Building your list can be difficult. It seems to take forever to get people interested in what you have to say, especially if yours is a new business. What can you do to encourage them to subscribe and why bother?

You’ve probably heard about the sales funnel. That’s something that every business should have in place. The top of the funnel is the wide mouth that collects as much as it can and for most of you, it’s where you collect subscribers to your list. Once they are in your funnel you can market to them. Just think about it. The more subscribers you have, the more likely it is that someone will buy your goods or services.

This is where the Client Catcher comes in. It’s the lure at the top of your funnel. It’s the tempter that visitors to your site just have to have.

A Client Catcher is a free report, product or ecourse that you give away in exchange for a subscription to your newsletter. It will only work if you are offering something that the client wants. That means that it has to be of interest to them – perhaps it answers questions, solves problems or teaches them something that they want to know.

Remember, these people aren’t likely to know you and may know nothing about your business so the odds of them spending a fortune with you straight away are small. By offering a free giveaway you are allowing them time to get comfortable with and learn more about you and that ultimately leads to sales.

Once they have subscribed it’s your job to make certain that your newsletter is full of useful and valuable content. That’s how you’ll keep your clients and encourage them to shop with you.

We can create your Client Catcher for you. We use a simple process to help you work out what you need so that you can start capturing leads quickly. Lead generation has never been this easy!

Contact Anne to get your Client Catcher straight away.

If you don’t know much about it or how to use it for business, you might like to get a copy of this free report. It takes you through Pinterest right from the very beginning.  Learn how to get your invitation, what the terms mean, how to add pins and how to use it to showcase your business.

This is a simple, easy to read report that will get you started straight away.

For your free report on how to use Pinterest just add your details and it’s yours for the download.

(We don’t share your emails with anyone. This will subscribe you to our newsletter but of course you can unsubscribe if it doesn’t meet your needs.)

Now that you’ve started your newsletter it’s time to look at the useful information that the gurus can share with you.

When the Gurus are right.

There is a lot of useful information available online that will help you refine the newsletter you have begun.  These people aren’t called gurus for nothing.  My advice would be not to try and follow them all.  Find an expert whose information seems to resonate with you and stick with him or her.  That’s your intuition telling you you’re on the right path.

Here are some of the best pieces of information about email newsletters that I have come across lately.  I hope you’ll find them useful.

You can’t go past Copyblogger  for sensible, practical and effective advice.  My favourite of his tips:  Write your headlines first.  It’s so easy to start writing and then end up with a piece that’s totally different to the one you planned.  If you have an intention in mind, set your headline first, then live up to it in your content.  It will “keep you honest.”

The Copyblogger site also has a useful post on “How to Write Headlines that work.”  It covers the different types of headlines you could use and tells you when to use them and looks at some of the results they get.

The Content Marketing Institute has some great advice on how to come up with content for your newsletter.  It suggests dividing your think topics into the areas of past, present and future.

What news in the recent past can you write about?
What’s happening now?
What’s coming up?

Constant Contact has a post on how to get your readers interacting with your email newsletter through the use of a clear call to action.  Tell people where to go, give them an easy way to get there, and most importantly, give them a reason to go there. It’s simple but it’s one of the things that trip us up.  Just look at some of the newsletters in your inbox. How many forgot about a call to action?

Again from Constant Contact is the reminder that you are emailing as a person, not a business.  People don’t want to hear from a business, they want to hear from you so be a little personal in your approach.  You can tell them what you are doing, what your plans are or tell a story about you and your business.  It’s the personal touch that will help you establish a connection.

And now to those pesky stats.

Your statistics will tell you how your clients are reacting to your newsletter.  Depending on the system you use, you’ll be able to see how many opened your newsletter, how many click throughs you had and which parts of the newsletter grabbed most attention.

Now, the stats aren’t all that straightforward.  The terminology can be tricky so before you panic that you only had a 10% open rate, read the next posts which will help you understand what it all means.

Mail Manager explains how to understand the open rate, what it means and how it is calculated.  It will take some of the pressure off you!    Campaign Monitor shares more information  including figures on typical open rates within specific industries.  It will give you some idea of the target you are aiming for.

