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.

We boldly go where others have not gone before. We take risks most people would never consider. We have clear vision while the rest of the world wears bifocals.

Normally, we couldn’t care less what others think about us. We’re oddballs to most people anyway.

And that, my friend, can be our Achilles’ heel.

Why?

Because even though it goes against our grain, we… (ugh)… must try to be popular – we have to get people to like us.

Again, why?

Because of this absolute, undeniable truth: People will only buy from people they like.

This is accomplished by staying in touch with our clients. But our goal isn’t to sell them something… well, OK… it is; but we do it in a non-threatening way that doesn’t irritate them.

We stay in touch to build a relationship with our customers. This is called relationship marketing.

I know a former carpet cleaner that is now a VERY successful internet marketer. He sent out a company newsletter for 99 consecutive months – until he sold his business in 2004.

He spent about a buck per customer every month. He said, “Every time I mailed the customer newsletter, I received anywhere from 5 -10 times return on my investment.”

Yep. It really works.

The more you communicate, the more people get to know you; the more they will like you; and yes, the more they will buy from you.

Let me show you what a REAL relationship marketing tool looks like. Let me send you three free copies of Exceptional Living newsletter. Click Here

Get your customers to like you. Popularity has its rewards.

We have newsletter ideas that work.

- 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

George Patton once said, “A good plan violently executed NOW is better than a perfect plan executed next week.”

Let’s back up for a minute. I’ll bet you didn’t know this:

In the summer of 1912, Patton was a 27 year old Olympic athlete. He participated in the first modern pentathlon. He finished 5th.

One of the events was fencing.  After the Olympics, Patton studied with the greatest swordsman in Europe, the French ‘Master at Arms’.

He became the US Army’s youngest ever ‘Master of the Sword.’ Patton used his skills to improve and modernize the army’s saber fencing techniques.

But it was too late. The nature of war was changing quickly.

Saber cavalry units became obsolete – almost overnight. By the end of WWI, armored (tank) combat had replaced horse cavalry warfare.

However Patton’s skills and the lessons he learned were not wasted. He simply adapted his ‘move forward and attack’ saber techniques for use with armored warfare.

He became the most feared U.S. general in WW II.

3 Ways To Apply These Lessons In Your Biz

1. TAKE ACTION!  Don’t sit around analyzing things to death (paralysis by analysis); get something up, and start selling it NOW. Make it better as you go.

2. LEARN FROM THE BEST! If you want to learn how to market your business, seek out and learn from those who are doing it, and doing it well!

3. ADAPT! Sure, things change in your business – sometimes overnight. Patton went from being a saber expert to a tank warfare expert. Take the lessons learned and skill sets mastered and adapt them. Never say, ‘but my business is different’.

Regarding ‘Take Action NOW’: Do this by getting out of your comfort zone.  Never tried newsletter marketing? Just do it. And now you can do it for less money than before.

Only $1.49 for a personalized, 6 page, full, edge-to-edge color company newsletter that’s PRINTED and MAILED first class for you.

There’s still plenty of time to get started right now. Click here to activate your free account.

Got an account already? TAKE ACTION NOW! Log on here.

Make Patton proud.

We have newsletter ideas that work.

- 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

So says Dan Kennedy. I tend to agree with him.

DK often says there is ALWAYS money out there. It moves around; shows up here, goes there… and it may be at low tide now… but it never, ever goes away.

Think about it:

In the last nine days, people have happily shelled out $209 million to see a movie that was first made 59 years ago (Alice In Wonderland.)

And speaking of movies, Avatar is now up to $730 million – and that’s just in the US. It’s getting close to $2 billion worldwide.

On Super Bowl Sunday, we buy pizza by the ton. Millions of Haiti-relief dollars flew in at light speed. Special Disney VIP tours are always booked solid, at $1050 a pop (plus admission costs – tips are suggested).

The point is that money is alive and well and flowing freely.

Said Dan Kennedy: “The trick to get yourself standing where it’s flowing to, NOT where’s it’s leaving.”

Unfortunately, most people now are on the defensive. They’ve shuttered their doors and windows, trying to ride out the recession.

Perry Marshall calls that “slow motion suicide.”

He recently said, “Those who prevail have decided to be 21st century alchemists and every single day they’re trying to figure out how to deliver a more awesome customer experience.”

We can help.

Exceptional Living company newsletter delivers a massive 8.4 of WOW on the Richter scale. It’s the ultimate relationship marketing tool.

Don’t take my word for it. You have to see it for yourself.

Click here for the latest sample newsletters pack of the last three months of Exceptional living… including the new April issue.

We have company newsletter ideas that work. And we provide them all for you in a simple online newsletter template.

- David Gruttadaurio
The Print Newsletter Expert

PS: Get your hard copy of the April newsletter in your new sample pack. Click here now.

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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

If you’re late long enough, at some point you start getting those nice letters from the collection agency.

First, you get a letter with the typical request to pay your debt; you’re urged to ‘govern yourself accordingly.’(I never understood what that meant.)

