The Newsletter Pro - February 2020

The Newsletter Pro - February 2020

208.297.5700 FEB

www.thenewsletterpro.com 2020

INSIDE THIS ISSUE:

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Make the 2020s Your Best Decade Crush Your Goals and Life in 2020! ‘Make Your Bed’ and Facing Adversity ZeroBounce Changes Your Emailing Game Meet Christine Hall!

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Looking Good for Mother Nature

THE BEST MOTTO TO GUIDE YOUR PERSONAL AND PROFESSIONAL LIFE

Personally, I try to avoid debt. I wrote a weekend reading months ago about how I view money and debt. I talked about paying off my home, and I got over a dozen emails from financial advisors who read or follow my stuff telling me that it was a mistake. They told me that the 3.8% interest is cheap money, and if I used the money to invest instead of pay off my house, they could get me 5%, 7%, or even 12% returns. Maybe that is true, but I have found very little guarantees in life and even fewer in investing. I surely would love a 7%-plus return on my money, but I always plan for the worst and expect the best. A few months after writing that weekend reading and hearing all the opinions of these financial advisors, I had an unexpected twist thrown my way, and you know what? From a financial point of view, it wasn’t a huge deal because I had already planned for the possibility of bad things happening. As a society, we already require you to plan for the worst and expect the best. That is literally the whole idea behind the $1.2 trillion insurance industry and why we all are legally required to pay for car insurance, health insurance, etc.

PLAN FOR THE WORST

max. We saw the economy going up and up, and many risked it all. We leveraged ourselves to buy property or expand our mini empires. We took out debt and maxed out credit cards if the deal was good enough. I know I sure did. At one point in 2006 or 2007, I had four Discover credit cards with nearly $80K in debt on them combined. I wasn’t out buying toys on these credit cards; I was trying to expand my business, so I told myself it was good debt. Thirteen years later, we all know how that economic story ended.

There’s an old saying out there: “Plan for the worst, expect the best.” As a kid, I remember hearing my dad use this saying, and though I didn’t fully understand what he meant, it stuck with me. Today I use this saying as part of my personal and professional modus operandi, and when the crap hits the fan, it serves me well. Let me explain. As entrepreneurs, we often only think about what could go well. We understand that most things don’t go perfectly, but we tend to look at the glass half full. Because of this, we don’t put as much thought and effort into all that could go wrong. For example, in 2007, right before the economy blew up, many of us leveraged ourselves to the

If you listen to many of the financial advisors out there today, they’ll mention how good certain debt is.

Continued on Page 2 ...

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... COVER CONTINUED

function as a boat and take your family out on the lake. Of course, a car can work in water (i.e. rain and snow), but if you drive it into the lake, you’re going to be very disappointed, and I surely hope you have prepared for the worst by buying car insurance instead of just expecting the best. You have to invest some money each month in nurturing your customer base as well as nurturing your prospects. To make this investment work, though, you need three things. 1. Good content 2. Mass deliverability of the content 3. Consumption of the content There is another old saying I often think about: “People do business with people they know and like.” It is one of the reasons why social media is a good tool for lead generation; you can get strangers to know and like you pretty damn quickly. And once they feel like you’re not going to defraud them, they are willing to take a small step, like downloading your lead magnet or making a small purchase from you. At that point, you have a prospect you can nurture, educate, entertain, and, with any luck, turn into a good paying customer. Once you have the lead, though, you need to continue to engage, nurture, and entertain. The best media to do that with for prospects is a newsletter because it gives you the ability to communicate with virtually everyone, as well as educate, entertain, and build deeper relationships with your prospects. You can also use the same newsletter to educate, entertain, and build deeper relationships with your customers and referral partners.

