationship marketing can make that happen.

In Ben’s case, it was those who’ve spent money with him in the last 2 – 3 years. We figured it was about 1000 customers.

So these are the ones that will get his April company newsletter.

I am NOT saying you should ignore the other customers. You simply use different marketing touches.

Postcards, sequential direct response letters, flyers, etc. are all extremely effective.

BTW: All of these are soon to be available from Brett and me. We’re keeping Jeff Commander and his crew VERY busy.

So… how big is your customer list?

Whatever its size, it’s unlikely the entire list is qualified to receive your print newsletter each month.

Never think you have to mail to ALL of your customers. That would be dumb.
Our April Exceptional Living newsletter template is locked and locked and ready for you.

Get started today. Click here.

We have newsletter ideas that work.

- David Gruttadaurio
The Print Newsletter Expert

PS: Did you know exactly 20% of 2010 is gone? Make the remainder into your best year ever. Click here now.

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

What I love about Dan Kennedy 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. It’s the highest form of relationship marketing.

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.

We ahve newsletter ideas that work.

-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

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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 Lock’s Magical Mastermind group.

As promised, this is 1 of 5 marketing strategies you can use in your own business.

Most businesses consider customer service to be a necessary evil. Who wants to hear people gripe about their stuff, right?

I’ve talked about Zappos before. Check out this blog post to get caught up. They excel at customer service… it’s legendary… it’s the gold standard.

Zappos considers customer service THE most important thing they do.

One of the guys in our group runs a multimillion dollar online nutritional supplement company.

So he’s telling a story about a REALLY unhappy customer. She was furious with the company. And she posted all of this fury on their Facebook page!

Here’s what they do when they have a real thorny problem:  They ask, “What would Zappos do?”

This is the kind of company Zappos is:

The nutritional supplement company actually called Zappos customer service. They wanted to know how Zappos would handle this customer.

Guess what?

Zappos’ customer service rep spent 30 minutes helping them work out a solution for their problem customer.

And then she cheerfully tells them, “Call us any time!”

BIG TAKE AWAY: Customer service is an attitude. And to be honest, I have a hard time with it in my service businesses.

But when I hear TRUE stories like this about Zappos, it always makes me rethink my customer service mentality. It makes me want to aspire to the Zappos standard.

What do you think about this?

How do YOU handle difficult customer services issues?

Leave a comment – I’d love to hear your thoughts about customer service.

-David Gruttadaurio
“The Print Newsletter Expert”

PS: If you haven’t requested your three free samples of Exceptional Living, click here now.

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Used to be, back in the day – your father’s day – customer loyalty was pretty much a given.

For example, if you were an ‘Oldsmobile’ man, you bought Oldsmobile vehicles until the day you died.

Brand loyalty ran deep.  It was taught to children; and then passed on to the grandchildren.

When I was a kid, we used to go to the same neighborhood restaurant every Sunday like clockwork. If we missed a week, the owner would call 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.

But that was then… and this is now.

Consumers today will desert you at the drop of a hat.

These new rules cut across entire industries and into the big cities and small towns.

A marketing plan from 1980 just doesn’t work anymore.

This is what has NOT changed:

75% of all buying decisions are STILL based on relationships.

Today we just have to work much harder now to earn (and keep) the loyalty of our clients.

Communication is the starting point of all relationships.  A client newsletter is the most powerful way to communicate to your customers.

Here’s why customer newsletters work:

Every time your client gets your newsletter, it’s another chance to get to know you better. And the better they know you, the more they will like you.

Consumers will buy over and over from people they like. Don’t you?  It’s becomes an enjoyable, pleasant and likable experience. It makes you feel good about your buying decision.

A customer newsletter sent regularly (key word) and that is interesting (another key word) has the marketing magic to accomplish this. If done properly, it can create relationships that last a lifetime.

If you haven’t looked at Exceptional Living lately, perhaps it’s time to add it to your marketing arsenal.

It’s how you can dominate your market.

- David Gruttadaurio
“The Print Newsletter Expert”

PS:  Click here to have me send you three free samples of Exceptional Living today.

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Used to be, back in the day – your father’s day – customer loyalty was pretty much a given.

If you were an ‘Oldsmobile’ man, you bought Oldsmobiles until the day you died.

Brand loyalty ran deep and was taught to children – even down to grandchildren. Those were the days when the phrase clients for life REALLY meant something.

When I was a kid we used to go to the same restaurant every week in our neighborhood. Like clockwork. If we missed a week, the owner called 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.

But that was then – and this is now…

Consumers today desert you at the drop of a hat.

These new rules cut across entire industries and into big cities and small towns.

A marketing plan from 1970 just doesn’t work anymore.

What HAS NOT changed is that 75% of all buying decisions are STILL based on relationships.

We just have to work harder to earn (and keep) the loyalty of our clients.

Communication is the key to any relationship.  A client newsletter is the most powerful way to communicate to your customers.

Here’s why it works:

Every time your client gets your company newsletter, it’s another chance to get to know you a little better.

Consumers will buy over and over from people they like. Don’t you?  It’s enjoyable buying from someone pleasant and likable.

It makes you feel good about your buying decision.

If you haven’t looked at Exceptional Living, maybe it’s time to check it out.

It’s the ultimate relationship marketing tool for modern times.

-David Gruttadaurio
“The Print Newsletter Expert”

PS: Click here to get three multi-industry issues sent to you.

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