Dialog Makes The Difference And The Dollars
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| Summary:
eNewsletter communications offer an unique opportunity
to establish a relationship with your readers. The
technology makes response convenient. When prospective
customers can respond to your published thoughts
instantly and easily a dialog begins. And that starts
a relationship that can lead to doing business. |
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Dialog Makes The
Difference And The Dollars
I had a telemarketing call the other night. Yes,
some still slip through in spite of the "No-Call"
directive. I was unable to understand where he was calling from
but by the sound of the pitch it seemed to be coming from a
legitimate source.
The person on the other end of the line began a spiel that went
on breathlessly. It went on and on. I tried to break in and
ask a couple of questions but the caller would not be interrupted.
I could not get a dialog going. So, I did the only thing one
can do at that moment, I placed the phone down and went to the
kitchen to fix me a sandwich. By the time I finished, he had
hung up.
Take The Time To Listen
Absolutely, if he had given me a chance maybe I would have donated
or bought something. This is a lesson for all of us that sell
something - and we all sell something.
Those who focus solely on what they want to say are going to
have a hard time getting people to see what they have to offer
and they won't be as successful as those who are ready to listen.
So, it is wise to be proactive about inviting response to those
exposed to your sales messages. If you can get a virtual conversation
going you are much closer to establishing an actionable relationship.
eNewsletters And The Invitation To Respond
Here is where eNewsletters can be particularly effective.
No other advertising medium makes it so convenient and easy
for the readers to make comments and ask questions. You don't
have to fill out and mail a reply card. You don't have to make
a telephone call. You don't have to address and mail a letter.
All eNewsletter readers have to do is click "reply"
and up comes the email form - pre-addressed. They can then type
in a few words (or a lot, if they wish). Another click and it
is off.
A confirmation that their message has been received is automatically
sent, so they know their thoughts got through.
Is that convenient, or what?
How Else Can They Respond?
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"How
Do You Like This" Box. You have seen the little
check-off box we have in EMI asking how you like this
issue. This is another tool for effortless feedback from
the readers. |
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Polls
on Issues. You can get evaluations of products, experiences
or gather research with a check-off panel. |
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Real-Time
Live Response. If you need a response immediately
you can offer an open line to a Messenger conversation
or a live chat. This means that someone in your organization
will have to be ready to do a typed dialog with those
who ring in with questions. Or, even better, those who
want to place an order. |
What Readers of Loop's eNewsletter Tell Us
The above comments and suggestions are based upon what we, and
our clients, hear back from readers of our eNewsletters. In
summary, they say that one of the most useful and important
aspects of communications via eNewsletters is the built-in ability
to respond.
So, if your eNewsletters are not taking full advantage of this
ability to cross-communicate, you really need to talk with us.
But More Importantly What About Your Thoughts
Ok readers; please let us hear from you. These letters will
be more useful to you if we know your needs and wishes. We know
that many of you have been loyal readers of EMI and we appreciate
it. So, help us respond to your wishes.
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As
always, we are here to help. If you are interested
in starting or improving on your eNewsletter program
contact
us.
Marcos J. Menendez
President
Loop Consulting Group, LLC
mmenendez@loopconsulting.com |
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Loop Consulting Group helps businesses use
eNewsletters to achieve their marketing, sales and communications
goals successfully.
Loop Consulting Group
9485 S.W. 72nd St.
Suite A-204
Miami FL. 33173
P. 305.271.9915
F. 514.510.7384
Blog: http://www.loopconsulting.com/blog/
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