“ WHAT DO YOU CURRENTLY DO TO ENGAGE WITH EXISTING CUSTOMERS, BUILD RELATIONSHIPS, AND

KEEP YOUR CHURN NUMBERS LOW?”

low deliverability, low open rate, and low time spent consuming the media. The average open rate is 11%, and the average time spent reading an email is eight seconds. On social media, you have an engagement issue. For businesses, organic reach on nearly all social media is dead. If you make a post today, less than 1% of your followers will see it unless you pay to have more people read the post. The other issue is that you have a very low percentage of people who are customers and follow you. I’ve written previously about how you need to make sure you understand the purpose of the media and use it correctly. For example, social media is a much better lead generation platform than it is a customer nurture platform. Newsletters aren’t a great lead generation piece but they crush the prospect and customer nurturing side of your marketing campaigns. Stop using media for purposes it wasn’t intended for and then blaming the media when it doesn’t work. It would kind of be like blaming your car for not being able to

In business, though, so few people operate with the idea that they need to plan for the worst while driving toward a better tomorrow. To prove my point, let me ask you this question: What do you currently do to engage with existing customers, build relationships, and keep your churn numbers low? If I were able to get a real-time survey from people reading this, many of the top answers would include one of these three responses. 1. Nothing 2. Email marketing 3. Social media marketing

To ensure 2020 is your best year ever, you need to plan for the worst and expect the best.

Nothing is a really, really bad idea. You’re simply asking to get your ass kicked by a competitor.

–Shaun

The other two are important, but each has critical flaws that neuter their effectiveness. Emails have

P.S. If you don’t send a print newsletter to prospects, clients, and referral partners, you’re literally costing yourself massive amounts of cash in lost referrals, upsells, and prospect-to-customer conversions, just to name a few areas. Grab your phone and set up a time to talk to a Pro on my team. There are two simple ways to do that. Go to Newsletterpro.com/schedule or call 208.297.5700 so we can set up a time for you.

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BUSINESS HOW-TO

HOW TO GUARANTEE YOUR BEST DECADE EVER!

with who helped me win. It’s easy to take credit, but I want to analyze why this campaign or activity worked logically, not just pat myself on the back. When I lose, I start with what I did wrong and how I could have made the campaign a success. The reason I start with myself when I lose is because the single easiest person for me to fix or change is me. I’ll ask myself how I could have done better and what more I could have done. I do this both personally and professionally. For some, this doesn’t feel comfortable, and there are times when the failure really was someone else’s fault. But in nearly every instance, there is blame for you, the leader, as well. For example, if you gave a project to a manager and they completely missed the mark, then could it be that you didn’t give them enough training? Should you have checked in more? Did they have all the tools and budget they needed to make it a success? Did you pick the best person in your organization to run with this project? Even in the failure of a campaign you had little to do with, there are more than enough factors that could have changed the outcome. Being introspective in both your personal and professional life will serve you well in 2020 and beyond, but this is a skill that doesn’t come naturally for most. It’s going to take some practice if you want to make sure that this decade will be the best ever for you, your business, and your family!

things that worked. Stacking your marketing efforts is how you get massive success, not trading out one thing that works for one unknown shiny object that simply sounds sexy. “BUSINESS IS WON BY BEING REALLY GOOD AT THE BORING STUFF.” Last year, a customer canceled his service with us only to call 60 days later and beg to come back as fast as possible. His stream of new customers over those two months dried up drastically. He had wanted to try a new shiny object that — surprise! — was all sizzle and no steak. Who cares if you’ve been doing the same activity for years? When you have marketing that works for years, it’s called a marketing asset and actually adds value to your business. Don’t forget, business is won by being really good at the boring stuff, not by finding shiny objects. Are you a shiny object seeker?

I’ve been spending some time reviewing the last decade — what was good, what was bad, and everything in between. Generally speaking, I’ve found that many people just move from point A to point B, never taking too much time to stop and be introspective. This isn’t a smart thing to do. Being able to look at a situation, whether it’s good, bad, or neutral, and analyze why the situation turned out the way it did is an important skill that few people practice or use in their life or business, but it’s one of the single most valuable skills I’ve ever learned. The fact is that most people never achieve the success they desire in life. They never get their business to where they dreamed it could go when they first started. Two common reasons for this are that people don’t learn from their successes and people don’t learn from their mistakes. Good things happen, and they pat themselves on the back, throw a party, and move on — many times never to repeat the activity that brought them so much success. Bad things happen, and they simply move on without analyzing what went wrong. Here’s a great question to ask yourself right now: What activity in your business worked so well that you no longer do it? Many times, the answer will be a marketing campaign or lead-conversion activity.

