Saturday, November 12, 2011

Succeed with Structure

Everyone wants to succeed. The driving force of excellence, success is perhaps the most valuable ally one can obtain.

Great leaders understand the determination behind success. It doesn’t fall in your lap. It starts with one’s thought or conviction as Abraham Lincoln suggested:
“Always bear in mind that your own resolution to success is more important than any other one thing.” – Abraham Lincoln
While it's often easy to identify the leaf, the real value is
in being able to see and share the entire branch, tree and
root system that gives that leaf life.

Marketing is one of the more challenging aspects of any business. It often requires the most resources, effort and knowledge. However, success makes the investment worthwhile. The ability to correspond with your clients through email is a valuable tool and there are many things you can do to get the most out of your investment.

In the coming weeks we’ll define what it takes to succeed in email marketing. We’ll start with the need for structure. Thinking of your email marketing as a construction project will help you visualize the elements and organization required to meet your client’s needs.

Take the time to evaluate your business model. Determine the ways your service/product helps your customers or clients. Write these elements down so you can visually see the blueprint of your business. Then you can begin constructing the marketing bridges between your service/product to your consumer(s).

For example, if my business were a salon I’d start by identifying a list of services provided such as hair cuts, hair color, etc. Then I’d generate an accompanying list of benefits these services render. This allows me to see a clear connection between the two sides and provides me a foundation for information to include in my email marketing. If I can clearly define how a hair cut can generate a self esteem boost I’ve just identified a link I can write about in an email or newsletter to my customers. Remember to be specific in this exercise. This is more than just writing words and general results. Do you provide something exclusive? Can you do something for your client they cannot do for themselves? Really think about why what you offer is better than anything else and worthy of attention. Then call your readers to this.

The most important element of structure you should be getting out of this, is the value of preparing a plan - organizing a strategy. Don’t think of email marketing as a single event that repeats. Realize the potential of organizing an entire campaign where each mailing is part of sharing your message. While it’s often easy to identify the leaf, the real value is in being able to see and share the entire branch, tree and root system that gives that leaf life. When you can identify that structure, you’re on the path to success.

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