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© 2011/Glazer-Kennedy Insider’s Circle LLC
ALL RIGHTS RESERVED Governed by Confidentiality & Non-Disclosure Agreement
Reproduction, Re-Sale or Disclosure Prohibited
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Introduction
This Blueprint will help you to create effective newsletters so that your
customers view you as an expert and feel as if they belong to a community. If
you are already sending out a monthly newsletter, you’ll learn tips to make it
even more effective. And now let’s hear from Bill Glazer:
Bill: It's a newsletter Blueprint, and strategically we made this one the first one
because it's my belief that newsletters are the most powerful media that you
possibly can be using to grow your businesses.
. If you're not using newsletters in your business, by the end of this talk you will
be saying to yourself I should be using newsletters in my business and you'll go
implement them in your businesses.
Number two is if you are using newsletters in your business, by the end of this
talk you'll be saying to yourself, gee, I learned a lot of tricks here that I could be
adding to my existing newsletters in order to substantially increase the
effectiveness of it.
Background
One of the things that I always talk about is it doesn't matter how good your
newsletter is if it doesn't get opened or read. So what I mean by that is if some
of you are using newsletters and you're not seeing the kinds of results that you
expect to see in your newsletters, it's not only because of that. It is because
you're not writing them, you're not creating them, you're not delivering them in
a way where every time somebody gets them they want to just go and open it
up right away and read it from cover to cover.
So a little bit about the research that went into this talk. So first of all, I
reviewed over 1,113 newsletters, mostly from GKIC members. There were
61% of them were B to C newsletters, and 30% of them were B to B
newsletters, which proves a point that Glazer-Kennedy marketing does not
work in the B to B business. Just kidding you. Of course it works in both sides
of those businesses. So again, I used both of those types of newsletters to go
into the research of this.
In addition to that I have read countless books on the subject of newsletter
marketing and also I have written or published over a dozen newsletters over
my entrepreneurial career. So that's sort of the background that went into
preparing this talk today for you.
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Members, Not Readers
So why are newsletters the overall best media that there is?
First of all, they are formed to change people from customers to belonging to a
community. At Glazer-Kennedy, I'll let you all in on a little bit of inside baseball,
we do not call you customers. We don't call you clients. We don't call you
prospects. What do we call you? We call you members. You are members.
Whoever said herd that's not what we call you, a herd, we call you our
members. Okay? We call you members. Why do we call you members?
Because members have a feeling of belonging and a newsletter is a great form
to have somebody feel as though they belong to a community. They are
perceived as a publication, not as advertising.
Newsletters Are Not Advertising
So when you get in your mail, every day you get a big pile of mail and you start
dividing that into different categories in the mail. And the big category that you
do in your mind is there's the advertising category. Well, newsletters are not
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perceived as advertising; they're perceived as publishing. They build trust with
people and they also build relationships. So when you put those three things
together it substantially increases how a newsletter is perceived by people, not
as, “Gee, they're just sending me another advertisement.” And so newsletters
have articles in them and because they have articles they are much, much
more believable than any other kind of way that you can communicate with
people.
Credibility
Number two is credibility. Newsletters are perceived as a publication making
you an expert in your industry. So now if you write a publication you must be an
expert. The same thing as if you are an author of a book, you have to be an
expert. So whether it's a book or it's a newsletter it immediately makes you an
expert and somebody would much rather do business with an expert than a
salesperson. Much rather do business with an expert than a salesperson. In
addition to that I will pay an expert more than I will pay a salesperson.
Demonstration
Why newsletters are the best overall media, moving forward, is they are a form
for demonstration. So you could highlight customer successes in there. You
can demonstrate that. You can show referrals and you can increase customer
purchase that's easier to sell to current customers, so once again you can
demonstrate in there all these things that are happening.
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Pass Along Value
They have a tremendous amount of pass along value. So when you send
somebody an advertisement they get the ad and they read it. If they get a
newsletter that is positioned as educational, positioned as being informative,
now I'm going to save it and I'm going to pass it along to somebody else. How
do I know this exists for sure? Because in every newsletter that I've ever
written, whether it's for my retail marketing company, or for my BGS Marketing,
which was my marketing company for retailers, or now for Glazer-Kennedy,
which we publish four newsletters at Glazer-Kennedy every month, the reason
I know there's a lot of pass along value is because every month we get
requests from members asking us if it's okay if they were to reprint some of our
articles to show them to some of their employees or friends. So I know for a
fact when things are positioned in a way as educational people want to then
show them to other people.