–Shaun

When you have a campaign that wins, you need to ask yourself why it won. When I win, I like to start

Most of us are so excited to get to the next new thing (or shiny object) that we forget about the

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Show Some Love For All Your Customers This Valentine’s Day … And Boost Your Profits At The Same Time!

to buy from you again and refer other people to do business with you thus increasing your bottom line. After all, that’s what most experts and gurus teach, right? They teach people how to get as many customers as humanly possible. Why? That’s because it’s sexier to teach people how to drive traffic and get a boatload of sales. It’s the #1 problem business owners have whether they’re just starting out or want to grow. But ignoring your existing customers who already gave you money is the biggest mistake most business owners make when it comes to growing their business. Since Valentine’s Day is coming up, let’s use a romantic relationship as an example. A man asks a woman out and takes her on several dates. He showers her with gifts, takes her out to dinner, holds the door open for her at restaurants, and does everything he can to show affection for her. He envisions how magical it would be to spend the rest of his life with her. Then, after several months, his wishes come true. She falls in love with him and they get engaged and married. He is excited that his dream has come true as they blissfully run off to their honeymoon. But then, the relationship takes a nasty turn. He takes her for granted. He stops taking her out on dates and starts staying out later and later without consulting with her. He stops doing the little things that allowed him to win her over in the first place because he thinks, “Hey, I married my dream woman! All my hard work is done!” The relationship quickly sours because she feels like the relationship is all about him. He then starts to wonder why she has changed over the course of their marriage and why things aren’t as magical as they were when they first met. Of course, what he is missing is that an amazing relationship takes constant work and nurturing to keep love alive. A committed relationship shouldn’t be treated like a one-sided transaction but rather as something that should be nurtured in order for it to grow and flourish. Unfortunately, this is the attitude most business owners and entrepreneurs take when it comes to their customers. They treat customer acquisition as a transaction — that’s it. They think to themselves, “Once they become a customer, then all my hard work is done!”

Valentine’s Day is right around the corner, and people all over the world are preparing to spoil their loved ones with gifts of love and appreciation. In fact, you might be planning that gift or evening for your special someone, or you could be waiting in anticipation to receive a thoughtful gift from your beloved. So, while you’re at it, take a moment and determine if you’re showing all your customers (especially the ones you may have attracted in recent months) the same amount of attention you would give your spouse or significant other. After all, they’re the ones who bought from you and allow you to live the lifestyle you’re living right now. They allow you to pay your bills, treat your family to nights on the town, and take nice vacations. I know how easy it is to get stuck in the everyday happenings in your business. It’s tough to step back, take a 30,000-foot look at your business, and determine if you’re doing everything you can to keep in touch with all your customers. If you aren’t doing everything you can, then you’re leaving a lot of money on the table. Showing your customers some love allows them

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Sure, they’ll occasionally communicate with their customers, but it’s usually to present the customers with another offer, remind them a bill is due, or make sure they know an appointment is coming up. In other words, it’s all about the business, not the customer. Like the example, it’s a one-sided relationship doomed to fail. And that’s a big reason why most business owners and entrepreneurs spend tons of time and money to attract more customers: They need to replace the customers who left them! So Show Some Love For ALL Your Customers This Valentine’s Day! I know you’re already a client of ours and understand that building and nurturing relationships with your customers is the ultimate “secret ingredient” that’ll help you increase your lifetime customer value and boost your profits. But, like Tony Robbins once said, “repetition is the mother of skill.” It’s extremely easy to forget about the fundamentals of relationship marketing because we’re knee-deep in the daily grind of our businesses.

