“I don’t want to cold call.”
That was the response someone gave to why they want a newsletter.
Hey – I’m with you on that one!
Cold calling is horrible.
And in the vast majority of cases (but not all), it’s a poor use of your time.
Cold calling positions you as desperate.
It automatically gives the other person the upper hand in the relationship.
That’s why I don’t do it.
The whole newsletter thing is about eliminating cold calling from your routine.
Here’s why:
- Newsletters position you as an authoritative expert in your field – more like a doctor than a door-to-door vacuum cleaner salesperson.
- Newsletters are economical – you reach many people at the same time.
- Newsletters encourage repeat business (which is more profitable than new business).
- Newsletters create additional sales of additional products (which increases your per-client revenue).
- Newsletters allow you to tell your story in a positive, non-threatening way.
- Newsletters allow you to focus on servicing your existing, high value clients, instead of wasting time with people who are not even proven to be interested in what you have to say.
So that’s why I recommend the following structure:
- Always be collecting contact information for people who have indicated an interest in what you have to offer.
- Follow up with regular newsletters that contain interesting, entertaining and relevant information.
- Pick up the phone and reply to emails when people are ready to buy.
And that’s it.