If you wonder whether writing a periodic newsletter is a waste of time, Robbie Baxter’s latest article may help you understand when and how a newsletter is a valuable marketing tactic.
I don’t know about you, but my inbox is full of newsletters.
Some of these newsletters are really just daily ads, reminders from manufacturers and retailers to come back and buy more. Some are from software and media organizations, encouraging me to use the features and read the content I’m entitled to through my subscriptions. Some are calls to give money to, or volunteer for, causes and candidates. And some are updates on ideas and activities of organizations or individuals.
Some of them I delete immediately.
In fact, about once a month, I go through my newsletters, with the help of an email management app, and delete many newsletter subscriptions entirely.
But that doesn’t mean that newsletters are not valuable, or that newsletters as a concept are “dead”.
A “newsletter” is a tactic that can be deployed in service of a strategy.
And some strategies are better than others.
If you are on the fence about your own subscription strategy, take a step back and make sure you’re clear on a few things:
Key points include:
- The goal
- The value
- The results
Read the full article, Are Newsletters Dead?, on LinkedIn.
In this concise but valuable post, Susan Meier explains how looking at a brand through the lens of empathy can inform and build strong brand relationship marketing strategies.
Empathy is the ability to understand and share the feelings of another. It’s putting yourself in their shoes. And it’s the key to good branding, because the brand relationship is built on understanding the customer’s world view and desires.
Hey, you got a lock?
Would you make a key and then run around looking for a lock to open?
To make good products and services, you’ve got to think first about how they’re going to be used and care about the people who’ll be using them.
Draw a small circle.
You can’t be all things to all people. Whom can you best serve? Draw the circle as small as you can – that’s called your minimum viable audience. Identifying who’s in and who’s out will save you a lot of effort in both product development and marketing.
Once you’ve identified that specific group, you’ll want to find out: What do they care about? What makes them tick? What are their aspirations? Because knowing your audience and what’s important to them is critical to building your brand.
Show me your underwear.
Ask your customers these questions. Listen mindfully and humbly. Get to know them as human beings.
Better yet, observe them in their natural habitat. I have crisscrossed suburbia taking photographs of peoples’ bookshelves. I’ve spent hours watching college students shop online. I’ve grocery shopped with moms and hit the dog run with dog owners. And I’ve had scores of women show me their lingerie drawers.
Key points include:
- Beginning with brand purpose
- Identifying brand benefit story
- Drawing brand boundaries
Read the full post, Choose Empathy, on SusanMeierStudio.com.
David A. Fields offers a valuable resource for consulting firms in this series of articles that provide a comprehensive guide to marketing tactics.
Your Challenge: Can you come up with even one tactic that’s not on the list below? (Bonus points if you post two or more tactics.)
Have you ever wanted to co-write an article because writing your own stuff is hard and takes time? Woo hoo, here’s your chance!
In the next part of this two-article series, you’ll learn a framework for determining exactly which marketing tactics you should invest your precious time and energy into for your consulting firm to attract more prospects and clients.
Spoiler alert: The best marketing tactic is not the same for every consulting firm!
Read the full article, Your Comprehensive Guide to Marketing Tactics for Consulting firms, on David’s website.