If you don’t respond, a second letter arrives in the form of a ‘friendly reminder.’

Keep ignoring them and things begin to get ugly. A third letter arrives with that big, red ‘Final Notice!’ stamped on it.

Those are called sequential mailings. They are based on a principle called ‘repetition for emphasis.’ If something is important, it gets repeated more than one time. Not verbatim, but it’s restated in a slightly different way multiple times.

Sequential mailings work for collection agencies. And they’re just as effective for entrepreneurs.

It’s the key to making your marketing work.

“You can’t advertise today and quit tomorrow. You’re not talking to a mass meeting. You’re talking to a parade.”

So said Bruce Barton, a founder of advertising giant BBDO.

Bruce’s point?  Repetition is critical.

No single ad will ever bring in enough customers to keep a business thriving and successful.

In fact it’s been proven repeatedly most consumers will not respond to a marketing piece until at least the seventh exposure.

This is why sequential mailings are so effective.

And it’s the same principle that makes company newsletters work.

Sending a newsletter once or twice a year doesn’t keep you in your client’s awareness path.  Even sending a quarterly newsletter is unproductive.

You have to consistently and regularly mail a monthly company newsletter. It’s called relationship marketing.

I’m not being self-serving here, folks. This is how marketing that works… uh, works.

Newsletter marketing isn’t a sprint. It’s a cross country race. You’re in for the long haul.

Just keep it friendly, not ugly.

BTW: If you didn’t see yesterday’s email, click here to check out the April Exceptional Living client newsletter.

We want to be your newsletter publishers.

-  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

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 company 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. It’s relationship marketing at it’s very best.

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

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

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 company 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 relationship 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 company newsletter, 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 it means 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.

Yep. Just ask Phillip Morris.

The Marlboro brand was marketed for several decades as a ladies cigarette… it was “Mild as May.”

Then a new idea was pitched. It was simple, really. Expand your target audience by changing the marketing message.

That idea was The Marlboro Man.

Love him or hate him; it’s the most powerful brand image in the history of marketing.

How powerful?

In 1954, Marlboro was a $154 million a year brand. Not too shabby, really.

Then, in early 1955, The Marlboro Man went national. By the end of 1955, Marlboro was a $5 billion brand. That’s right… BILLION. A whopping 3241% sales increase.

By 1957, Marlboro’s sold $20 billion.

In 1971, cigarette ads were banned from TV. But The Marlboro Man continued his relentless ride. By 1972, Marlboro became the number one tobacco brand in the world.

Putting our complaints and ethical issues aside, as a marketer, we have to ask:

What made this idea work?

Answer: Phillip Morris was NOT selling cigarettes. They created and sold a desirable lifestyle image. Guys wanted to be like him; girls wanted to be with him.

It’s still being done today. Pay attention to the Starbucks, Lufthansa Airlines, and Polo Ralph Lauren brands. They rarely speak about their products or services. But they always glamorize the people using them.

Big lesson here. Why can’t you do the same? Think real hard how you can make your products or services about MORE than what they are.

This is EXACTLY what we did with our company newsletter, Exceptional Living. Click here to view.

The header features a beautiful beach and a couple lounging under a palm tree. It’s “The Insider Resource For The Art Of Living Well.”

Sure. It’s just a customer newsletter.

But… it’s also promoting a lifestyle promise… it’s presented with style… and most importantly, YOU were the one to send it to them.

In 2010, make this one of your BIG ideas. Send your customers Exceptional Living every month.

I can’t guarantee a 3241% increase in business. But I can guarantee a 300% increase. It’s a promise. Click here for more info.

Taking action just feels… great!

-David Gruttadaurio
“The Print Newsletter Expert”

Dad went to the same hardware store every Saturday. He’d buy stuff, of course.  But the store owner usually asked dad to have a cup of coffee  with him.

For the life of me, I can’t remember his name – but I do remember that he smiled a lot.

Who knows… maybe that was all part of his plan…

The hardware guy had a talent for developing a bond with his customers. Today it’s called building a client relationship.

No one knew about customer newsletters in those days. Looking back, I guess you could say he used a verbal newsletter.

He was quick with a story or a joke. He’d chat about current events. And he always mentioned who shopped earlier that day (testimonials?).

He did everything a customer newsletter is supposed to do.

Exceptional Living newsletter is just like that… kinda like you’re dropping in for coffee with your clients.

It provides a ton of interesting info, told in fun and easy to read way.  It’s all about having a conversation with someone.

I guess it doesn’t matter what decade you live in. Creating clients for life just comes naturally to an entrepreneur.

Exceptional Living makes it easy.  And getting started is free, fast and easy.

Get a conversation going over a cup of coffee with your customers, starting with the February issue.

BTW: There’s a great article on page two on how passwords get cracked.  You’ll change you passwords after reading it. I did.

You can check it out here.

Taking action just feel right.

- David Gruttadaurio
“The Print Newsletter Expert”