Bob Potter's Scratchpad

The Most Intimate Way To Reach Your Customers And Prospects

Developing relationships with your customers and prospects is the most effective way to promote the growth of your business. While face-to-face interactions are best for meetings and closing deals, it is impossible to meet with all of your customers and prospects weekly just to build these relationships. This is why it is vital to have a consistent and thoughtful way to communicate with them on an ongoing basis.

The most intimate way to communicate with your customers and prospects is through an email newsletter. I say “intimate” because:

1. It is personal. Your customers have given you permission to email them on an ongoing basis (permission to build a relationship).
2. You promise to provide value. In exchange for your customer’s email address, you promise to provide value they can use to better their business or themself.
3. It is consistent. You promise to deliver it to their inbox on a consistent basis (weekly, bi-weekly, or monthly).
4. It keeps them in touch with you. It answers a different customer need than your website does; that is to keep in touch with your company (versus product or service information).
5. It helps you become transparent. It allows for the opportunity to give your customers insight into you and your business, thus being more open and leading to trust.
   

What do you think? If you already have a newsletter, how is it working for you? If not, what is stopping your from starting one?