Over the past few years I’ve been doing a decent number of electronic newsletters (ezines) for clients. One of the hardest things to get any client to understand and incorporate is the concept of delivering value before asking for a sale. The concept isn’t just limited to electronic newsletters. It can be anything from the sales process used by a company to a sales letter or email.
A History Lesson
Last year I worked on an electronic newsletter project that was visually spectacular. The ezine contained a number of articles that were loosely related to their company’s areas of expertise. There were two offers displayed within the ezine for services the company provides. Much to the client's dismay the ezine failed to provide any leads or sale. The client sent the ezine once and has yet to send another almost a year later. This is a typical scenario for many companies.
Those Who Win
At the same time there are people who generate thousands of dollars each month via their electronic newsletter or sending a sales letter via snail mail. One of the big differences is that those who are successful with their newsletters place an emphasis on delivering value first and asking for a sale later. In some cases the successful people ask for the sale much later.
An Abundance of Value
Dr. Joe “Mr. Fire” Vitale has a great standard that he uses when it comes to delivering value to your user base. He suggests providing your user base with 95% information and 5% sales pitch. I completely agree with his statement. The concept of delivering value also plays into trust and credibility. Regardless of how compelling the offer, perspective consumers buy from you if there isn’t a high level of trust and credibility. When you provide value you raise the level of trust and credibility.
Whom to Buy From
Who would you rather buy from? Someone who pushes an offer in front of you every opportunity they get, or someone who your trust and they go out of their way to provide you value first? Always provide the client with value several times over, before asking for the sale. It can be a difficult concept to integrate, but eventually leads to a great return on investment.
Want to get more great info? Check out the articles below:
- Choosing the Right Online Market
- Tracking Your Advertising, Old School
- Watch Your Pay Per Click Advertising
- Building Trust and Credibility with Follow Up
- Web Centric Marketing and Marketing Leverage
- Get Your Marketing Message Across
- Do You Test Your Web Site Often Enough?
- The Event Promotion System
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