Earlier this week I was traveling down I-80, on my way to a project construction meeting. When I had to make an unplanned stop at a rest area.
Who knew I’d walk out with a marketing lesson for you?
Of course, I’m always looking for topics to cover in these little ditties I put together for your entertainment and edification.
Anyway... So I’m at this rest area washing my hands when one of the Parks & Rec attendants sidles by wiping down the mirrors. He asks me if I’d like to subscribe to their “hand dryer newsletter.”
He caught me off-guard for a couple reasons, so I smiled and asked him, intelligently, “Huh?”
He went on to tell me it featured all kinds of dryers: “hair dryers, hand dryers, and so on...”
I looked into his eyes and saw a little glimmer telling me he was having some fun with me, trying to make his job more enjoyable...
Or he might have been a bit on the crazy side... I can't say for sure...
Whatever the case, he’d caught my attention. How the heck had he known I’d just been listening to a CD about creating successful business newsletters for “boring” industries?
I’m serious! In my car, I'd just heard a marketer talking about his monthly newsletter to his insurance clients. And a chiropractor doing the same thing...
What made their newsletter successful was adding personality to it. Each of these marketers aimed for a mix of 60% informal, non-business information and 40% information relating to his business.
They focused on using their newsletter to connect their own expertise with information their target audience wants to hear.
That's what you should be doing with your newsletter. And if you don't have one - get started.
It's a great way to stay in contact with clients and prospects. If you keep it interesting enough, they'll look forward to it.
And if you're not sure where you'll find the time to create content for a monthly newsletter? Hop on over to the contact form and we can discuss your options.
I can either help you develop your ongoing content, or I can help you come up with a strategy to help you create it yourself.
Your competition is doing it. And if they're not, they will be...
Even if you aren't looking to start a newsletter, let me know if these articlesare helping you out. I read and respond to every message you send.
Make it a great marketing day!