We all get various newsletters, ezines, etc. Many people and organizations who send these out think that they’re “touches”. That’s marketing speak for impersonal mass communication. They’re not bad things, but let’s not pretend that they are in any way personal.

When I work with my clients and I teach them and help them develop their own simple “High-Tech/High-Touch Relationship Marketing System”(TM) we don’t consider those newsletters, ezines, etc as touches. They’re normally accepted and expected forms of communication, but they’re not touches.

When someone says “that touched me” they’re probably not saying this in reference to a newsletter they just received. Ever. But when you take a sincere interest in someone and add value to them in a personal way, you better believe you’re touching them.

When I care enough to learn what’s important to you, where you went to school, your spouse’s name, your favorite sports team, your favorite type of food or any number of personal things about you, I have an unlimited number of ways to add value to you consistently over time.

And small efforts over time produce massive results.

“But Kev, I can’t do that with huge masses of people.” Exactly. That’s what your newsletter and ezine is for. Throwing mud on the wall and hoping something sticks is for amateurs. Professionals clearly identify the people and organizations they want to do business with whether as a prospect, client, networking partner or strategic alliance and strategically create and nurture personal relationships. And they never worry about business again. Matter of fact, they can’t keep up with the demand.


One Conversation At A Time

by Kevin on June 24, 2014

No matter how many Facebook friends, LinkedIn connections or Twitter followers you have, nothing happens until a conversation is started. A billboard on the highway isn’t a conversation. While most people are running around trying to get more “likes” remember that business is conducted one to one.
You can use Social Media to broadcast your message, but at the end of the day, biz is conducted one to one. This may sound obvious, but just look around. Very few people and even fewer organizations understand this. Take a deep, sincere interest in the one person you’re speaking with right now. Whether you’re speaking to them face to face, by phone, or on a Social Media site.
Your success always occurs in a conversation. Never outside of a conversation. One conversation at a time.


Personalize Everything

May 23, 2014

As Dale Carnegie said many years ago, “Remember that a person’s name is to that person, the sweetest and most important sound in any language.” No matter how much technology changes and no matter how sophisticated Social Media (SoMe) platforms become, human nature doesn’t change. When you have the opportunity to modify a standard invitation […]

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Anti-Social Media

April 17, 2014

There are many people who think that success in leveraging Social Media comes down to understanding analytics, marketing conversion ratios, data mining, aligning planets, smelling colors and all other forms of modern alchemy. Maybe for some of the people with tape on their glasses it does, but those things have never been important to me […]

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Unplug From Time To Time

March 27, 2014

It’s good to unplug from time to time. For the last week, we’ve been on our annual family Spring Break trip. We usually take Spring Break trips somewhere where there’s lot of sunshine, beaches, palm trees and drinks with little flags in them and this year we decided to go to Atlantis in the Bahamas. […]

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Your Personal Brand

February 26, 2014

Hi there! I hope you’re having a great end to your February. End of February – wasn’t it just Y2K?! If you didn’t get that last reference, I probably have cowboy boots older than you. As we covered in our last newsletter, Social Selling is made up of four things: 1)   Your Personal Brand 2)   […]

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Make Them Smile

February 11, 2014

The top 20% of your clients probably wouldn’t mind it if you picked up the phone, called them and told them that you care about them and asked them if there’s anything you could do for them today to make them smile. The bottom 20% probably wouldn’t mind it either. Perhaps just start with one […]

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End Of January High Touch Recap

January 30, 2014

We’re almost at the end of January, and I’ll bet none of your competitors have picked up the phone, send a postcard, or dropped by with a Frappa-Macha-Lacha-Whatever to any of their prospects, clients, Networking Partners or Strategic Alliances so far in 2014. It really is so easy to differentiate yourself from everyone else in […]

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You Do Know What Day It Is, Don’t You….?

November 5, 2013

When you get up in the morning totally jazzed about adding massive value to people, today isn’t just another day. It’s TuesYAY! Yesterday was MonYAY! Tomorrow’s WednesYAY! Yeah baby, you’re getting the hang of it now…. Tweet This Post

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October 10, 2013

Whatever it is that you want, if you really, really want it sincerely enough, there’s always a way to create it. There are no exceptions to this. And if you’re thinking of posting something in the comment thread below to try and prove me wrong, you’ve actually proven that you’d prefer to put your creativity […]

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