Long Shelf Life
They have a long shelf life than most other medias have, so there's actually a
shelf life to it. How often have you been in a waiting room somewhere and in
the waiting room there are newsletters sitting in the waiting room? The GlazerKennedy members, most of our Glazer-Kennedy members, save all of their
newsletters. So as a matter of fact, and I'm sorry, once a year we offer you a
binder that you can request and in the binder we have them divided by months,
January, February, and March, etc. because our members have told us year
after year after year they want a place to save them all so they can go back
and they can refer to them over and over and over again. So they have a
longer shelf life so they last longer.
Builds Your Brand
By sending people your newsletter it gives you the opportunity to build your
brand. At Glazer-Kennedy we do not recommend, we do not teach spending
money on brand building. What we teach is that to build your brand as a byproduct of everything else that you do in your marketing. So again, the
newsletter is a great example of by putting people in a newsletter that it helps
you to build your brand without having to spend money to actually build a
brand.
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Do It for 12 Months
For those of you that aren't doing any newsletters it's about you taking a pretty
big leap and saying to yourself I'm committing to doing something for 12
months because if you're not using a newsletter right now and you put it in
place and you just send it out for one month you won't see the kind of
extraordinary results that a real newsletter is going to bring you. Send it out for
two months, three months well, you start seeing it, but it's not the kind of real
results that you'll get after 12 months, so there's a building effect to this where
you really do get the best results that you're going to get from them.
How Do I Know If It’s Working?
How do you know when newsletters are really working? How do you know
when they're really working? Here's a simple test for this. Just take one month
and don't send it out and if your customers, clients, patients call you up and
say, “Hey, I didn't get my newsletter last month,” then you know they're really
working because now people are looking forward to getting them.
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Print vs. E-Newsletter
So first thing is let's take a look at the big elephant in the room, which is print
versus e-newsletter because it's the question that I get all the time which is can
I send out an online newsletter, an e-zine, and what I actually called here an enewsletter. So let's talk about the e-newsletter first of all. First of all they're
relatively low cost to produce, which is the reason why they're very attractive to
most people.
Secondly, that you can deliver as often as you like with simple short topics.
Now there's good and there's bad to that. So the good is you can deliver them
often. The bad to it is that they're very difficult to get people to consume large
quantities of information on e-zines because people, by nature, when they are
getting information online, they want small quantities of information. So if you're
going to do large quantities of information the e-zine pretty much will not work
for you because you'll never get anybody to read them all.
Number three is you can still develop relationships but not like a printed
newsletter can. So yes, you can without a doubt create relationships with
newsletters. If you look at Early to Rise is a good example of that. They use
basically the online newsletter model and they are building relationships with
their customers online, but at the same time they do not work nearly as well as
the printed newsletter works with building relationships.
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Twenty percent of all email addresses change every year, so the problem is
when you're emailing out your newsletter, since 20% of them are changing
every year, it's very difficult to know whose email address has changed
because in most cases it requires somebody to take action on the bottom of
your e-zine to actually update their information and very few people ever do
that. So the other problem with emailed newsletters is that oftentimes they're
not going to the recipients.
You need to utilize the subject line to its fullest to get it opened. So this is a
very important part about e-newsletters, which is the fact that the thing that
actually will get it opened is the fact that the subject line creates enough
curiosity to get it to be open. And on overall average, 40% of all emails are
opened. That's overall average and that's coming from people who know you
already and trust you. That means that 60% of all emails never even get
opened if they already even know you. So again, to that point as far as the ezines are concerned is that number one is you've got to really strategically
20:51 think about your subject lines on your online emails to get them to open
up, and the problem is that we know that we are restricted by how many
characters that we can be really using on our subject lines. It's not like an
offline newsletter where we really have our whole pallet that we can deliver our
information on.
Print Newsletters. They're still the preferable way to consume large amounts of
information, so this is the opposite of the e-zine. A print newsletter is the
preferable way to consume a large amount of information. And I'm going to be
showing you examples today of two page newsletters, four page newsletters,
eight page newsletters, etc., but that is definitely the preferred way for people
to consume them.
