the expert

Are you leaving money on the table? Or how being lazy may have cost me business.

September 30, 2013 by Leave a comment

Ok, I admit it. I’ve been being lazy. Sure, I’ve tried to rationalize it away: I’m too busy, nobody will notice, my blog does a well enough job, ad nauseam. No matter how I try to convince myself otherwise, it’s still the same answer… I’m being lazy.

What nefarious chore have I been such a slacker about, you ask? It’s the task of creating and writing my own, ongoing enewsletter. I’ve been tricking myself into believing that a monthly blog post counted as a type of enewsletter, but I knew deep down that it wasn’t the same.

For one thing, a enewsletter, an email version of a printed newsletter,  is designed to be easily shareable, either by forwarding to friends, family, or business associates, or by actually printing it out and sharing. Trying to share a blog post, on the other hand, is much more difficult and restricted. Making a marketing piece more difficult to share is the last thing you’d want to do.

Your prospects and customers want everything to be as easy as possible. Making something more difficult just means there’s going to be a percentage of people who won’t do what you want. The more difficult the task, the less people will go through with it.

Granted, an enewsletter might not be what you think of when someone says marketing piece, but it really is. It doesn’t work by direct selling, however. The magic in having an enewsletter is that it puts you in the position of a trusted adviser. In other words, you’re the expert. By positioning yourself as an expert, you automatically gain value in the eyes of your prospects and customers and usually lowering their sensitivity to the price of your products and services.

Another benefit of having an enewsletter comes from providing you a platform for getting in front of your prospects on a regular basis. By staying top of mind, when the prospect is finally ready to buy a product or service, you have a MUCH higher chance of being top of mind.

The main strength of an enewsletter is how well they help you build relationships with your customers and prospects. As just about every business book advises, businesses are built by relationships. By striving to be truly helpful from month to month, most prospects and customers start to look forward to your newsletter.

By providing valuable information, you develop the trust between you and your target audience. That trust, over time, becomes a valuable relationship that can help sway a prospect to buy from you when everything else is equal.

Another reason why enewsletters are so valuable and help sales comes down to a well known statistic in the sales field. That statistic is: It takes between 3-5 contacts before a prospect feels comfortable enough to purchase from a stranger.

Having that contact, especially when there’s no sales pressure involved, very easily moves a prospect along the path to trusting you so they’re much more willing to buy from you. Regular advertising: classified ads, direct mail, newspaper spreads, etc, can’t hope to develop the same level of trust that an enewsletter can generate.

Sure, those other means of advertising are important and I would never suggest not doing them, but dollar for dollar, you have much more to gain by having an enewsletter working for you than not.

With all that being said, I know it’s high time I start offering an enewsletter myself, a “practice what you preach” if you will. So within the next month or two, expect to see a notification going out, and obviously a blog post, letting you know when the first issue is available.

If there’s anything you want to see discussed, any topic that you have a question about, please feel free to contact me and let me know. I’ll try and address it in an upcoming issue. You can reach me at:

  I'll normally get back to you within 1-2 business days. I can't wait to hear from you.

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