The Pester Principle
The emails I get...
A guy in NY signed up for his free account at WebtoPrintIQ.com.
He was ready to get started using Exceptional Living, my print client newsletter.
But… he wanted to send his customer newsletter every quarter instead of each month.
"Why just every three months?", I asked.
"I don't want to pester my customers."
Hmmm. This was not a good sign.
If you think contacting your clients regularly is pestering them, then you probably shouldn't send them anything, including a monthly customer newsletter.
From his comment, it was clear he was still doing business the old way and his mindset proved it.
In the past, marketers intruded on people with their marketing message. They would butt in and say, "buy my stuff… hire me today".
It was all about 'me, me, me.'
Make no mistake... THAT is pestering. It's like the whiney kid who can't go through a checkout line without pleading for (and then demanding) a candy bar.
A client newsletter that's really a sales letter doesn't deserve to mailed, much less read.
I'm not saying there isn't any selling in Exceptional Living. There is… but it's understated and flies below the radar. It's NOT the theme of the newsletter.
This Is The BEST Way To Communicate With Your Clients:
Send a customer newsletter that will help them do their jobs better... make their life easier... and add a little entertainment and fun to their day.
This kind of newsletter isn't considered an intrusion. Heck, if it's packed with great content, they can't wait to get it each month.
Here's my promise to you: If you do this, people WILL read your newsletter. In fact, they will love reading it.
So not only do you avoid The Pester Principle, but you also become a trusted friend and advisor.
That, my friend, is called a relationship.
And that is a very, very good place to be.
Why? Because you have created clients for life.
A company built upon relationship marketing can weather any economic storm. It will always prosper.
Doesn't taking action just feel right?
- David Gruttadaurio
"The Print Newsletter Expert"
--------------------------------------------------------------------------
http:/www.NewslettersMadeForYou.com
http://www.NewslettersMadeForYou.com/blog
About David Gruttadaurio
David Gruttadaurio is widely recognized as the expert in print newsletter marketing and relationship-based marketing.
David now has clients from around the world who are successfully using his products.
He is the editor of Exceptional living newsletter and a published author in print and online magazines and blogs.
David and his family live in the small town of Princeton, Indiana.
Copyright 2010
This email is protected by copyright. All rights reserved. Reproduction of any portion of this email is strictly prohibited without the express written consent of David Gruttadaurio
A guy in NY signed up for his free account at WebtoPrintIQ.com.
He was ready to get started using Exceptional Living, my print client newsletter.
But… he wanted to send his customer newsletter every quarter instead of each month.
"Why just every three months?", I asked.
"I don't want to pester my customers."
Hmmm. This was not a good sign.
If you think contacting your clients regularly is pestering them, then you probably shouldn't send them anything, including a monthly customer newsletter.
From his comment, it was clear he was still doing business the old way and his mindset proved it.
In the past, marketers intruded on people with their marketing message. They would butt in and say, "buy my stuff… hire me today".
It was all about 'me, me, me.'
Make no mistake... THAT is pestering. It's like the whiney kid who can't go through a checkout line without pleading for (and then demanding) a candy bar.
A client newsletter that's really a sales letter doesn't deserve to mailed, much less read.
I'm not saying there isn't any selling in Exceptional Living. There is… but it's understated and flies below the radar. It's NOT the theme of the newsletter.
This Is The BEST Way To Communicate With Your Clients:
Send a customer newsletter that will help them do their jobs better... make their life easier... and add a little entertainment and fun to their day.
This kind of newsletter isn't considered an intrusion. Heck, if it's packed with great content, they can't wait to get it each month.
Here's my promise to you: If you do this, people WILL read your newsletter. In fact, they will love reading it.
So not only do you avoid The Pester Principle, but you also become a trusted friend and advisor.
That, my friend, is called a relationship.
And that is a very, very good place to be.
Why? Because you have created clients for life.
A company built upon relationship marketing can weather any economic storm. It will always prosper.
Doesn't taking action just feel right?
- David Gruttadaurio
"The Print Newsletter Expert"
--------------------------------------------------------------------------
http:/www.NewslettersMadeForYou.com
http://www.NewslettersMadeForYou.com/blog
About David Gruttadaurio
David Gruttadaurio is widely recognized as the expert in print newsletter marketing and relationship-based marketing.
David now has clients from around the world who are successfully using his products.
He is the editor of Exceptional living newsletter and a published author in print and online magazines and blogs.
David and his family live in the small town of Princeton, Indiana.
Copyright 2010
This email is protected by copyright. All rights reserved. Reproduction of any portion of this email is strictly prohibited without the express written consent of David Gruttadaurio
Tags: client, customer, david, exceptional, gruttadaurio, living, marketing, newsletter, newsletters, print
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