Newsletters Made For You- Exceptional Living

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

What I love about DK 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.

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.

Taking action just feels right.

-David Gruttadaurio
“The Print Newsletter Expert”

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Back when I was a kid, shopping was a social event.

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”

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… but there are tons of people who will.  And they’re happy do so.

Here’s the skinny:

Evian sells mineral water. You can buy it in any supermarket.

But Evian also sells premium bottles of the same water in fancy restaurants for 20 bucks a pop, “for a true luxury water experience.” Really… that’s how they describe it.

Same stuff…just in a stylishly elegant bottle.

It gets better.

You can also buy Evian’s Facial Spray. It’s sold everywhere for $15, from upscale Nordstrom’s to Target. It’s an ultra fine, pure mist of… water.

This is why you should care:

IT’S JUST WATER!  Yet, people willingly pay a lot of bucks for what is generally free in your home.

Why? Because it’s been ‘premium-ized.’ I think that’s a word…

Evian (and others) has marketed water as a luxury product. They do this by the look and feel of their ads and how the product is packaged.

They get away doing this because 20% of consumers will only buy what they perceive to be the best.

It doesn’t matter what it is.  If there’s a more expensive option, they’ll take it. And this rule applies to ANY market.

If they can do it with water, you can do it with your products and services.

Give this some thought: What could YOU offer that’s a higher-end alternative for those customers that just want the best?

Think hard on how you can premium-ize what you already sell. Heck, they can sell water as a luxury…

Exceptional Living can help you ‘package’ your business to solidly create a premium look and feel.

Imagine your customer’s faces when they open their mail box and see a full, edge-to-edge color, 6 page newsletter (or is it a magazine?) from you!

Honestly, it will have a huge impact on them… and their view of you, while building a stronger relationship with them.

Let me send you three free cross industry samples. Click here and tell me where to send them.

Taking action just feels right,

- David Gruttadaurio
“The Print Newsletter Expert”

PS:  Did you know that Evian spelled backwards is ‘naïve’…

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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.

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 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 a 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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Really… are you sure?

The last time I checked, ALL businesses:

1. Have competition.
2. Must advertise to get people to know about them.
3. Must convince people to buy.
4. Must keep their customers.
5. Must avoid failure on the path to profits and success.

Plus: Consumers are just like me and you – with the same dreams and desires as everyone else.

So how the heck is YOUR business different?

It’s big temptation to think this way…

But even more than that – it’s also a roadblock to your success.

Take client newsletters.

It’s a given you need to keep your clients from wandering off. Plus, you want your customers to buy more and to buy often.

Client newsletters will do this.

And it doesn’t matter what business you are in.

I don’t care if you have a restaurant, sell insurance, pump gas or dig ditches. It doesn’t matter if you live in a big city or a small town.

All businesses either make stuff or they do some stuff. And then we all sell said ’stuff’.  We keep score by seeing how much stuff we can sell.

So don’t rip yourself off.  Don’t use this excuse to let you off the hook from actually trying a customer newsletter.

You’re selling to humans, not Martians.  We use those emotions daily to make buying decisions – no matter what is being sold.

So yes, Exceptional Living Newsletter WILL work in your business. Click on the link to see why our newsletter template is simple to use.

Taking action just feel right.

- David Gruttadaurio
“The Print Newsletter Expert”

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Maybe these reasons will resonate with you… or, maybe you think they’re a pile of crap.

7 reasons you DON’T need a client newsletter:

1.   Your customers don’t need to be reminded you appreciate their business.

2.   Everybody knows who you are and what you have to sell.

3.   You have more important worries than promoting your business.

4.   Your customers would never ‘jump ship’ for a competitor.

5.   Your competitors are not ‘gunning’ for your customers.

6.   Newsletters are just another business expense – not an investment.

7.   No one else uses newsletters, why should you stand out and be different?

Even if only ONE of these reasons sounds dumb to you, then get to work and start a kick-butt customer newsletter program that leaves your competitors confused and slack-jawed.

Doesn’t having clients for life sound really good to you?  That’s what relationship marketing is all about.

Our custom newsletter template is 97% done for you – actually, it’s brain-dead simple to use.

We even print it for you!

So there are no excuses… and no procrastinating.  Just do it – NOW.

Exceptional Living works.

Ask Aaron of Miller Brothers Auto Repair. Exceptional Living made his business $22K in one month from his newsletter mailing.

Taking action just feels right,

-David Gruttadaurio
“The Print Newsletter Expert”

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“My dental practice is down 40% this year.”

This is what a dentist told one my JV partners recently.

Bill (the JV partner) figures he must have a plan in the works to solve this BIG problem and asks him, “So… what are you doing about it?”

