E-Zine Your Newsletter - Gaby Awad

Gaby Awad - “Buying Customers”

S4 Episode 9: E-Zine Your Newsletter

Introduction

My name is Gaby Awad AKA The Coach on Wheels (you have to watch my YouTube channel to know why 😉), and I am your host for the BUYING CUSTOMERS radio show 🔥🔥🔥

It would be awesome if I could hear from you in real time during the show. If you’re listening live or to one of the recordings, you can always connect and interact with us on Facebook, Instagram, LinkedIn and Twitter at IBGRNetwork.

Listen LIVE every Wednesday 12:00 pm to 1:00 pm: GMT 

 
Show Objectives 

In this “Buying Customers” Episode 9 of Season 4, we are going to talk about E-Zine Your Newsletter to Contribute in building Customer Loyalty. So we are going to talk about the strategies to plan, build, and deliver your electronic newsletter…

Once we finish our talk today, you should be able to know exactly what, who, how, and why by putting together a newsletter that creates an impact and keeps your reader wanting more. More importantly, you’ll  have an aide memoire to develop strategies to choose from while preparing for your newsletter success. We will discuss ‘The 7 Steps To Creating A Successful Newsletter’ and provide you with an action plan to do so.

Key Issues 

A newsletter is not something new. All businesses have it… some do it monthly and others quarterly. However, today people are not reading enough and when they see Newsletter in their mailbox they immediately delete it. This is because businesses abused it and used it as a platform to voice their achievements and / or just for selling. 

If you can increase the opening rate of your newsletter by letting people know that it is all about them, value, value and value every time you publish your newsletter then they might consider you as a business of value adding value to your customers. 

See I believe in Value First. Value in everything you do. Value while networking, value while selling, value when serving, value after the sale, and value in earning referrals. 

What You Need to Know 

As you probably know, to get a new customer, you need to invest money in marketing. This means that you have an acquisition cost for each new customer. Your acquisition cost is determined by how much your marketing costs are, divided by how many customers it brings into your business.

​Once you’ve calculated this figure you can then work out how many times each customer needs to purchase from you before they become profitable. In the average business this will mean selling to them 2.5 times before you begin to make a profit.

We talked about acquisition cost and lifetime value in season 3. Just go to https://www.goodsession.me and listen to the podcasts. 

The 7 Steps To Creating A Successful Newsletter

Step 1. Who (Are Your Target Audience)?
Step 2. Where (To send your newsletter)?
Step 3. What (Do You Need To Say)?
Step 4. How (to write your newsletter) and what you should be talking about
Step 5. How Big (Should Your Newsletter Be)?
Step 6. How Often (To Run Your Newsletters)
Step 7. What Else (Do You Need To Think About)? And what you shouldn’t be doing?

What You Need to Do 
Ask yourself the following questions:

1. What am I an expert at?
2. Who is my target audience? Do I have more than one? 
3. How can my e-zine help my customers and prospects?
4. What kind of information can I share that will impact my customers and help them solve problems?
5. How do I want to reach my customers and leads?
6. What value do I want to give my recipients?
7. What do I want customers to do after they read my e-zine. (Buy a product, re-order, click through, schedule an appointment, remember me as a good guy when it’s time to reorder, help them think in new ways, answer their concerns and questions, inform them, help them build their business, help them profit from the use of our product, etc.)
8. How many e-mail names do I have on my list right now? And how can I grow this number? 
9. How many names do I expect to add this year?
10. How am I going to get those names?
11. What is the expected frequency of my message? (weekly, monthly, or quarterly)
12. Who are the people in charge of the content and database management?
13. How much of the e-zine do I want to sub-contract?

Next move to brainstorming your e-zine content. Here are some ideas about what your e-zine might contain:

• Tip of the week. Mini tip Monday for example?
• Article of interest and value to the reader
• Personal message from the CEO or general manager of your company
• Answered questions
• Guest article from a vendor or customer or industry expert
• Success story – customer feature
• Quote of the week
• A success story or note existing customers
• All information that others perceive as valuable
• All information that’s helpful to your customers
• Information that helps them build their business and helps them make a profit or increase productivity

Next move to selecting the right piece of software or Marketing CRM that you and your team will be using to disseminate your e-zine. While at it make sure you select an automation system with minimum benefits as:

• Database segmentation and mining functionality
• Personalization capability where you merge text with variables like the first name, last name, business name, etc.
• Integration capability with other systems you use like your website, CRM, calendar system, etc.
• Consider ease of use and scalability. 
• Can you embed photos and videos in your newsletter? 
• Does it have analytics and reporting? Again testing and measuring is the key to business success. If you cannot tell who opened you newsletter, who click a CTA button and who never read your newsletter then you might be in the dark

Jeffery Gitomer said “"You don't earn loyalty in a day. You earn loyalty day-by-day."

Are you delivering a content of value to  your customers, suspects, and prospect or just hoping they become loyal? A newsletter is a tool in many In your lead nurturing toolbox. Plan for it and use it properly. It will eventually open wallets for you but be patient and trust the nurturing process.

Shows 

• Previous: The Loyalty Journey
• Next: Season 4 Episode 10 - Procrastinate Never – Time Management for sales and marketing professionals; self-mastery, planning mastery, delegation mastery, default diary, etc. 

Written by Gaby Awad 
 
As a Business and Executive Coach, Gaby helps business owners, leaders, and teams grow and achieve their goals through alignment, business re-education, coaching, and mentoring. He has more than 25 years of experience in executive positions and transforming businesses.

​Currently, he is the Franchise Owner of ActionCOACH in Lebanon and in this position he also coaches Business Owners, CEOs and other top level executives. Gaby hold international accreditations as certified coach from ActionCOACH, Marshall Goldsmith, The John Maxwell Team, and Jeffrey Gitomer Sales Academy. Gaby is also the founder of Good Session Coaching,  an online learning platform for executives and business professionals where leaders can go through self-paced learning.

You can connect with Gaby on any of his seriously social platforms
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Send an email: gabyawad@actioncoach.com

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