Newsletters are not perceived in the same manner as a postcard, a flyer or other forms of direct mail marketing. When people receive these or anything else that has a sales and marketing feel to it, their guard goes up and they think, “Uh-oh. What are they trying to sell me?”
Newsletters work well because they tend to be read as informational, making them more welcomed when they are received. As such they have higher readership than other forms of advertising. People also tend to be more receptive to what you have to say in your newsletter because newsletters aren’t meant to be sales tools. Rather, they are designed to be a resource.
In one of his No B.S. Marketing Letters, Dan Kennedy put it this way, “People are conditioned to be less resistant to reading information, such as articles, than they are advertising.” Since people are conditioned to be less resistant to reading information, which is exactly what a newsletter should be, most people read a newsletter with their guards down. This is a HUGE marketing advantage. When your customers’ guard is down, they are open and receptive to what you have to say!
A customer newsletter is the strongest marketing and business building tool available—bar none. Newsletters open doors. That is the magic of why newsletters are such an effective marketing tool—people don’t realize they’re actually reading something that’s going to cause them to buy . . . if the newsletter is done correctly. That’s the big caveat here. To learn more about creating a great newsletter that gets results, I invite you to take a look at my wildly popular program No Hassle Newsletters at www.nohasslenewsletters.com where you’ll learn why dollar for dollar newsletters are the most effective marketing and custom retention tool available. If you find that you don’t have the time or the staff available, you can also learn about my Platinum Plus Concierge program at www.nohasslenewsletters.com/#platinumplus.
Come back tomorrow for Part 2 when I explain how newsletters help Establish and Maintain Customer/Client Relationships