On-Line Newsletter "How To's" - Ready, Set, Begin!

On-Line Newsletter "How To's" - Ready, Set, Begin!

On-line newsletters are a must to include on your list of "on-line basics" ... on-line resources such as e-mail and websites that all businesses should be using in appropriate individualized formats.

On-line newsletters are simply group e-mails that "Go To Your Market." They put you in front of your prospects and clients. They also bring your prospects and clients to your website. Otherwise ... you wait for your prospects and clients to go to you.

On-line newsletters are a pro-active way to market your business.

Some examples to help you see their significance:

• Restaurants -
  How many times do you go blank when you are asked .. "where should we go to lunch?"If a restaurant had just sent out a news update their name would be fresh in your mind and appetite.
  
  
• Travel Agency -
  You've been trying to remember to take five minutes to call your travel agent about affordable get-aways and it is going on two months now! If your email inbox had included an e-mail announcing a cruise or trip within your budget with a phone number to call ... it would be done!
  
  
• Insurance -
  New coverage plans are available .. let your clients know and immediately increase your business and your client appreciation.

I believe you can see from the above examples the "difference" a "go-to" communication can make in your business. Going to your market produces results! That done, let's just cover some of the abc's ... I'll keep it simple with some frequently asked questions.

1. How Do I Begin?
   Keep it simple ... think of what you want information you want to present to your market. Create a theme ... this can be specific or general. Either way remain consistent as it will contribute to your branding as well!
   
   
2. I only have a few e-mail addresses?
   That's all you need! Your list will grow especially if you put a sign-up box on your website. You can also ask your few existing e-mail clients to forward your news on to others!
   
   
3. How long should a newsletter be?
   A newsletter should be as long as it takes to "completely" cover the topic, subject etc you are communicating. Do not cut short an information article ... readers who are "into it" will want the whole story. That said .. do not go beyond what is necessary. You "will" lose readers who get bored with unnecessary fluff.
   
   All lengths can be successful if you follow the above advice:
   I've seen successful news "briefs" that are only "one line." These are usually in the format of "tips" ... diet, motivation, how to's, etc. I have also seen successful newsletters that are all text and 22 pages long! You just need to know your reader and subject and match the two!
   
   
4. What do I put in the subject line?
   Because you will be branding yourself with the consistent delivery of a newsletter .. I advise people to create a name for their news "communication." That is what can be placed in the delivery subject line followed by the primary "topic" of the month. Just like you saw on my subject line for this issue of "Keep Your Garden Growing."
   
   
5. What is the difference between a newsletter and an e-zine?
   Absolutely nothing. An online newsletter came about from printed newsletters changed into on-line e-mails. The term e-zine is a derivative of "electronic magazine." Likewise you will see news bulletins, memos, updates. They are all the same. Go with what you are comfortable with and what best suits the type of communication you have decided upon.
   
   
   
6. Do I need a web-based system to mail the newsletter?
   You don't "need" a web-based system, but it is highly recommended. Group e-mails are very time consuming today. Most internet providers do not allow groups mailings to be very large which means you have to create multiple "sends." You also have the potential of bounce backs that you will personally have to manage ... meaning resend, determine if a bad address, etc.

   The web based systems manage all the "work" for you! You can with one "click" send thousands of e-mails and get back to your business. Web based systems have lots of other advantages as well, but we can save that for another week or call me to discuss.
   
   

7. Is there a format one should use for the content?
   The rule for all on-line communications is to keep the information convenient and hassle free to the reader. That said, short one or two liner "news" communications should in most cases be just that.
   
   The more standard variety of newsletter can have more than one article within the content. In this case it is convenient and hassle free to let the reader know at the top of the communication what is included and really convenient to make that list have links directly to each specific article.

   Relationships are a function of all business today. Many newsletters include a personal update from the sender if you want that type of relationship. It has the additional benefit of appearing more interesting than the news sometimes and grabs the reader's attention so they continue through the entire newsletter.
   
   Stories and examples can also grab the reader's attention. People love stories showing your business in action! That can be a great way to open a newsletter without getting into your personal affairs.

   I also like to include at the bottom a summary of one's business. This helps new and referred readers to know more about what you do. It also refreshes the minds of existing readers. You are doing this to grow your business.. so include what you do!
   
   

8. I'm not a writer!
   
   It's true that good copywriting is important to a successful newsletter, but if you really know what you are talking about ... your business ... then you can most likely be successful writing about that!
   
