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How Much "Selling" Should You Do In Your ENewsletter? by Andrew Barnes





Article Author Biography
How Much "Selling" Should You Do In Your ENewsletter? by
Article Posted: 11/09/2012
Article Views: 25
Articles Written: 421
Word Count: 451
Article Votes: 0
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How Much "Selling" Should You Do In Your ENewsletter?


 
Education
Degree of Sales Orientation in eNewsletters One thing clients often question is just how "salesy" their eNewsletter should be. Or, how much emphasis should there be on selling their product or service? First, I would say that there are times when it is completely appropriate to just sell. What most folks are actually talking about in this situation is what I will refer to as "E-promos", or something akin to online coupons. A good example would be the neighborhood auto repair shop, offering a $ discount on your next oil change or service stop. In this situation, the email content can and should focus entirely on the promotion. But the purpose of this type of communication is far different than that of an actual newsletter. But when I hear or use the term E-News, what that means to me is really value-added. In other words, unbiased content or information. Literally, news. This concept seems foreign to some clients. They want to SELL SELL SELL most of the time! They don't ever want to shift focus away from directly on their company or product. But the best way I can explain it is this: Most people, regardless which industry or field you are talking about, prefer to deal with those that they perceive to be experts. Sure, other variables like cost or location are also considerations. But if people think that you really know what you're talking about, and they like dealing with you, they will find a way to justify doing business or associating with you. The problem is that these days, after years of countless media exposures, most individuals have very sophisticated radar when it comes to advertising or sales pitches. Yes, readers expect you have a motivation for contacting them. And they realize it's probably more than simply a desire to educate. But once they label your incoming eNewsletter as "'just another marketing piece", your efforts are suddenly a lot less valuable in their eyes. The SPAM or DELETE button usually isn't far behind. You can avoid this fate by providing your customers, clients, prospects or members with some of the intimate knowledge you have of your industry, field or organization. Explain an interesting trend that is developing; create a list of ways that the reader can improve a process or outcome (people love lists!); or provide interesting commentary or analysis. Linking to other valuable, unique information elsewhere on the web is another possibility. The bottom line: share information WITHOUT trying to sell them at every turn. And don't worry, if your topics and insights are interesting to your audience you won't have to do much selling, your clientele will come to you.

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