Content that People Want to Read.
There are many reasons to generate online content. The biggest being that it's a conversation starter with potential customers. Good content pieces are the foundational building blocks of small business marketing.
Good content will not try to make a hard sale. It will inform, educate, entertain and enlighten. And I promise you that one thoughtful value added message with an attractive and simple design will beat sending out volumes of "buy now" messages. A newsletter should give people what they want.
It might be tempting to start self promoting as making sales pitches, but you're better off taking an informative approach and making only soft sales pitches if any at all.
Tell a Story. Start a Conversation.
One of the most successful salesmen was named Joe Girard. He was a Motor City car salesman in the 60's and 70's, recognized by the Guinness Book of World Records for selling 1,425 cars in 1979. He sold over 13,000 cars throughout the course of his twenty year career. To put things in perspective, today's average car salesman sells less than 10% of that.
So how did he do it? In Joe's book How to Sell Anything to Anybody, he outlines his unscrupulous and often questionable practices, but one of the things Joe liked to do was hand write personal postcards with friendly messages to his customers. He wouldn't just make a connection and leave it at that, he continually fostered his relationships with customers.
So how does this relate to you and your website? Building a robust mailing list is the heart of marketing strategy for small businesses. And here's the reason why: you have control over your mailing list. Search engines can change their algorithms, social media sites can change their rules and systems for advertisers, but you are in control of your mailing list. So the foundation of a good digital marketing strategy is compelling content and a strong mailing list.
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