Change Strangers Into Friends With eNewsletters

In the upcoming issue of EMI, Loop Consulting's enewsletter, Marcos talks about the difference between going in to pitch a total stranger and presenting to one who knows things about you. Quite plainly, one has an advantage if the prospective client or customer has a positive impression of you before you arrive for your first appointment.

The strategy is to send a copy of your enewsletter to the prospect immediately after setting your first appointment with him or her. Your appointment may be as long as a month away and it is certain that you will be forgotten until you arrive. This makes the stranger-to-stranger presentation somewhat awkward at first. It can also result in cancellation of the appointment.

Prospect to secretary: "Who is this guy I have an appointment with tomorrow? What does he want?"

Of course the secretary doesn't know, so the appointment gets cancelled.

But, if the prospect has received the enewsletter shortly after the appointment was made, there is greater likelyhood that he will remember.

By the way, be sure to copy the secretary or executive assistant when you send the letter. She will probably save it and, if needed can print it out for her boss.

So, there you are - newsletters have all kinds of benefits for you.

Prescott "Pete" Lustig
Senior Marketing Strategist
www.loopconsulting. com


Keep It Simple

We recently were reviewing enewsletters in the category of equipment parts. What we found in our searches was dismaying. We saw letters that were so complex and content laden they were formidable to read. We surmise that people in this business have the catalog syndrome. They are accustomed to selling via catalogs and flyers (which are condensed catalogs). So they load up the page with a multitude of headings in small type.

But that is not what enewsletters are all about. Enewsletters that are not inviting to the person who opens them are very quickly dumped. You might say that most enewsletter readers are not patient. So, the challenge is to make the page they see easy to assimilate - and interesting. The readers need to be captured by some easily understood sales proposition and enticed into going deeper into the letter.

Readers just don't have the time to fight their way through cluttered pages. So, the starting point is to keep things simple.

Prescott "Pete" Lustig
Senior Marketing Strategist


Commercial Blogging Works - Here's Proof

This week we had a call from a marketing director who is considering the use of enewsletters to reach a huge audience of prospective customers. That's exciting, but even more exciting is his plans to do monthly enewsletters for each of the six segments of his audience. We are preparing a presentation for him right now.

How did he find us? He did a search for blogs about enewsletters. He found Loop's eNewsletter Marketing Spot, read it, then contacted us.

Another measurement of the success of this blog, is the many requests we have gotten to be added to the subscription list for our own eNewsletter - requests that came from our blog readers.

Want to enjoy some of this kind of action? We are ready to talk to you about how we can make it work for you.

Prescott "Pete" Lustig
Senior Marketing Strategist


How To Ensure Your eNewsletter Gets Done!

From: Enewsletter Marketing Insight (Emi)- March 2006 issue.

In this issue: Yes, I have committed the ultimate sin in eNewsletter communications, I have skipped publications. Mea culpa, I have not published. I may never grasp the direct effects of breaking the distribution cycle. I do know that loss of revenue due to potentially missed opportunities is one is one of the effects of not publishing. But, the most obvious one will come when this issue's delivery is analyzed. Complete article.

Marcos J. Menendez