Starting a Newsletter

[quote=RainMaker]Interesting perspective, BD. Have you taken my website effectiveness poll?

I just have: It is a primary source of business. Prospects find it independently and convert to clients.

I also do offline promotion like speaking, PR and writing, but everything converges to the website and the website (the hype-free valuable information) converts them.

I believe in low graphics and lots of valuable content.

Cheers

BD

Originally Posted by Bald Dog I just have: It is a primary source of business. Prospects find it independently and convert to clients. I also do offline promotion like speaking, PR and writing, but everything converges to the website and the website (the hype-free valuable information) converts them. I believe in low graphics and lots of valuable content.

You got my attention. It's all about results. Thanks for sharing. I'll take another look. I might follow up with a couple specific questions, if you don't mind. I remember the first time I saw your website I thought the opening line was a great hook--it got my attention. I believe I commented on it on another thread some time ago.

The way I see it, using - again - military language, the content is the sharpshooter's bullet and the graphics is nothing more than fancy carving in the butt of the riffle. From the standpoint of hitting my target it is as useful as a barbershop on the steps of the guillotine and as effective as putting pimples one by one on the arse of an elephant. However hard I work I won't make a sausage of difference for the elephant. I only run the risk of being pooped on.

But remember, I don't know graphics. My ignorance for graphics is most probably greater than a parrot's ignorance for linguistics or the cow's ignorance for pasteurisation.

Thoughts?

BD

I think graphics for graphics sake is at best a waste of space, at worst a turn-off that makes me click away.

However, there are definitely times when graphics can add to or even replace copy and be very effective. A couple of examples that come to mind:

• Use of a photo to convey/elicit emotion (think tv advertising)
• Use of a graphic to explain a complex topic (a diagram of how the Internet works, for example)

Peace,
Terri Z

Originally Posted by terriz However, there are definitely times when graphics can add to or even replace copy and be very effective. A couple of examples that come to mind:

It can certainly add.

Replace it... That's always been my concern. As the saying goes, a picture is worth a thousand words. But which thousand?
Imagine a picture with a guy lying on an operating table, and next to it a doctor with a scalpel. Is the doctor preparing for surgery or autopsy? From the patient's perspective the difference is significant.

We may not know the answer for sure from a picture alone. Being a former embalmer, I can recognise the difference even in the preparation stage (tools used for autopsy are a touch more vicious-looking), but most people can't.

Thoughts?

Cheers

BD

Originally Posted by Bald Dog Imagine a picture with a guy lying on an operating table, and next to it a doctor with a scalpel. Is the doctor preparing for surgery or autopsy? From the patient's perspective the difference is significant. We may not know the answer for sure from a picture alone. Being a former embalmer, I can recognise the difference even in the preparation stage (tools used for autopsy are a touch more vicious-looking), but most people can't. Thoughts?

My thoughts? That's kind of macabre!

We can philosophize all day about the use of graphics. What counts is a real, live website and how real, live (!) prospects respond to it. Use graphics intentionally and test the results. Tweak, and test again. That's how successful internet marketers do it!

Peace,
Terri Z

I began plastering my photo all over my marketing materials about a year ago. At first, I was a little uncomfortable about putting my picture on everything because I did not want to appear enamored with myself, but I decided to try it anyway.

Every month I get a newslettter from my daughter's school. There is always an update from the head of the PTA and her photo is always next to her comments. I realized over time, that I began to feel like I knew this lady--even though we had never met. I also noticed that there are 16 other pages to this newletter and I always remembered which comments came from her as opposed to other 15 pages that were more of a blurr.

I also noticed that once and a while I'd get an advertisement in the mail from a company that I did not recognize that would peak my interest, for whatever reason, but often never get around to following up on it. If months later, I got another ad that I immediately recognized as being from the same company (ususally due to some graphic that I remember--especially if it is humorous), I'd be much more likely to pull it out of the pile.

Perhaps this is more like branding, but I think by putting my photo on my ads, people think of me as a person with something to offer them as opposed to an impersonal company with yet another offer.

Of course, each company and their market is different. I noticed real estate agents were way ahead of the curve on this. They were the first that I noticed to start putting their photos on their business cards.

I just wanted to mention that we used to receive a newsletter via snail mail from a real estate agent for years after buying our condo.

His relatively short newsletter was very effective with humour and historical interest pieces of the area he dealt with.

I also think we paid particular attention to it because we new him personally and he had a distinct presence in the community.

Anyway, his newsletter kept him top of mind in the years since we actually dealt with him.

Sending newsletter is good way of directly communicating with your customers, but its hard to keep all those contacts and send them mails, if you do it manually

Originally Posted by mtajim Sending newsletter is good way of directly communicating with your customers, but its hard to keep all those contacts and send them mails, if you do it manually

The response is delayed, but here it is MT.

Most newsletters are being emailed now. With the evolution of email marketing, especially in the new programs, it is so much easier to maintain your data base online then do individual emails. So, that said, remember to be personal in your newsletters - it is appreciated by your customer or future customers. Don't just tell them what you are doing, give them something that they can use as well - you will get thanks in return, trust me.