   A major tip I give people is when creating the message first pretend you are sitting at the kitchen table with the reader. Start "talking" to this imaginary reader about your topic of choice ... and write that down for your copy. It's works like a charm! You are sending to a group, but you are still having 1-to-1 conversations.
   
   Remember also that it is e-mails that you are sending out and all the considerations and tips for successful e-mailing apply to creating and sending successful newsletters. For a review of our mailing on using e-mail simply go to this address: http://www.todaysway.net/weekly/gardengrowingnov11.htm
   
   
   
9. How often should I send my newsletter?
   The answer to this question varies from business to business and from communication to communication. I used to answer this question by first considering the length of the news... i.e. one-liners could be sent every day where longer newsletters should be sent no more often than once a month. However... it remains a function of your readers matched with your business news. What is convenient and hassle free?? The Golden Rule of on-line communications takes charge of this answer.

I hope the above has given you some ideas for creating some type of news communication for 2008. Keep in mind that the Direct Marketing Association says that this is the one resource "every single business" can benefit from.

Today's Way can help you develop the theme, format, timing, etc of your newsletter with our consulting services. After that, if desired, we can assist with your technical design platforms as well. Our consulting fees begin at $100 per hour. Simply call us at 310-306-1453 to set up a time to get you ready for 2008!

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How are your e-mail techniques progressing? Have you got a handle on it yet? Better get ready, cause now is the time!

Now more than ever, e-mail is showing its importance in every element of every selling technique used by today's businesses...both small and large!

The vast majority of all businesses are using e-mail marketing techniques for acquiring and retaining clients plus for the branding of their businesses.

The Direct Marketing Association's November, 2007 publication includes a special booklet entitled, The "Essential" Guide to E-Mail Marketing. It covers every element of using e-mail making it perfectly clear that e-mail is positioned to play a key role in the success of all businesses, small & large.

From the old: Traditional Marketing
E-mail is a catalyst that can increase responsiveness plus provide notice of print ads, mailings, posters, etc.

To the new: Social Networking ...Facebook, Myspace, blogs, etc.
E-mail is the fuel that drives all interaction to and from blogs, communities & forums, and the popular social networks.

... and everything between. E-Mail RULES!

However, none of this will work if you don't know how to create winning emails cause a very sad truth is that as great as e-mail is for building strong relationships, it can also destroy relationships in the wink of an eye.

So what makes a good e-mail? The following is the title of an article written by George Le Pera, an e-mail consultant who did a study of winning and losing e-mails. The tried and true won out:

"Getting To The Guts Of Great E-Mail"
Good Subject Lines, Good Headlines, Good Layout, Readable Content

So, RIGHT NOW ... put yourself on the path to a "very" successful 2008 by paying attention to e-mail! Learn how to create e-mails that work!

Today's Way has created some very "reader friendly" tutorials, also known as eBooks, that for a very small investment you can download. If this is your only investment this year, you will see the returns. We can easily say to you that "immediate results" will be seen in the quality of your on-line communications. You will even find yourself "absolutely liking" to use e-mail ...lots!

Go grab that cup of coffee and settle in with either of these two tutorials! You can find them on the side of our blog. Do it now!

E-mail POWER

What do you think of e-mail? Is it simply "awful" or a "joy" to have and use? I really want to know what you think!

Personally, I believe we as business people should be celebrating e-mail every day. The 1-to-1 interactive e-mail that we all particpate in daily is the ultimate dream come true for a sales person. Email when used "effectively" accomplishes as much (if not more) as a face-to-face meeting! Why? How? E-mail has a secret power to it, described fully in my new eBook, 1-to-1 E-Mail Power

It is the power of e-mail being exercised in a negative vein that is turning us all against e-mail. Turn that around and use that same power positively ... and you have the ultimate of sales tools, strategies, and success!

Questions.. so many questions! Do you have any answers?
Why "is" it so abused by so many "professionals?"
Got any ideas?
When "did" we learn to disrepect it so much?
What will it take to get it the attention it deserves?
Does anyone out there have any answers???

I am on an international campaign to get email the attention and respect it deserves. It is time to begin having this cost effective and accessible business resource create the increases in sales that we all want! Lets all start to use it right. Lets all demand that e-mail is used to its ultimate capability.

Post your comments on the power of e-mail! If you've read my eBook, please also post your comments here! Here's to E-mail!

More On Business Branding

Yet one more interesting input on the power of branding ... did anyone see on TV the story about MacDonald's packaging? It speaks to the power of having a good brand and how your brand will creates undaunting loyalty!