It's also a much better media to develop relationships with and I always like to
tell this story. So if it's your birthday and now your mother is going to send you
a birthday card. How would you feel if you were to get a birthday card delivered
online from your mother versus a birthday card in your mailbox? So obviously
you're going to feel like even my mother could have at least bought a birthday
card and put a stamp on it, you know. And so you could substitute wife and son
or daughter into that category of who it comes from. So again, it's the same
thing that happens with newsletters is the fact that when you're getting
something from somebody delivered to you in snail mail, in your mailbox, it has
a much, much higher perceived value that's coming to you and it's much
stronger to build the relationships with.
Bill’s Recommendations
My recommendation on newsletters is I strongly suggest that you use an
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e-newsletter to supplement your printed newsletter because it's the
question I get all the time; can I do one or the other? So if you're going to do
just one, my recommendation is do the printed newsletter. If you want to -- if
you definitely, definitely, definitely want to do e-zines or e-newsletters, then use
that to supplement your printed newsletter. One of the smart ways to actually
do that is to take the printed newsletter and to divide that into smaller sections
and deliver the e-zines more frequently over time, but again it just supports the
printed newsletter that you send out. So again, the formula here is you've got
to use an offline newsletter. This can't just be an e-zine.
Formats
So most common formats. First of all, one of the most common formats is the
one-page front and back. This is approximately $.46 to $1.00 out the door to
mail and there are two kinds of formats for that. One of them is a self-mailer
My recommendation is always to use an envelope when you can. And the
increased price for the envelope is almost negligible because the biggest
expense of a newsletter is what? Postage. Postage is the biggest expense. So
when you add a couple of pennies to adding an envelope to it doesn't really
cost that much more because the postage is the big place. So my
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recommendation overall is to use the envelope newsletter everywhere.
The next one we can move to is the four-page 11 x 7 folded. Now this is
approximately $1.00 to $2.00 out the door. The reason why when I talk about
approximate numbers is because there are things that will affect the cost of this
and one of the biggest things that will affect the cost of this is the quantities that
you print up and another thing that will affect the cost of it is is whether or not
you can actually save some money in postage by using things such as address
presorting if you have enough people that live in a certain zip code that you can
actually get lower cost in your mailings, and that's a place where a good
mailing house can help you with it, or actually in the United States here there's
a company called the United States Postal Service and you can actually go
there and they'll actually, if you can get them to come off of a break, they will
actually answer your questions about how you can get the lowest cost on the
postage that you send out.
What I'm showing you right now, this newsletter right here, this format right
here is my recommendation to all of you is go to four pages in an envelope.
Once you start moving to four pages then it starts feeling like a real publication.
The two-page one, the one-page front and back it doesn't yet feel like a
publication. So this is the minimum thing that I would suggest to you. And
actually again, I'm using the word minimum because in many of your
businesses they probably do suggest and support eight-page, maybe even 12-
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page newsletters, but for most businesses this is the one that I by far and away
I like the best.
So the circling of red in it. So that's a little thing that you can take back with you
and start implementing it right away. It's also possible that you can automate
that circling so it doesn't have to be done necessarily by hand, although in
many of your businesses you're not sending out enough of them that it really
doesn't mean that you couldn't have a staff member just have a red magic
marker or Sharpie and then just go around it. It does increase the open rate
and probably the biggest reason why it increases the open rate is because now
it feels like it's more personal. Something is coming directly to me.
The next format is the eight-page one. And the eight-page one is the one that
now starts moving it really a meaty type of a newsletter. And that's 11 x 17
folded, and this is approximately $2.00 to $4.00 to get that out the door.
And then the last one is the e-zine. The e-zine one is for you cheap, lazy
bastards out there, so if you really want to go that way, not get the best results
that you want to get then that's the way to go. It's better to do that than nothing
at all, but it isn't really what's going to give you the best results in terms of
building relationship and trust with your herd of people.
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Most Common Elements
Most common newsletter elements. So first is you need to decide what you
want to accomplish. It is a question that you should ask yourself. What do I
want to accomplish with my newsletter? So you should make the list. “Well, my
newsletter I want it to . . .” and then make the list. And then what you want to
do is you want to go back and then you want to prioritize the list. So like for
example I want them to come in more often into my auto repair shop. I want
them to refer to me more new customers. I want them to consume more of my
information. You have to make the list of what you want to accomplish with
your newsletter.