We sometimes need a reminder of how important it is to keep in touch with our customers so we’re using every opportunity we have to tap into the hidden pots of cash that could be hiding under our noses. Perhaps you’ve let some customers fall through the cracks as you feverishly focused on growing your business over the past year. Or maybe there are segments of customers who should be receiving your newsletters so they won’t feel neglected. That’s why I recommend contacting your project manager to see if there are any segments of your list that should be receiving your newsletter. They’ll help you determine if there is any “low-hanging fruit” you could be picking for greater profits. Don’t let Valentine’s Day slip by without showing all your customers some love. They’re the ones who literally help you put food on your table, pay your bills, and enable you to take vacations. Without them, you won’t have a business and you’ll have to do the unthinkable — get a job!

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CLIENT SUCCESS

MARKETING HOW-TO CRUSH YOUR GOALS AND LIFE IN 2020! There are so many articles about how 2020 will be the best year ever.

“I started using The Newsletter Pro in November 2015. They have made sending a monthly newsletter so easy, and I have always had amazing customer service experiences with their team! Since I started working with them, my newsletters have gotten rave reviews from my client list and I have seen an increase in the number of referrals I get from them. Using The Newsletter Pro is one of the best business decisions I have made!” -Dave Ward The Ward Law Firm

WHY Be clear on the reasons why you’re working toward accomplishing your goals. So many people get this step in goal setting messed up because they talk about how much money they want to make, etc. The problem with “I want to make $500,000 in income” is that once you’re making $100,000–$250,000, the drive to push for more isn’t very strong because you’re comfortable with the money you already have. Instead, you need to look for some kind of reward or reason — other than money — as to why making $500,000 per year would be amazing. Many people think that money is a motivating goal because, in the early days, your lack of money made the desire for more

This year, I will crush my goals. This year will be different.

There is something magical about the start of a new year or a new decade that gets people headed in the right direction.

The problem is that so many have already lost sight of their 2020 vision. Have you?

I hope not, but most people are already off track at this point. Even if you’re still on track, let’s talk about what you need to do to refocus or stay focused so that 2020 really is the best year you’ve ever had.

“The Newsletter Pro is amazing! I decided to contact them after realizing the shameful excuse for a newsletter that I used to send out was not going to cut it anymore. In the weeks since, the results have been astounding. It has only been two weeks since our first issue dropped, and neighbors are already gathering in their driveways to discuss our newsletter and our business. I have had grown men approach me and secretly share they found the cover story to be ‘touching.’ And lastly, if you think you can get by without The Newsletter Pro, you’re right, but your newsletter will suck. Hire them and you too can have control over your customers’ driveway conversations!” –Eric Nehring Minnesota School of Music

OUR BOOKSHELF

MAKE YOUR BED, RE How the Little Things i

class of the University of Texas with, and it is the primary idea in his bestselling book, “Make Your Bed: Little Things That Can Change Your Life ... And Maybe the World.” This idea, and McRaven’s 10 principles he learned through his long career in the Navy, can help you start with the little things and build yourself a better life and a better business. McRaven states that perseverance is key. When you face adversity, you need to push through and work even harder. Tough times aren’t when you should give up; instead, you keep going and fight through to better things. Even if you fail, you keep moving on. “If you let those failures teach you and strengthen you, then you will be prepared to handle life’s toughest moments,” he writes.

“If you want to change the world, start off by making your bed.”

This was the opening line Admiral William H. McRaven addressed the 2014 graduating

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all the things she did for him over the years. If you don’t have something similar, make sure you create one and find someone who will hold you to it. PLAN Create a plan for how you’re going to accomplish your goals. It isn’t enough to simply have a goal.