There is a lot of information in here and techniques that you will come to master in time, but please don’t lose sight of your purpose.  Fill your newsletter with the content your market wants and they’ll read it because they see that you are the person who can give them what they need.

Many newsletters go straight into the folder of deleted items and that’s usually because they are boring.  They don’t even tempt us to read it long enough to find an unsubscribe button.  You know the type, don’t you?

So how can you turn your newsletter into something that people look forward to reading?

First of all, toss out all the advice from the guru’s before it does your head in.   It’s all useful information but it’s quite overwhelming, isn’t it?  That can all wait until later.   Right now we’re going to concentrate on just getting started.  (Did I hear a sigh of relief?)

Let’s think about the people you are writing for.  We know two things about them.

1. Firstly, like all of us, they are creatures of habit.
2. Secondly, they usually prefer to be part of a community.
3. People love to know what other’s think about things before they make their own decision.

So how can you use this knowledge to get your newsletters read?

Habit can work for you.

Teach them to expect your newsletter at the same time each month.   Be consistent.

Lay your newsletter out in the same format each time so that they learn to look for the information that interests them in the same place. For example, if you are offering links to resources, you might choose to put it at the bottom of the sidebar.  Leave it there.  Some people won’t read everything you write but they will still benefit from your newsletter if they can find the item they are looking for.

Remember that familiarity and habit go hand in hand.

Community can work for you.

We live in communities because we’re a social species.  We like to know people and what is going on for them.  When you write your newsletter, share a little about yourself and allow people to know you.  It doesn’t have to be personal information; just enough to show that you’re human and you understand what life is all about.  That’s how you’ll establish a connection with your readers that will make your newsletter more personal.

When you write your newsletter, write it for them and not for yourself.  Write to help, not to sell.  Think about what is going on in their lives and what thoughts are running through their heads.  Tap into this and write a newsletter that answers their questions or solves their problems.  Share your knowledge.

What others think.

Have you ever noticed a group at work when they have to make a decision?  There is always someone who leads the pack by making the first decision.  Often, the rest stand around and see what others decide to do before making a choice, and that choice is usually to follow the crowd.

We like to know that we’redoing the right thing and so we are influenced by the actions and opinions of others.  You can use this to your advantage by including testimonials or case studies in your newsletter.  It’s called ‘social proof’ and it hits a home run every time.  Believe me, these stories are like seeds planted into your readers brains.  When the time is right they will germiminate and give your reader the right answer at the right time.  The answer is you.

Your newsletter is a business tool

Yes, your newsletter IS a business tool but perhaps not in the way some people think.  It isn’t about selling,  It’s about connecting and building relationsbips.

Sales will grow out of the relationships you build and nuture.  How will that happen?

Because they READ your newsletter.

So, the ultimate goal for the writing of a newsletter is to get it read.

Before you worry about statistics or slave over creating the perfect headline, get into the routine of producing a newsletter that is filled with the things your client’s want to read.

Next week we will look at fine tuning the newsletters you create by using some of that guru advice, but not enough to scar you for life.

In fact, you’ve probably subscribed to lots of newsletters because they looked interesting. The problem is that, after the first one, they morphed into something that doesn’t ring your bells or they didn’t live up to your expectations. You don’t bother to read them anymore. You click delete or sometimes the unsubscribe button and that’s all the action they’ll see.

That’s what other people might be doing with the newsletters you send out.

Why are you writing that newsletter?

If you’re writing it just because everyone tells you that you should or because it’s a good vehicle for sharing your business message, then you might as well quit now. All you’re doing is adding another task to your day.

Before you start writing your next newsletter, ask yourself why you’re doing it. If your answer doesn’t involve your client – if it isn’t client focused – you probably need to revise your strategy.

By client focused I mean that your newsletter is not written to promote you and your services, it is written to meet a client need or to show them a way to solve their problem.

It’s about giving them what they want, not what you want them to have.

If you are considering introducing a newsletter to your clients, start by listening to what they are talking or complaining about, questioning, or even celebrating. Read your Facebook comments, your customer feedback and reviews of your business. Start listening to what they are saying and then write a newsletter that will participate in that conversation and give them the answers they need.

