The deeper magic of newsletter marketing is how customer newsletters help you build credibility.
Here’s how it works.
When people read your brochure, they treat it as a piece of marketing literature.
But when those same people read your newsletter, they read it like a publication – not as a sales pitch.
People tend to be more receptive to what you have to say in your customer newsletter – because newsletters aren’t meant to be sales tools.
Rather, they are designed to be a resource.
In one of his No B.S. Marketing Letters, Dan Kennedy put it this way,
“People are conditioned to be less resistant to reading information, such as articles, than they are advertising.”
Since people are conditioned to be less resistant to reading information, most people read a newsletter with their guard down.
For this reason – perhaps ironically – a customer newsletter is the strongest marketing and business building tool available—bar none.
Your newsletter also gives you the opportunity to tell people stories about what you do and how well your products work.
You can illustrate the benefits of your product or service with statistics and with customer testimonials.
Everything I’ve shared with you today is just the tip of the iceberg.