Do you have a vision for your business? If you don't, you'll probably find that your competition is way ahead of you. This article, the first of two parts, explains what it means to have a vision and how it can help you win the hearts (and money) of your prospective customers.
Jer 1:11 The LORD showed me something in a vision. Then he asked, "What do you see, Jeremiah?" I answered, "A branch of almonds that ripen early."
-- The Bible
In the series I did on email deliverability, one of the members who commented in the discussion blog spoke extensively about building trust and relationships with your prospect, and using regular emails that give details of your schedules to your prospects. The illustration he used involved selling a service, specifically airplane tickets.
In another article on "targeting your email" I have written on the importance of not only getting past the spam blockers and getting opened, but also using segmentation of your database to target specific types of individuals, instead of just sending emails en masse to all the members that subscribed to your email. I emphasized the importance of benefits over features.
Now in this article I will discuss how to actually sell your vision in your ezine. I'll talk about how to use your ezine to build strong trusting relationships with your prospects, and how to avoid the errors that could make your prospect subconsciously disengage from your marketing.
Acknowledgments
I'd like to say a big "thank you" to Michael Katz at http://www.bluepenguindevelopment.com/, an excellent resource for ezine writing, ezine marketing strategy and everything ezine. Just a few months of subscribing to his newsletter have given me many relaxed evenings reading hi insightful and humorous emails (or listening to the podcasts). Some of the concepts I now write about were originally gleaned from listening to him.
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