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Emi
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.
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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.
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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.
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Bottom Line:
Value
is easy to spot and your clients and prospects look for it.
Use your eNewsletter to deliver it.
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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. |