Would You Read This?

Think of fonts as language.
Think of paragraph spacing as a breath. If you’ll notice, when I write to you, I breathe a lot! That’s because I want you to feel comfortable with what you read.
A constant barrage of words with no breathing room is overwhelming to your reader.
If you really want to capture your reader’s attention, it’s your job to make your reader feel like they are sitting down with you for a relaxing cup of tea or coffee.
Take a look at the paragraph below. Would you read it? Do you think customers would read it?
Why Get A Back Facial?
Whether you’re a male or female, it is desirable to have a back which you can show off in swim wear on the beach, a great night out in a low back dress for prom or homecoming, or intimately with your loved one in private. Very often, people tend to ignore the hygiene and skin care for their backs.  But like the skin on our face, pores on the back can get clogged with oils and bacteria and thus, allow for black heads, white heads and pimples or acne to be formed. On the other hand, there are many people who get too enthusiastic about wanting to look good instantly and over scrub their backs in the shower.  Little do they understand that unless the bath tools used are clean or sanitized, warm water and a dirty scrub will contribute to a blemished back. Get your beach plans in action and come to ______ to experience a One Hour Back Treatment by Our Licensed Esthetician.
   
Remember to bold sparingly. A paragraph of bold sentences is overwhelming to your reader. And there is no breathing room in this piece!
Use short paragraphs to get your message across. The above paragraph was written as Spring approaches in the U.S.
If the writer had connected the upcoming bathing suit weather with dreaded “backne,” this paragraph would have made a deeper impression on the reader.
As it is, it’s useful information with no real bond to the reader.
Build a bond. Grow sales. Take a breath!
Keep it going,
Susan

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Dear Allure Magazine

Dear Allure Magazine,

You value my time. I know this is true because the VP and publisher of your magazine told me so in her email.

In fact, she values my time so much that if I will take a few minutes to fill out a survey, she will enter my name into a sweepstakes drawing for a chance to win $50,000.

A chance to win?

Gosh, you guys really do value my time! Along with millions of other readers, I get a slim to none chance to win fifty grand.

You even acknowledged, “I know you receive countless emails each day, but frankly this is one of the most important surveys we conduct all year, so please take a moment to fill this out.”

Note to Allure: Why should it matter to me that it’s the most important survey YOU conduct all year? What do I get out of it? Oh, that’s right, a chance to win big money.

Got it.

I like Allure magazine. That’s why I subscribe to it. But these people need help building a bond with their customers.

Telling me what you need without giving me something genuine in return is of no value. And Ms. VP is right.

I DO get emails like that every day. Hers is no different.

Lesson for you: Do NOT copy this form of disingenuous client engagement. Don’t dangle a carrot I can never have in front of me.

Do NOT promise me a chance to win an iPad, an exotic vacation, or a treatment at your salon or spa.

My time is valuable. Give me something for it in return. It doesn’t have to be huge, but it does have to be sincere.

Keep It Real,

Susan

 

St. Paddy’s Day Newsletter Offer:

“How do I get started?”

Does it seem like a daunting task? I hear that a lot about starting print and email newsletters.

  • What do I put in the spaces reserved for me in the newsletter?
  • How do I know I’ve written it so my readers respond?
  • What are the best words to use when presenting my offer?

These are just some of the questions I hear. Many of you want to use a newsletter: print, email or both, but you want a helping hand to get you off to a good start.

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The Free That Crossed The Line

So here’s what happened. Another marketer approached me about helping me grow my business. This person wanted to include three issues of my newsletter–as a bonus– in with his information marketing product. I would get no contact names, no way to start a conversation with the prospect. The marketer would get paid for the product purchase. I would get an opportunity to be visible, and maybe, if people thought about it, the chance to have them join my subscription service.

This person told me how great it was to give away my product. If people liked it, they would go to my site and place a subscription. Hmmm….sounded like a big fish story to me. First and foremost, the prospect would not get the full benefit of my service, just a print newsletter, nothing else.

I offer a lot more than just a print newsletter. I also know how overwhelming it can be to hand three issues of a newsletter to someone and say, “Have at it.” It’s unfair both to the prospect and to me. I set my service up to bite size the process, helping subscribers get into the flow of it all. The way this marketer wanted to do it did not honor that learning curve at all. It was simply a bonus that cost them nothing.

We went round and round. Finally, I said no. I knew in my heart it was a bad deal. The Big Promise of a “huge opportunity” was simply thin, stale air…for me. For him, not so much.

I have other internet marketing friends who truly have helped me with my business. Their generosity and feedback has been nothing short of amazing. And let me tell you, I cannot wait to help them with their businesses. I will do whatever I can to let people know how great they are.

Why? And this is an important why...they honored my decisions. These other marketers offered their advice, allowed me to consider it and to make up my own mind. More times than not, I followed their advice.

Not once have the other professionals brow beat me into trying to do something that benefited only them. These marketers see a need in the marketplace. They know it will benefit them as well as me to get my business humming. They are willing to work with me, and at my pace. What a gift!

The other marketer? After I declined the original offer, I asked that my affiliate banner be placed on their site. No response. And of course, I didn’t expect any.

Here’s what the original marketer failed to grasp. It’s important to work with people where they are at that moment. The offer–at that moment–just didn’t sit right with me. Maybe I made the wrong choice, who knows? But I wasn’t ready for it. However, I was ready to test out their market by asking to have my banner placed on their site.

By allowing me to build some confidence in their ability to bring me business, maybe I would have re-visited their original offer. Now we’ll never know.

Baby steps.

Just because we don’t get what we wanted at the time doesn’t mean we should close the relationship. As you well know, sometimes no means, “not right now.”

Don’t forget that.

 

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