The next thing is masthead.
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I highly recommend that all of you create a masthead and a tagline at the top of
your newsletter to now give it identity and also to make it -- it's basically a
confirmation that this is a newsletter.
I will tell you in the newsletters that I receive at Glazer-Kennedy this is one of
the things that people fall short on the most is not having this. You want a
uniform identity on the top of your newsletter to now make it feel like every time
I get this every month it's part of continually getting my newsletter every month.
The next thing is you want an opening article and the opening article is really,
really, really important in your newsletter. And the opening article in most cases
should not be about really your business. The opening article should really be
about people living their life with you. Is living my life with you. This is about
connection with you. So like for example, the opening article I'm going to show
you says, "Dear Friends, my observations. I just came back from celebrating
with my in-laws, Pat and Justin, their 60th anniversary, no surprises why they
made it to 60 years. Here is my favorite picture I'm sharing because after 60
years even in Cabo San Lucas, Mexico they reach out for each other still
wanting to be connected. It just makes my heart sing. I'm so thankful to have
been a part of it and I treasured every one of the seven days we all were
together. Teresa, my wife, is the fourth of five children, three boys, two girls.
We all met in Corona, California. Her brother, Brian's and sister-in-law, Laura's
home, they also have four kids. All of Teresa's siblings have at least four kids
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except Carrie and Bob, they are enjoying their first Katy. We all boarded the
Carnival Cruise boat, Spirit, and went to Cabo San Lucas, Mexico for five days.
What a great time. No drama. Everyone bought their egg, attitude and
behavior. The family knows how to laugh, spend time together, play games,
connect, share, enjoy life together to make time and family count. Mom and
Dad may not know it, but they're showing me and the rest of the kids what a
great relationship and what it takes. I'm paying very close attention because
their grandchildren, our children are watching us very closely. What we are
showing them that's how they learn and behave. What makes your heart sing?
Now, you know what business Dr. Segal's in? He's a chiropractor. What did
the article have to do about chiropractor? Absolutely nothing. What did it have
to do about connecting with Dr. Segal? Everything. What did I feel about Dr.
Segal now? He's got great family value. He showed a photo of his in-laws
holding hands together. This is about connection. Every month when I get this
newsletter I want to find out what's going on with Dr. Segal. Has nothing to do
with chiropracting. Now in this newsletter he moves into some other things that
have to do about chiropracting, but the opening article is about living their life
with you and you've got to be making it about that.
It should also have a table of contents.
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I'm a big believe in table of contents. There's a strong marketing premise in
copywriting, which we call double readership path so that somebody can
actually scan things in order to figure out where they want to go with your
newsletters.
You want three types of information in there. And we're going to go into this a
great depth. You want relevant information; you want semi-relevant
information; and, you want non-relevant information. There are three types of
information that you want in your newsletter. The biggest mistake most people
make is they have all their newsletters about what kind of information?
Audience: Relevant.
Bill: Relevant. The whole newsletter is about relevant information. So like
these two guys here, if I own auto repair shops, everything is about fixing your
car. Now, they don't do that. They do a good job with their stuff, but most auto
repair shop owners first of all do nothing, as these guys know, but most auto
repair shop owners who live in our world who send out newsletters the whole
newsletter is about fixing your cars and so most people make the mistake that
everything they do is about relevant information, so fill that into the blank in
your own business. In your own business look at the thing you do and you're
sending out a newsletter, the temptation is to make the whole newsletter about
the thing that you provide, so you don't want that. You want it about three
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different things; relevant, semi-relevant, and non-relevant information.
Well, another thing that is is place an insert in the newsletter to make an offer
and either don't sell anything in the newsletter or be very selective on what you
offer. Remember, the main purpose of the newsletter is to build a relationship
with your customers and retain them for life. So with relationship comes
retention. So the thing that I always tell people about their newsletters is if you
want to use the newsletter as a media to sell something and you can, you can
use it as a media to sell something. If you use it like that the best way to do it is
as an insert in the newsletter so try to keep the newsletter sacred with being
really good information and also connecting with people, but then do an insert
in the newsletter that it can actually then sell something.
