Loop Consulting Group



GO USA!  .  GO PR!

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September. 2004, N.16
Read Time, 2:04 min


Not even with my one eye covered with a pirate's eye patch could they deceive me about product value. I suspect that your customers with two good eyes can see value right away.

In this issue: we'll talk about adding value to your eNewsletter.

Don't forget to read the P.S. message.

As usual just click "reply" and send me your thoughts.


Marcos J. Menendez
President
LCG


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Doing a paint job on weak product - can it work?

For the past few weeks I have been wearing a black eye patch. Not because I want to single-handedly bring back "pirate style". Although the eye patch did provide me with a mysteriously dangerous look, which I enjoyed. The reason for the eye patch is that I got "Bell's Palsy" which is partial paralysis of the face. (Yeah, not fun.)

An eye patch was necessary to keep direct air from drying my eye since I could not blink very well.

I'm OK now. The doctor said that my "Bell's Palsy" is not stroke related -- that they don't know how you get it and there is nothing to cure it, but time.

The paralysis has receded and my face is back to normal, but I miss the eye patch. Arrrr! (You think its funny now, but when you hear it a thousand times it gets a little annoying.)

During my "one eye days" I went shopping for masking tape to cover the base boards of a wall I was painting. I went to the Home Depot to buy the tape and what I thought would be a quick purchase of a tried and true product became a 10 min. product-to-product research and comparison.

You see, right next to the painter's masking tape there was a new kind of tape (at least new to me) called "painters blue tape" which is actually blue in color. Blue Tape claims that it is used strictly for painting since it's less sticky and it comes off easily without damaging the surface.

At Home Depot the blue tape was $4.39 where the regular painter's masking tape was $2.85 for the same quantity -- a difference of $1.50.

For a second there I said to myself "maybe the blue one is better"... but I was quickly able to focus my one good eye on the main difference between these two products and that was that one tape was blue and the other was yellow.

My conclusion -- for a dollar and a half more, pretty color is not a lot of added value. Hold on, this article is not about tape... continue reading.

Note: For those who are in market research, I bought both tapes to compare and both tapes came off the wall with no damage to the surface.

This leads to my key point: You and I know that the success of an eNewsletter program relies on the value you are able to deliver the readers.

Don't think that you can make your eNewsletter work for you if you aren't actually delivering value in its content. Don't expect them to subscribe because your eNewsletter is "blue". After a couple of issues the readers will see through the pretty color. I saw past the color facade when I had only one working eye!

How to add value to your eNewsletter?

1.

Identify who your readers are and what they want.

2.
Once the different reader's needs are identified, use them to create the sections within your eNewsletter to address them.
3.
Determine which readers have the highest probability of purchase and dedicate more content to them.
4.
Commit and maintain your publishing schedule.
5.
Always be on the look out for ways to improve your eNewsletter.
6.
Read this eNewsletter (Emi). Oh, you are reading it now...good start!

Use the above six steps to help build your eNewsletter content and value position. Use the steps mentioned to analyze your current eNewsletter and determine if the readers are receiving real value for their time.

Remember people read eNewsletters because there is something in it for them.

If you need help starting an eNewsletter program, or are looking to improve the results of your current eNewsletter, contact us. Emi subscribers receive a $ 200 credit on our services.


Bottom Line:

Value is easy to spot and your clients and prospects look for it. Use your eNewsletter to deliver it.


Your feedback is important. Let me know what you think. I'm I full of it? Is "blue tape" better? Just reply with your comments.

If you liked the article so will your friends.

Marcos and Group- making eNewsletters that deliver value to our readers and results for our clients.

P.S. Don't forget to rate this article using the orange box on the left hand margin.

 
   
   
 
Congratulations!

The International Business Council completed our "Build Your Own eNewsletter Program" workshop. Soon the IBC will be launching their first new and improved eNewsletter. Go, IBC go!

The IBC's mission is to maximize the economic benefits of international trade in the tri-county area of south Florida.

If you are interested in setting up or getting more from your eNewsletter program, contact us.
 
   
   
 
Letters To The Editor  

I received this response from the August 2004 issue of Emi.

"I like the enewsletter, well done. :)"

Elizabeth Baez
Baez Fine Art

Thanks, Elizabeth. Visit Elizabeth's website she creates beautiful art.
What do you think? Just reply with your thoughts...

 
Loop Consulting Group  

Loop Consulting Group helps businesses use eNewsletters to achieve their marketing, sales and communications goals successfully.

Loop Consulting Group
PO BOX 227335
Miami, FL 33122
P: 305.505.5393

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