I just saw on the news that up to 700 Post Office locations may be closed, and service on Saturday may come to an end.
The reasons are pretty straightforward – fewer and fewer people are using the postal service, and there isn’t enough revenue.
Most of the time, the only things in my own mailbox are bills or an occasional account statement. And even these items are a vanishing breed, as more folks sign up for online billing options and “E-Statement” products.
It’s hard to speculate what the USPS will look like in 2015 or 2020, but it may be very different than what we all grew up with.
Further cuts in service seem inevitable, and the bi-annual postage increases that we have recently come to expect are probably permanent.
Now I guess you could say that these are all “good” developments for someone in my business, which I will broadly refer to as E-marketing. Every new cost increase or service cut simply makes my own product more attractive!
But I think even though it isn’t an immediate threat, it would be quite a shame to see the Post Office go away completely.
Although I haven’t sent a hand-written letter through the mail in ages, I would hate to think that I COULDN’T send one...
Joel Converse is an expert in the fields of E-Newsletters and online marketing. He is a founding member of Hat Trick Associates (http://wwwhatttrickassociates.com), a firm specializing in the design, writing and distribution of E-News and promotions.
Sunday, August 2, 2009
Tuesday, July 7, 2009
The Delicate Balance Between Selling...and Providing Information
Clients often ask just how “salesy” their E-Newsletter should be. Or, how much emphasis should there be on selling their product or service?
First, let me say that there are times when it is completely appropriate to just sell.
What most people are actually discussing in this situation is what I will call “E-promos”, or something very similar to online coupons. A great example would be the neighborhood auto repair shop, offering a $ discount on your next service stop or oil change. In this situation, the email content can focus entirely on the promotion. But the purpose of this type of communication is far different than that of an actual newsletter.
But when I hear or use the term “E-News”, what that means to me is really “value-added”. In other words, unbiased content or information. Literally, news.
This concept can seem foreign to some clients. They want (quite understandably) to SELL SELL SELL most of the time! They don’t ever want to shift focus away from directly on their company, their service or product.
But the best way I can explain it is this: Most people, regardless which industry or field you are talking about, prefer to deal with those that they perceive to be the experts. Sure, other variables like location or cost are also considerations. But if people think that you really know what you’re talking about, and they like dealing with you, they will find a way to justify doing business or associating with you.
The problem is that these days – after years of countless media exposures – most individuals have very sophisticated radar when it comes to sales pitches or advertising.
Of course, readers expect you have a motivation for contacting them. And most will realize it’s probably more than a simple desire to educate. But once they label your incoming E-News as “just another piece of marketing”, you’re efforts are suddenly a lot less valuable in their mind. The DELETE or SPAM button usually isn’t very far behind.
This fate can be avoided by providing your customers or clients, prospects, members, vendors or business partners with some of the intimate knowledge you have of your industry, field or organization.
Explain an interesting trend, create a list of ways that the reader can improve a process or outcome (people always love lists!), or provide interesting analysis or commentary. Linking to other unique, valuable information elsewhere on the web is another option.
The bottom line is this: share information WITHOUT trying to sell them at every turn. And don’t worry, if your topics and insights are interesting to your audience you won’t have to do much selling, your clientele will come to you.
Joel Converse is an expert in the fields of E-Newsletters and online marketing. He is a founding member of Hat Trick Associates (http://wwwhatttrickassociates.com), a firm specializing in the design, writing and distribution of E-News and promotions.
First, let me say that there are times when it is completely appropriate to just sell.
What most people are actually discussing in this situation is what I will call “E-promos”, or something very similar to online coupons. A great example would be the neighborhood auto repair shop, offering a $ discount on your next service stop or oil change. In this situation, the email content can focus entirely on the promotion. But the purpose of this type of communication is far different than that of an actual newsletter.
But when I hear or use the term “E-News”, what that means to me is really “value-added”. In other words, unbiased content or information. Literally, news.
This concept can seem foreign to some clients. They want (quite understandably) to SELL SELL SELL most of the time! They don’t ever want to shift focus away from directly on their company, their service or product.
But the best way I can explain it is this: Most people, regardless which industry or field you are talking about, prefer to deal with those that they perceive to be the experts. Sure, other variables like location or cost are also considerations. But if people think that you really know what you’re talking about, and they like dealing with you, they will find a way to justify doing business or associating with you.
The problem is that these days – after years of countless media exposures – most individuals have very sophisticated radar when it comes to sales pitches or advertising.
Of course, readers expect you have a motivation for contacting them. And most will realize it’s probably more than a simple desire to educate. But once they label your incoming E-News as “just another piece of marketing”, you’re efforts are suddenly a lot less valuable in their mind. The DELETE or SPAM button usually isn’t very far behind.
This fate can be avoided by providing your customers or clients, prospects, members, vendors or business partners with some of the intimate knowledge you have of your industry, field or organization.
Explain an interesting trend, create a list of ways that the reader can improve a process or outcome (people always love lists!), or provide interesting analysis or commentary. Linking to other unique, valuable information elsewhere on the web is another option.
The bottom line is this: share information WITHOUT trying to sell them at every turn. And don’t worry, if your topics and insights are interesting to your audience you won’t have to do much selling, your clientele will come to you.
Joel Converse is an expert in the fields of E-Newsletters and online marketing. He is a founding member of Hat Trick Associates (http://wwwhatttrickassociates.com), a firm specializing in the design, writing and distribution of E-News and promotions.
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