Now if you're starting a newsletter from scratch and you haven't sent it out to
people yet I would recommend you not try to sell anything to them for at least
four to six months. First build a relationship. Then once you build a relationship
and you get them to be looking forward to getting it every month, then you can
start putting inserts into your newsletter, but people that you send newsletters
to on a regular basis you have earned the right to sell to them.
Consumption. Consumption is critical. There is nothing more critical than
consumption of your newsletters because if they don't read it then nothing's
going to happen. So here's a newsletter that comes from the Tax Coach and
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here's right here you see the envelope up on your screen and you also see the
front cover of the newsletter and inside of this you see the rest -- I'm holding it
up for you now, you see the rest of the newsletter as I'm opening it up. What is
the single biggest problem with this newsletter looking at it right now?
Audience: Boring.
Bill: It is boring. This is a boring thing to deliver to somebody. So you want to
make sure and one of the ways in order to get more consumption is to make it
more interesting to actually look at and read. So let's get into the whole notion
of consumption because what we want is consumption. First of all, relevant
content. I told you there are three types of content, right? First one is relevant
content. Relevant content should be no more than 40% of your newsletter.
Everybody wants 100% of their newsletter to be relevant content. It should be
no more than 40% of your newsletter is relevant content. That means what
percentage is semi-relevant and non-relevant?
Audience: 60.
Bill: 60% is semi-relevant and non-relevant. This is the place that people
make mistakes. So if you go back to Dr. Segal's newsletter, that opening
article, where would that fall under? Non-relevant. And I showed you how
powerful that was and we all agree that just reading about his experience with
his in-laws and his family was a very powerful connection to Dr. Segal? I hope
that you all would agree with that. It's a non-relevant piece of content where
now every month when I get that from Dr. Segal I want to see what's going on
in his life. So it's all about starting me in reading the newsletter.
Let me move to semi-relevant content. So these are the things that I would fall
under the categories of semi-relevant. These are really worth writing down.
First one is welcome new customers. That is a semi-relevant content. So what
does that show? That shows that we're getting more customers. That's a good
demonstration to people that the right thing for us to be doing is getting more
customers.
So like at Glazer-Kennedy every month we have in our newsletter we welcome
our new members every month. The Place for Prosperity with a long, long list
of them. That's a powerful demonstration of all the people that join GlazerKennedy every month, which is really a demonstration that the right thing for
people to do is to keep joining Glazer-Kennedy. It's also a demonstration to all
the existing members that you're in the right place because if all these other
people keep joining every month I should be continuing to stay active every
month. It's a demonstration of welcoming new folks.
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Next one is customer spotlights. So spotlight some of your customers. This one
is from Dr. Greg Nielson. His whole opening article on his newsletter, the entire
opening article of his newsletter is he is spotlighting one of his patients.
"Waterford's coffee shop owner tells everyone that Dr. Nielson's office just
cannot be duplicated." So the whole opening article is spotlighting a customer
of theirs, but it's done in a way where you are actually creating a relationship
with people and also it gives you an opportunity to highlight some of your
customers. Now he does it in a particularly great way where he makes it real,
real fun when he talks about his patients.
The next one is employee spotlights. Spotlight your employees, so like for an
example, Timothy Seward, from ROI Revolution, every month in his newsletter
he actually spotlights somebody in his office, or some months he actually
spotlights some of their pets, so he spotlights their dogs and cats and all that
other thing, but they're writing fun stuff about people that work in their office,
which gives you a better connection with his staff and this is semi-relevant
content.
The next one is Q&A. Q&A is a very smart thing to be putting in your
newsletter. It's semi-relevant. And I'm not going to show you any examples of it
I don't think, but again it's just the most commonly asked questions and then
you answer them.
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The next one is testimonials. Testimonials are a very, very smart thing to be
putting in your newsletters every month, so if I have an auto repair shop that's
called ABC Auto Repair Shop, what our clients are saying about ABC Auto
Repair and then you just put testimonials in there. It's again, it's a semi-relevant
piece of content, it's not going to teach me how to get my car working better,
but it is a very important piece of information that's in there that is not about the
40% that's of relevant content.
Photos that demonstrate consumption. Now this is one of my favorite ways to
put information into a newsletter and it's actually a relatively advanced strategy.
So for example, a photo of a bunch of people holding up his newsletter.