“I want to add $500,000 in new annual revenue” may be the perfect goal for you, but without an action plan with steps you need to take to hit your goal, the odds that you’ll achieve it are minimal. You need a clear plan with major milestones and details. For example, if you’re trying to hit a fitness Continued on Page 6 ...

highly motivating. But once you are comfortable, that drive dissipates. The best motivational tool is to attach an activity or to-do item that kicks in if you miss your goals. It needs to be something you’d never want to do. The best one I ever heard was when a person had to call his former wife when he missed a goal and tell her he appreciated her and

CH YOUR POTENTIAL Life Matter

Have You Heard the Good News?

McRaven writes several tales about how his team helped him when he faltered, even during his training. There were many times when he and his team only had each other to rely on, and when one team member helped another, then that member could help someone else who was falling behind. So, whether you’re starting your business or have become an industry authority, never hesitate to ask for help. You’d be surprised at the information and assistance some competitors are willing to provide. If you’re struggling to scale your business or have a roadblock in your way, this is the book for you. Find a copy for yourself at Amazon.com or your local bookstore today.

For example, if your current uphill battle is finding a way to pay next month’s rent for your office building, don’t get complacent — get creative. Look over your options, like finding possible angel investors or finding new services to offer your clients. Review your finances, find out where your budget might be stretched too thin, and look for ways to save a few extra bucks. Don’t become overwhelmed by the challenge. Instead, start small, and do the little things so that your task slowly becomes easier to handle. However, if you’re facing a challenge that may be too much for you to take on alone or you find yourself out of resources, ask for help. You can ask your coworkers, employees, and other business owners for assistance, and never underestimate the power of teamwork.

Psalm 28:7-8 — “The LORD is my strength and my shield; my heart trusts in him, and he helps me. My heart leaps for joy, and with my song I praise him. The LORD is the strength of his people, a fortress of salvation for his anointed one.” Habakkuk 3:19 — “The Sovereign LORD is my strength; he makes my feet like the feet of a deer, he enables me to tread on the heights.” Deuteronomy 31:6 — “Be strong and courageous. DO not fear or be in dread of them, for it is the Lord your God who goes with you. He will not leave you or forsake you.”

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goal of losing 20 pounds in four months, you need a plan. How many times a week are you going to the gym? What does your diet look like during this weight loss period? Are you hiring anyone to help you with this, like a personal MARKETING HOW-TO CONTINUED ...

podcast, but they can’t get going until they survey Facebook and find out which microphone is the best or what selfie stick they should use for the best pictures. It’s insane. Who cares? Just make a decision and move forward. If you want to know what the best item is, then check the Amazon reviews. Getting started is far more important than figuring out which item is best. Don’t get bogged down by stuff that doesn’t matter. Focus on the big pieces of your puzzle and move forward a little every day. When someone starts asking all these basic questions, it is typically because they’re scared, and when someone is scared, they try to control the littlest details and focus on the few items they feel comfortable with instead of simply moving forward and taking action on the big pieces that matter. If this sounds like you, knock it off and get to work on what matters. If you do that, 2020 will be your best year ever.

trainer? What is your eating plan for the major Super Bowl party you throw each year? Is the diet out the window that evening? What is the activity that will hold you accountable for losing the weight? FOCUS Lack of focus is a major reason people get off track with their goals. Everyone wants to tackle nine different things at once. Frankly, it is too much to do, and nothing ever gets done. At The Newsletter Pro, each person on my leadership team has one primary goal or point of focus for any given period of time. This is the one thing they need to work on a little every day, and once that is done, they move on to the next primary thing, and so on. This way, everyone is clear on what is most important and what will move the company forward toward its goals.

–Shaun

Finally, I see people stress out over little things all the time. I see people wanting to start a

RESOURCE OF THE MONTH ZEROBOUNCE CAN SAVE YOUR EMAILING REPUTATION

And Improve Your Conversion Rates Just about all businesses operate by way of email these days. Whether you use it solely for

sending to an address that isn’t useful to you, and you’re not receiving anything that’s harmful or irrelevant to your business. But the program also collects useful subscriber information whenever you send or receive an email. It then provides you with that >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10

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