The dentist tells him: “Well, I had a bunch of new pens made up and I’m handing them out like crazy.”

I know. This sounds like a bad joke and I just delivered the punch line… but it is an absolutely true story.

This poor guy is running around in the dark without a flashlight. The recession has him stumped and pretty soon it’s going to have him stomped.

Will a patient or client newsletter fill his chairs this week?

Probably not.

But if he’d been sending his patients monthly newsletters even just three or four months ago, his practice wouldn’t be down at all.

My first piece of advice to him would be start sending direct response postcards NOW!

The second piece of advice is for him to sign up for his free account at WebtoPrintIQ.com ASAP and get the top 20% of his patients in the customer newsletter pipeline.

Client contact that builds relationships is what Exceptional Living newsletter is all about. Who doesn’t want Clients For Life?

Is your business down this year?

Let’s get to work.

-David Gruttadaurio

“The Print Newsletter Expert”

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We like to think we’re unforgettable.  The truth is, most of our customers forget us pretty darn quick.

Our challenge is to be extraordinary…  so exceptional that our clients think about us even when they DON’T need our services our products.

We do this by building familiarity with our customers.

One way to make this happen is with a tag line – a simple phrase that people can use to remember you and what you do.

Find inspiration from the top ten advertising slogans of the 20th century, identified by Advertising Age magazine.

1.  Diamonds are forever (DeBeers)
2.  Just do it (Nike)
3.  The pause that refreshes (Coca-Cola)
4.  Tastes great, less filling (Miller Lite)
5.  We try harder (Avis)
6.  Good to the last drop (Maxwell House)
7.  Breakfast of champions (Wheaties)
8.  Does she … or doesn’t she? (Clairol)
9.  When it rains it pours (Morton Salt)
10.Where’s the beef? (Wendy’s)

Here are the top ten TV ad slogans of the last century:

1.  You deserve a break today (McDonalds)
2.  Be all that you can be (U.S. Army)
3.  Pepsi Cola Hits the Spot (Pepsi Cola)
4.  M’m, M’m good (Campbell’s)
5.  See the USA in your Chevrolet (GM)
6.  I wish I was an Oscar Meyer Wiener (Oscar Meyer)
7.  Double your pleasure, double your fun (Wrigley’s Doublemint Gum)
8.  Winston tastes good like a cigarette should (Winston)
9.  It’s the Real Thing (Coca Cola)
10.A little dab’ll do ya (Brylcreem)

Look at these lists again. Most of these slogans haven’t been used in decades. Winston Cigarettes hasn’t used their slogan since 1971. McDonald’s stopped using “You deserve a break today” in 1983.  Yet many people can still identify the company by just saying the slogan.

Here’s the thing about big companies:  They can abandon things that work because they have huge advertising budgets.  You don’t.

So stay with things that work.

An example of this is a customer newsletter. It can also build strong familiarity with your clients – and it will do this every single month you send it to them.

Got a great slogan? Plaster all over your client or patient newsletter!

Print customer newsletters are not perceived as regular marketing. They’re seen and read as being informative and fun rather than simple advertising. People keep them longer and will often pass your newsletter on to friends, neighbors and associates -  it’s a great way for your business to get referrals.

You need to use everything you can to create familiarity in mind of your customer or patient.  When the time comes and they are ready to buy – YOU will be the only business they think of.

That’s how you build  a relationship and get clients for life.

Let’s make it happen,

-David Gruttadaurio
“The Print Newsletter Expert”

PS: Like what you read? Tell me (leave a comment) and tell others (retweet me).

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Ask any MBA (MBA stands for More Bad Advice, by the way) what they think is your most important business asset and you’ll get all kinds of goofy answers:

- Intellectual property
- Employees
- Cash in the bank
- Inventory

No doubt… these are important. But they’re not your MOST IMPORTANT ASSET.

Every now and then you find one who’s close, but still doesn’t quite get it — he’ll say “your customers.”

But even this isn’t quite right. I know lots of businesses who have huge lists of customers that are just plain worthless.

The real asset in any business is the strength of your relationship with your customers.

That and that alone is the real asset in any business. Why? Because the better your relationship, the more they buy from you. It really is that simple.

It costs a lot of money to get a customer — but if you treat them right, if you build a PERSONAL relationship with them, they will buy from you for years and years, almost like an annuity. That’s where the real profit is in any business… and a client newsletter will make that happen.

Exceptional Living client newsletter has proven for years it is the ultimate personal relationship building tool for your clients — and the August issue is now ready for viewing and editing.

Sign in and get started now:  Click Here

Let’s make it happen,

-David Gruttadaurio
“The Print Newsletter Expert”

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