Now What You Miss is another very advanced strategy. So you could do a
whole section in the newsletter. It doesn't have to be a big section. I wouldn't
recommend that it is a big section, but what you missed in last month's
newsletter. Highlights of last month's newsletter. Again, this is all about getting
more consumption for people to be reading it because now if they missed it last
month they don't want to keep missing it every month, so now I'm going to be
reading it more carefully each and every month.
Demonstration referrals overall is probably -- my recommendation they are a
must for every newsletter, especially if you are in a local market place is to
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demonstrate referrals. So like this again is from Dr. Brian Berg and each month
he thanks his patients for referring and if he sends it to other doctors, and you'll
see that in just a second, he thanks the other doctors in his area for referring
because he has a specialty practice, he's an orthodontist. So the showing off
referrals is a really important thing to do because what that does is that tells
people that the right activity, the right behavior for you is to refer to our
business. We are demonstrating the right behavior, which is to refer to our
business. And I don't care what business that you are in every business wants
referrals. Even the guy that I met here that's in the funeral business. He wants
referrals as well, so everybody wants that.
Consumption of offers. Now this is an advanced strategy. This is actually
seeing people that consume your offers. So this is Dr. Ed Javis who's in the
room. And there what he actually did is he actually had a contest the prior
month and he talked about the people who responded to the contest. So he's
demonstrating consumption. He's demonstrating people that took advantage of
last month's offers or last month's offerings. Very smart strategy to do.
Now we move to non-relevant content. So the first one is like use trivia, jokes,
crossword puzzles, fun stuff, cartoons, quotes, that's non-relevant content, but
believe it or not that's probably the thing that gets you more consumption than
anything else.
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The next one is calendar items. Calendar items are another good thing to put in
there that are non-relevant and they actually increase consumption. So here's
Dr. Greg Nielson's newsletter, going back to his newsletter again. And in there
he has in there office hours, but he also has other things that are in there that
are non-relevant on the calendar, like holidays and things along that lines,
which once again is just good fun stuff that people always like seeing.
Photos are a very, very smart strategy to be using as non-relevant content to
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what you are actually teaching, but it's a really good demonstration. So of all of
you out there that are saying to yourself, where am I going to get all the
information each month putting in this four-page newsletter that Bill Glazer told
me I should be sending out each month? One of the real secret shortcuts is
just make two of the pages photos
Photos with celebrities are a very smart thing to do because you can link
yourself with a celebrity. Many of our members are Diamond members in
higher levels use the photos with the celebrities that they actually will be taking
when they come to our national events. So like for example, this is one over
here from Jim Edholm who was here at the Info Summit and he took a photo
with Cal Ripkin, Jr. and now you can actually see how he uses that photo with
Cal and he writes a story about how he met Cal Ripkin, Jr. Well, now when you
look at that you immediately will stop and look at this newsletter because Cal
Ripkin, Jr. is in the newsletter.
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Charity tie-in. Here's an example from John Cannon and there he talks about
the fact that they donated $32,000 for the Red Cross. That is actually their
opening article in their newsletter. And charity tie-ins are a very smart thing to
be talking about in your newsletters because people will feel better about you if
you are actually doing good things in your local community.
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Contests. So again, this is our Dr. Brian Berg and Dr. Berg, he was actually
giving away an iPad. And so as you can see, Dr. Berg is not beyond having
fun, getting dressed up and making himself look a little silly, a little outrageous,
I mean I've even known people that are willing to get into straightjackets to be
on the front of book covers, okay? So it's a smart strategy to do. So he's using
his contest, he's announcing his contest in his newsletter and then the next
month he actually, the smart thing he did, and I told you he's doing the best
work out there in that niche. The smart thing he did is the next following month
he showed the people who won the contest. So month number one, he
announced the contest and month number two he showed the people that
actually won the contest. Very, very smart strategy. So contests are a smart
thing to be using in your newsletter.
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Seasonal themes. And this is from Nina Hirschberger, and once again, in your
newsletter every month there's a new seasonal theme. And obviously this is
the one that went out in December and this is all talking about Christmas. I
showed you one earlier about Thanksgiving. So seasonal themes are very
smart
So again, semi-relevant and non-relevant content should be no less than 60%
of the entire newsletter. No less than 60% of the entire newsletter. And if it's
more than 60% of the 63:37 entire newsletter you're not going to get the
consumption, people actually reading it as much as you would like them to
read it. Most people are very guilty of giving too much relevant content.
