Relationship Capital " Relationship Equity " Relationship Profit
Hello, Im Mike Braun, the Online Marketing Manager for BizActions, the Best in Class Email Newsletter Service that touches the lives of over one million clients, customers, prospects, and referral sources each week. This is the first in a series of video tutorials for you to use as a guide to implementing concepts and materials you may already have at your disposal to inspire your creativity and help engage your e-Newsletter readers with Relationship Content.
Why Relationship Content? Most firms start a newsletter as a means of keeping their customers, clients, prospects, referral sources and associates informed on a regular basis of the products and services the firm currently offers, as well as new updates, innovations, products and services as they become available. But only talking about products and services is missing out on the real power behind an effective newsletter " using Relationship Content to build Relationship Capital, Relationship Equity and consequently Relationship Profit.
Equity in your business is what makes it valuable. If you use Relationship Capital to build a solid foundation, your Relationship Equity will grow. Just like the equity built through investing in any business over time, the inherent value of the business rises. Inflation accounts for some of the inherent value of a business as equity rises, but more clients, and a strong reputation result in a far greater impact on Relationship Equity. So what do you do with online Relationship Equity? Well it to persuade satisfied clients to purchase your next product or service in advance or do beta testing for you. It can mean their accepting a sincere apology when something goes wrong rather than jumping ship. Everyone knows that solid relationships lead to profit and online electronic Relationship Profit, isnt any different. It equates to trust, loyalty and yes, money.
Business is all about relationships. Products and services dont build relationships. People and solutions do. Your newsletter should include content that establishes connections between your staff and those reading the articles. To keep it clear in your mind, lets call these new articles youre going to be writing, Relationship Content. If you do it right, this Relationship Content will not only build trust and loyalty, but it will cement your reputation as an expert by offering information not readily or easily accessible to your readers.
Now, I know what youre thinking. Including interesting articles, announcements, and other types of content in your newsletter isnt that easy. The title Newsletter Publisher probably isnt the title on your business card. It only describes one of the duties that somehow found their way into your job description. So considering your other duties, its only reasonable to assume that most newsletter publishers find that after a while, the month-to-month inspiration starts to slip and they might find it difficult to come up with meaningful topics that will entice and engage readers and keep them coming back for more. But wait. There is hope. If youre thinking, I have no idea what to write about or include, Im going to give you a few ideas that can guide you in creating fresh newsletter content.
All you have to do is to remember that you need to write every article (based on the tips I give you) as though you are the reader and write what the reader wants to read. This Relationship Content will become Relationship Capital and thats a virtual IOU in your pocket. So what kinds of articles can you write? Well, there are a wide range available to you and Im going to suggest you use them all. When trying to come up with the perfect idea for an effective article, many people lose sight of many of the obvious topics that are compelling to anyone, whether or not they are currently interested in your service. Look around your office at your colleagues and write a team member spotlight. Take notice of your firms history, culture and corporate interactions. What about that event the sales team attended last month? Sometimes the simplest or most common events prove to be the strongest relationship builders in the eyes of your readers.
Ive got ten great Relationship Content ideas for your e-Newsletter. Ill get into details like why use each and what that category or content can do for you, but also give you specific examples. Rather than make this too long, Im going to break each category up into sections. They include: Products and Services, Educational Pieces, Team Member Spotlights, Client Spotlights, Community, Awards & Recognition, Holiday Greetings, Stickiness, Technical, and finally Reminders, Announcements and Events. Make sure you catch them all.
Why Relationship Content? Most firms start a newsletter as a means of keeping their customers, clients, prospects, referral sources and associates informed on a regular basis of the products and services the firm currently offers, as well as new updates, innovations, products and services as they become available. But only talking about products and services is missing out on the real power behind an effective newsletter " using Relationship Content to build Relationship Capital, Relationship Equity and consequently Relationship Profit.
Equity in your business is what makes it valuable. If you use Relationship Capital to build a solid foundation, your Relationship Equity will grow. Just like the equity built through investing in any business over time, the inherent value of the business rises. Inflation accounts for some of the inherent value of a business as equity rises, but more clients, and a strong reputation result in a far greater impact on Relationship Equity. So what do you do with online Relationship Equity? Well it to persuade satisfied clients to purchase your next product or service in advance or do beta testing for you. It can mean their accepting a sincere apology when something goes wrong rather than jumping ship. Everyone knows that solid relationships lead to profit and online electronic Relationship Profit, isnt any different. It equates to trust, loyalty and yes, money.
Business is all about relationships. Products and services dont build relationships. People and solutions do. Your newsletter should include content that establishes connections between your staff and those reading the articles. To keep it clear in your mind, lets call these new articles youre going to be writing, Relationship Content. If you do it right, this Relationship Content will not only build trust and loyalty, but it will cement your reputation as an expert by offering information not readily or easily accessible to your readers.
Now, I know what youre thinking. Including interesting articles, announcements, and other types of content in your newsletter isnt that easy. The title Newsletter Publisher probably isnt the title on your business card. It only describes one of the duties that somehow found their way into your job description. So considering your other duties, its only reasonable to assume that most newsletter publishers find that after a while, the month-to-month inspiration starts to slip and they might find it difficult to come up with meaningful topics that will entice and engage readers and keep them coming back for more. But wait. There is hope. If youre thinking, I have no idea what to write about or include, Im going to give you a few ideas that can guide you in creating fresh newsletter content.
All you have to do is to remember that you need to write every article (based on the tips I give you) as though you are the reader and write what the reader wants to read. This Relationship Content will become Relationship Capital and thats a virtual IOU in your pocket. So what kinds of articles can you write? Well, there are a wide range available to you and Im going to suggest you use them all. When trying to come up with the perfect idea for an effective article, many people lose sight of many of the obvious topics that are compelling to anyone, whether or not they are currently interested in your service. Look around your office at your colleagues and write a team member spotlight. Take notice of your firms history, culture and corporate interactions. What about that event the sales team attended last month? Sometimes the simplest or most common events prove to be the strongest relationship builders in the eyes of your readers.
Ive got ten great Relationship Content ideas for your e-Newsletter. Ill get into details like why use each and what that category or content can do for you, but also give you specific examples. Rather than make this too long, Im going to break each category up into sections. They include: Products and Services, Educational Pieces, Team Member Spotlights, Client Spotlights, Community, Awards & Recognition, Holiday Greetings, Stickiness, Technical, and finally Reminders, Announcements and Events. Make sure you catch them all.
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