You wouldn’t hug a complete stranger. So, if the red-head in the photo approached you on the street, you’d likely back away and think WTF. Even if he wants a date, that’s a pretty lame approach.
We don’t have much room for needy strangers in our small business lives. It’s enough work to keep up with friends and colleagues. So why the heck would any business person send a newsletter to a stranger that starts like this… ?
We spent many hours and resources on researching, writing, proofing and designing this newsletter. As a valued customer, we are offering this newsletter to you for FREE!
It’s too bad they spent all those hours and resources. And too bad they didn’t know FREE newsletters haven’t been unique for a very long time. Next, they’ll wonder why email marketing isn’t working for them.
Especially for your very first issue, there are a few basic things to include. The most important is to give value or point out the value to your reader immediately.
Concentrate on building relationships and gaining fans before you start asking for hugs.