Tricks to Make Your Newsletter Better
Here are a couple of sneaky little tricks to increase the effectiveness of your
newsletter.
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Number one is personalization. So for example, this is from Victoria Eden, and
when she sends out her newsletter on the front of it she puts a little sticker on
there, Bill, and she actually writes a little message for me and signs her name
Victoria. So she doesn't just send that to me, she sends it to everybody she
sends her newsletter out to. Personalization will increase response.
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Number two is Double Readership Path. This is a big one. I mentioned it
before, but this is an important thing. You want to create your newsletter in a
way that you could scan it real fast and pull out of it what you want to pull out of
it. It really is a copywriting strategy, so when I write copy in a sales letter I'm
always looking at double readership path. When I'm writing an eight-page sales
letter I understand that nobody is going to start and read it from the beginning
to end unless I can get their interest and then once I get their interest then they
might very well read it beginning to end, or they could make a decision even
before they finish it, but you want double readership path. Different newsletters
for different groups of customers. This is really big.
So like for example, at Glazer-Kennedy we have the No BS Marketing letter.
Everybody gets that. Then for some folks, they also get the No BS Info
Marketing letter from the Information Marketing Business. Then they also get
the Marketing to the Affluent newsletter if they want to market to more higher
end affluent customers. And then we also create the Copy Confidential, which
is our newsletter that goes out to people who write copy and with that we
actually bundle that together with Dan's Look Over His Shoulder each month.
So that last one is for people who write copy, so we have four different
newsletters, the one everybody gets which is the No BS Marketing letter, but
then we have different newsletters for different folks.
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Teaser Copy. So like this one over here came from Rick G. and you can see
on there that on the front of it was a little piece of copy that's there and then on
the back of it he got me to turn it over to see the rest of it and told me what
page it was actually on. Now that's a strong curiosity piece to get me to open
that up and go to page 3. It will significantly increase readership and
consumption by doing teaser copy.
Color makes a difference. In the local market color will make a big difference
and I would highly recommend you use color.
Next one is print up extras to put in your business for people to read and take.
So all of you that got real businesses that people come to, brick and mortar
businesses, print up extra copies of them and leave them in your business for
people to read while they're there and to take with them. It's a very good
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strategy.
And the last one is: Print up a copy and frame it for people you feature to hang
up in their office. Take the front cover, put it in a frame, take it over to the
person's place of business, presents it to them, and they will actually hang it up
on the wall for you. And underneath at the bottom of the frame put the name of
your business and your contact information. So a very, very smart strategy to
get people to actually multiply the media by these frames all over town.
Help with Your Newsletter
A couple of resources. First of all, we have a resource at Glazer-Kennedy it's
called How to Create Personality in Copy, and it's actually training that Dan did
a couple of Super Conferences ago.
If you're writing any kind of copy, including your newsletters and you're not
using Copy Doodles, you should be using Copy Doodles. It is the best. Since
I've been writing copy for 12 years now it's the best tool that I've had to
increase readership is to make my copy more interesting by using Copy
Doodles.
Mega Bucks Marketing is Nina Hershberger. She will do newsletters for you.
The Newsletter Guru, Jim Palmer will do newsletters for you.
Michael Taboo will do newsletters for you. Michael also does personalization in
the newsletters, so you can seek out Michael.
If you're in the insurance industry, Victoria Eaton, I showed you her
newsletters.
And then the Information Marketing Association will not do newsletters for you,
but if you're a member of the Information Marketing Association, you go to their
website and they have a huge library of articles that are free for you to use in
your newsletters and many of these articles are by some very famous people
that your clients, patients, or customers would recognize. So if you're looking
for free content for your newsletter it's a service of the Information Marketing
Association.
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Summary
So once again, I want you to follow the formula in the Newsletter Blueprint. The
quantity of relevant content, semi-relevant content, and non-relevant content.
Have no less than 60% of your content non-relevant and semi-relevant. I want
you to do it for 12 months. 12 months. You've got to promise me you're going
to do it for 12 months. And then you will see amazing results with your
newsletters to the point where people are -- if you wanted to stop it you won't
be able to stop it at all. And that is your Newsletter Blueprint!
End of presentation.
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