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.