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Showing posts from July, 2020

The Bottom Line About Newsletter Bottoms

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There seems to be some thinking that getting people to read to the bottom of a newsletter is a most desirous goal. And, if getting people to read to the bottom (read the whole newsletter) is so important, isn't putting the really good stuff at the bottom the best way to make that happen?
The short answer is that it doesn't matter. Oh, the placement of content matters but whether someone reads to the bottom doesn't... at all. If you think it does, you are thinking about your newsletter strategy all wrong.
It's all about your reader finding value in opening your newsletter. That value might be in the form of useful information or it might be interesting reading or both. And it definitely shouldn't be hidden away at the bottom. In fact, it should be immediately obvious.
Having readers discover value in hearing from you regularly is the goal. It doesn't matter how much they read. Your readers aren't thinking, "I have to read through all this other stuff befor…

Testing Theories: Marketing Experimentation

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Advice is one thing but thought and research are still necessary.
Theory is another thing (I'm all for it) but experimentation is where the rubber hits the road (and many other analogies).
Now is a good time to try new things and figure out what works. It's the time to really consider what we want to spend our time doing. Maybe it's the time to give something up and see if it makes a difference. Or perhaps it's the time to dig deep and see what can be accomplished with more effort.
Like many of you, my business development plans got interrupted by a world pandemic at the beginning of March. Also like you, it caused me to think more creatively about my approach to sales and how I would spend my time. So I dug deep and eventually I arrived at: I'm going to have more conversations. (It was a no-brainer; I love to talk about small business marketing. What a great experiment!) Next came my go-to "how?" After that, it became fun to come up with ideas to create mor…

Watching, Learning and Stopping

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A client recently wrote in her newsletter about how reducing her social media presence over the past few months hasn't impacted her sales results. Here's what Natasha said: As the weeks and months fall away, it's glaringly obvious to me how I can let go of social media marketing, no matter how reluctant I feel about doing that. While social media serves its purpose for branding, researching, and relationship building, my business isn't suffering from a current lack of participation on certain platforms. Phew. Something OFF the list for a change. Since Natasha shared that, I've been paying attention to a lot of things I do and questioning whether they're benefitting my business. And so, I'm doing a little experimentation to see what happens. What can I stop doing that isn't contributing to my bottom line?
How about you?
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That was a Great Conversation But...

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Imagine you've just gotten off the phone from a lively conversation with a prospect that lasted an hour. Your purpose in having the call was to build a new business relationship or build on an established one. You both discovered you have much in common and had lots to talk about. What was expected to be a half-hour call became a delightful chat that extended to an hour. You hang up feeling really good about the personal connection you made and pat yourself on the back.
Then reality strikes. You check your calendar and realize you're now behind schedule. Your other planned work for the day has been compromised and you'll have to work a longer day or bump something to tomorrow. "That's OK," you think, "It was time well spent."
But wait, it's not about you.
The person you were speaking with undoubtedly feels the same way. Even though they enjoyed the conversation, now they are also struggling to fulfill their commitments and maintain their work sched…