A study was done to see what foods children would eat. Part of the study involved putting food that was not from MacDonald's into MacDonald's packaging and the rest was history.

The kids "all" (I believe, could have just been a majority) chose the food in the MacDonald's packaging ... even the carrot sticks!

What does this say? Pay attention to your branding!!!!

Comments Please?

Business Branding

Well, this was just sent to me ..
It is an ad for the book, 22 Immutable Laws of Branding by Laura and Al Ries.

The Laws of Branding Do you ever wonder why some products or Websites are more successful than others that offer the exact same thing? You might look at the branding. Perception is everything and a solid brand image does more to make first and lasting impressions that just about anything else. This book will help you better understand branding and how to apply it successfully on your Website.

22 Immutable Laws of Branding

Here they are:
Below please find the 22 Laws of Branding (and short elaboration)for your quick reference:-

1. Expansion:
The power of a brand is inversely proportional to its scope
2. Contraction:
A brand becomes stronger when you narrow its focus
3. Publicity:
The birth of a brand is achieved with publicity, not advertising
4. Advertising:
Once born, a brand needs advertising to stay healthy
5.The Word:
A brand should strive to own a word in the mind of the consumer
6.Credentials:
The crucial ingredient in the success of any brand is its claim to authenticity
7. Quality:
Quality is important, but brands are not built on quality alone
8. The Category:
A leading brand should promote the cateogry, not the brand
9. The Name:
In the long run a brand is nothing more htan a name.
10.Extensions:
The easiest way to destroy a brand is to put its name on everything
11. Fellowship:
In order to build the category, a brand should welcome other brands
12. The Generic:
One of the fastest routes to failure is giving a brand a generic name
13. The Company:
Brands are brands. Companies are companies. There is a difference
14. Subbrands:
What branding builds, subbranding can destroy
15. Siblings:
There is a time and a place to launch a second brand
16. Shape:
A brand's logotype should be designed to fit the eyes. Both eyes.
17. Color:
A brand should use a color that is the opposite of its major competitor's
18. Borders:
There are no barriers to global branding. A brand should know no borders.
19. Consistency:
A brand is not built overnight. Success is measured in decades, not years.
20. Change:
Brands can be changed, but only infrequently and only very carefully
21. Mortality:
No brand will live forever. Euthanasia is often the best solution
22. Singularity:
The most important aspect of a brand is its single-mindedness


So do you agree? Has anyone read the book?

margie

Business Branding

Another thought on business branding ... if your logo is part of your brand, how many other "images" should you use to market your business, in addition to your logo?

I ask this because one of my clients was showing me his new promotional items yesterday, and although the logo is present on all promotional items, so aren't some additonal images depicting the message of his business.

So... readers, what do you think?
When is this ok? When is it not ok?

I honestly couldn't come to a conclusion. Being a supporter of "less is more" I like sticking with just a logo. HOWEVER ... I also realize that marketing is all about "attracting." If a variety of humorous images might attract more buyers... I guess there is no problem??

Help me out!

margie

Hello to all ...

I am finally jumping in and beginning my blog! Over the past year (or longer!!) I have had so many ideas and thoughts for a blog ... I just couldn't get my act going in one direction. Have you ever experienced that?

"Just Do It" ... one of my favorite "branded" expressions ... is what I kept saying to myself. So... at last, I am just "Doing It" - I am Blogging!

And ... that's my topic - Branding! What do you think it is? What are your opinions? Branding is one of those terms when heard spoken you have to reply, "What do "you" mean by branding?"

Let's think ... July 4th which just passed, is a great display of the red, white and blue branding of our USA colors. Now there's a thought ... is branding simply your colors? I just mentioned earlier that it is an expression. But then what about the Golden Arches .. that's branding also, yes?

What really got me on this topic is an article I recently saw in the Los Angeles Times. Honda Motors recently deployed some of their local employees to pump gas, carry groceries and pass out popcorn in movie theaters without making "any" mention of their cars! This is referred to as "personal touch" branding. Also referred to as engagement marketing.

Other car companies are having wine tastings and sponsoring convert series with no cars in site. Is this streching it or just an excellent way to truly brand a company?

So ... let's hear from you! How do you brand? What do you thnk branding is? Is there any one umbrella we can put this under?

Share your thoughts and also check out Today's Way Branding Package for your on-line presence. Let us know if we can help you out!