Video: The Danger of Cookie-Cutter Newsletters

Most newsletters on the market today could harm your business. Here’s why.

Transcript

Simon Payn: Hi. Simon here from Ready to Go Newsletters.

I’ve got a very important message to give you today, and it might be a message that gets me in some kind of trouble with the newsletter industry, but I’m going to say it anyway. And that is that most canned newsletters that you can buy are bad for you. They don’t work. I’ll tell you why.

Most newsletters allow for very little customization. Basically, you can put in your picture and your contact information, and that’s about it. Now, that’s very easy. You don’t have to do anything, and it just gets sent out for you.

However, it’s not going to be very effective. Most people nowadays are really savvy to these kind of marketing techniques. They know when something is just done by machine. They know when you haven’t had much personal input into it.

So, what I wanted to do, when I started my newsletter service, is give you the opportunity to customize all of them, as much as you want. Now, you can, of course, send them out without customization. However, I wanted to give you the option to change anything you would like in any newsletter.

For example, from month to month, you can change your picture. If you’ve been on vacation, or you spent a nice time with your dog, you can [use] that picture. People really notice that. People notice when it’s a real person, with a real life, who has pets, who has a family. And because people want to do business with people, not with some slick corporation, that makes it a lot more effective.

You can also customize them even more. You can put in some local, relevant content. You can put in a story about what you did over the weekend. You can put in a what’s on guide to events in the city. You can put in some opinion. You can put in a rant, if you like. I think it’s really important to be able to do that, because that is what’s going to make your newsletter a lot more effective than any kind of canned newsletter on the market.

That is why I say that a lot of these canned newsletters are dangerous. You think you’re sending out a real newsletter, but you’re really not. You’re sending out a sterile, mechanical communication, and that’s not what people want. People want to do business with you. They want to do business with you as a person. You want to build a one-to-one relationship with people.

So, use the newsletters. Customize them as much as you want, and start building that relationship, if you really want to succeed.

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