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Who here gets flooded with email every day? If your hand didn’t go up, it probably will within a few months. More than 20 million people use email every day. It’s rapidly becoming the contact method of choice for millions of customers. Keeping up with all your email can be a big hassle. There are some great email programs that help you file your messages in organized folders. But hey, a LOT of email is a LOT of email. Recently a customer insisted that she would send me an email reminder each month when it was time for a delivery. “That’s not necessary,” I thought. But then had to admit it WOULD be nice to have a customer who helped ME stay organized. Email is so cheap and easy that reminding key customers and suppliers isn’t all that hard. When you help them cut down on the frustrations of doing business, you immediately become a person they LIKE doing business with. That can translate into all kinds of benefits, including better service. Keep a short list of reminder chores. You may even use one of the simple programs that automatically presents the day’s scheduled events. Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or (801)253-4536. Finding a Niche That REALLY Wants What You Sell. One of the quickest ways to make a business successful is to focus on a small group of people who REALLY want a product or service. Because they aren’t the biggest group of customers, the specialized product or service probably isn’t going to be available at Walmart. In fact, many of the customers in your group may not know where they can get what they want. When you show up, specializing in satisfying their demands and giving these customers exactly what they’ve had such a hard time finding, you get an enthusiastic group of long term buyers. Let me give you an example. I recently spent a few days in Southwest Texas. It’s deep in the heart of ranch country. Men and boys still wear cowboy hats just as they have for 150 years. It’s not the largest group in the world, but these guys really WANT their cowboy hats. Cory and Victoria noticed that it was hard to find a store that stocked many cowboy hats. Their solution was to open an entire store specializing in them. You can get any kind of hat, styled any way, for any sized head. For many customers their store is regarded as an answer to a prayer. “This is the first time in 25 years that I’ve worn a hat that fits my head right,” one customer told me. Next, Cory and Victoria are putting their store on the Internet. What better way to reach a narrow group of customers, spread out over the world, who REALLY want their product. Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or (801)253-4536. Although there will always be people who try, spamming isn’t as easy as it used to be. Sending out unsolicited bulk mail generally gets you kicked off your service provider. Read the fine print in your Internet access contract and you may find per-email charges of $10 or more for any message that is sent unsolicited. Some major services limit you to sending 50 emails per day (although you have to read the fine print to learn that). “Outstanding!” you exclaim. “I hate getting all that junk mail. The sooner they get rid of spam the better!” Don’t expect entrepreneurs to give up that easily. We’re moving toward a mode where companies can send out bulk mail, but they will have to pay some kind of licensing fee to do it. ISPs may charge for each email that passes through their system. Big opt-in list houses are amassing even bigger lists of people who allegedly want email on specific issues. They are renting those lists for lots of money. If you’re thinking, “This sounds just like the post office and list brokerages,” you’re right. Expect the spam of the future to be expensive, done extensively by major corporations, and rarely tried by smaller businesses (much like regular bulk mail is done today). Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or (801)253-4536. We're starting to see fewer BIG email lists. Many of the big distribution e-zines got their start a few years ago when few people complained about spam. Some of the first e-zines were sent to lists of email addresses pulled from newsgroups. If the person didn't ask to be removed, they continued to receive the newsletter. Others, myself included, added the address of anyone who contacted them. Today those strategies will get you accused of spamming and you'll be kicked off your ISP by noon. As a result, most mailing lists are smaller. Many fine e-zines have only a few thousand subscribers. But that isn't necessarily a bad thing. Mailing lists are now more focused and targeted on specific interests and groups of people. This more targeted marketing gets much better results. Get big results today by combining smaller email lists. Find several e-zines that closely target your best customers. Expect to pay $10 per 1,000 subscribers. Find three to five e-zines you can advertise in on a regular basis. See the e-zine database directories at http://pertinent.com/ and http://ezinesearch.com/. Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or (801)253-4536. |
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