Individual Products - Consumer Newsletters
Consumer Newsletters - for prospecting, selling, and follow-up
Be Competition Free™ Consumer Newsletters have industry-related articles which enable you to use them for both customer follow-up and prospecting. They show your customers that you are a quality expert. They give your customers timely tips about carpet cleaning maintenance and are part of the powerful Be Competition Free™ system that reminds your customers of your services. They may be used separately, but are much more effective as a comprehensive system found in our Marketing Makeover packages for much greater value and effectiveness.
Stand out from the crowd
Differentiate yourself from the competition. The Be Competition Free™ Consumer Newsletter persuades consumers that you are the expert. It is so much more than a traditional newsletter.
This newsletter is unusual because the consumer assumes you wrote it. The articles are related to the services you provide. Consumers will see you as knowledgeable, confident, and personable. The powerful conclusion that consumers make is that anyone who can communicate this well about the services he provides must be good.
The newsletter are designed to appeal to consumers that regularly use carpet cleaning services and are willing to pay for quality. Since these consumers are already sold on the idea of regular cleaning we find that using a ”soft-sell“ approach is the most effective way to impress them. Experts don’t “sell”, instead they “advise.”
This style also makes the newsletters an effective prospecting tool. Communicating useful and relevant information builds confidence that you provide the quality service and professionalism the consumer is searching for. You can build a professional relationship with a customer by educating her about your company and the services you provide. The newsletters are intended to be enjoyably informative not necessarily entertaining (recipes, trivia, non-related articles, etc.).
Directly saying that you are the best, knowledgeable, honest, detail-oriented, and professional carpet cleaner does not work. Instead, this newsletter demonstrates you have these good traits.
Saves you time
The newsletters are completely customized for you and ready to use the day you receive them. They are designed in Microsoft Publisher ™ which frees you to easily make modifications, but most companies just start using them without making any changes. We will already have incorporated information you provide to us such as your logo, address, phone number, photo and logos for associations or certifications you may have into every issue.
All of the articles are interchangeable. For example, the lead articles in every issue are exactly the same size making it easy to swap articles between newsletters. Included is an incentive discount coupon that can be inserted for prospecting newsletters or when you might want to extend a discount to past customers.
We advise printing these newsletters on legal size (8.5 x 14) color paper. This makes it convenient to print from your office laser printer or to outsource it to a printing company. They are designed to be self-mailing (no envelope needed) and do not need staples or tabs if they are sent out with first class postage.
The newsletters are intended to be printed with black ink (instead of color) which keeps printing costs down. More importantly it gives them a professional “high-touch, low-tech” feeling that makes them more effective.
Complete Newsletter System
There are 12 issues (three years worth) of the newsletter in this system. When they are used as part of a customer follow-up plan, they are intended to be sent out quarterly. We find that if you send them more frequently their effectiveness drops.
Since these are factual and informative newsletters, they are meant to be recycled. Consumers need to hear the information many times and rarely recognize that they have read it before. Simply start over after 3 years or rearrange the articles to create new versions.
Prospect newsletters are more effective if they are sent out every two months. This allows for 18 months of prospect newsletters to be sent before repeating the cycle. If you do not convert a prospect to a customer in that 18-month period, we suggest dropping them from your prospect mailing list.
Use the newsletters as a sales tool. You should hand out the current newsletter on every job you do (even if you have mailed it) and to anyone you meet that you would normally hand a business card. This helps persuade consumers you are different from other companies and positions you as the expert offering quality, professional work.
One of your biggest challenges is to persuade consumers that you are better than other companies. The Be Competition Free™ newsletter is the tool that gives you that advantage.
Pricing
This is a complete newsletter system that takes care of your newsletter needs for years. Think of the time you will save not writing your own newsletters. You will win way more jobs and clients using a quality newsletter for follow-up, sales, and prospecting.
The investment for the system over a three-year period (remember, the newsletters can be reused an unlimited number of times) is less than $56 per month. Your total one-time investment for the complete customized newsletter system is $2,000.
