They’re building a new library (aren’t they always?) and they wanted money to help furnish it.
In the email was a cool video – one of those architect’s renderings that flies you through the space, like a ghost.
So I watched it.
And you know what?
This is a library…with no books!
There are bright orange chairs and tables.
There are rows of computers.
There are curved stairways with glass walls.
But…there are no books.
Now, call me old-fashioned and set in my ways.
But in my day…
…libraries had books.
Now I guess everything is online.
Which brings me to the point I want to make about newsletters.
Most people these days say that email communication is the future. Print is dead and all that.
Now…while you should send emails to your clients and prospects (it’s so cheap), you should also consider sending something in the mail.
The reason: in a world with no books – in a world where the volume of mail has dramatically decreased – your print newsletter will really stand out.
You’ll be the only one who bothered to do it.
And at the same time, putting a physical object into the hands of your clients is very powerful.
It’s the next best thing to a handshake.
Now, you’ve got to do it in a smart way. Because of the greater costs involved, it sometimes pays to send print newsletters only to your best clients and prospects.
You need to think carefully about what your aims are and what your budget is.
This is the kind of thing we can help you with.
When you join us, you will be offered a consult with me. We can get to talking about this kind of thing.
Here’s the place to start.