That’s how you get value into a newsletter and that is what will stop them hitting the delete button.

Before you start work on your next newsletter, go and check the discussions on your Facebook or Twitter pages. That’s where you will find your starting point.

In my next post I will show you how to make sure that your newsletters are being read.  Watch for it.

I love writing product descriptions but I know that for many of you, it is just a job that has to be done so you can sell.  To me, it’s one of the best places to let your imagination run free.  You can really use that to your advantage.

Selling online.

People love to shop online because it is so convenient but let’s face it; it’s not as much fun as wandering through a store and experiencing the whole shopping centre vibe.  You can’t really see the item, nor can you touch it or smell it.  It’s just a flat image on a screen and it looks like the images that are seen on lots of other sites, too.

You need something that will make someone stop at your page and say “OMG!! I’ve got to have that!”

You need a tool that will give people the tactile experience they get in real shops and the best tool you can use is your product description.  Plug straight into their imaginations and emotions.  That’s where the buying decisions are made.

Here are three ways that you can tackle the writing of a great product description.

Promote the benefits.

Some products don’t lend themselves to flights of imagination.  (And sometimes the people who need your product won’t be the sort who would be into the airy fairy stuff!)

The best way to describe these products is in terms of what they achieve for the client.  Take pain relief tables as an example.  No one promotes them as ‘an exciting blend of chemical A and chemical B shaped into a delicate capsule”, do they?  Instead, they talk about how great it will be when the pain is gone.

I always start with the benefits and leave the specifications until the end.  If people already know that they want the product they will skip to the details but it’s the benefits that will help everyone else make up their minds.

Compare these descriptions:

“Meet the next generation of outdoor cookware – and fire up the flavor – with our innovative fry pan, which makes it easy to cook crowd-pleasing stir-fries, vegetables and more on your grill. Thanks to our exclusive perforated design, your favorite foods take on savory, fire-smoked flavor.- Tiny perforations on the pan’s surface expose your foods to the fire, adding rich, smoky character.- Unique design keeps even the smallest ingredients safely inside the pan.- After searing meat, poultry or vegetables, close the grill – and let the fire work its magic.”( http://www.williams-sonoma.com/products/steel-grill-round-fry-pan/?pkey=cfry-saute-pans|ckwfryfry )

“So it may be a small fry, but it certainly doesn’t hold back in the colour stakes. Add a bit of punchy colour to your stovetop with the cute Scanpan Classic frypan in red.  For over twenty years, Scanpan has offered both professional and home cooks the most technologically sophisticated nonstick cookware on the market.  Scanpan’s signature Classic line is manufactured in Denmark from pressure-cast aluminium that heats evenly and will never warp. The virtually indestructible ceramic titanium nonstick coating is safe for use with metal utensils.” http://www.kitchenwaredirect.com.au/New-Items/Scanpan-Classic-Frypan-20cm-Red

Have you nodded off yet?  Isn’t that second one dull?  The first description has me salivating!  Who cares if the pan is red and will look pretty in the kitchen.  Talk to me about how it will make my food taste and you’ve won me!

Use your imagination.

There are some things that are best described with an appeal straight to the reader’s senses.  That’s when you can let your imagination run wild. I’m not a white chocolate girl, but even I am tempted to buy some when I read a description like this:

“White Chocolate, so elegant and chic – it has a personality all its own. It hides its richness under a veil of purity while teasing your tastebuds with an ecstasy of flavour. How well it matches Pistachio or Raspberry Rocky Road – cool, clean White Chocolate covering a vibrant heart full of rippling taste. White Chocolate Rocky Road keeps its passions secret…” http://www.harrysrockyroad.com.au/index.php?p=catalog&parent=3&pg=1

Imagine what it feels like to be using your product and allow yourself to be ‘poetic’ about it.  Remember that your words have to give your clients the same experience they would get in a shopping centre.  Make them feel the texture, smell the scent, taste the delights – then conclude with the facts.

Tell a story.

I still remember the descriptions on a site that no longer exists.  (The new owner changed everything and it went out of business)  I loved this site and although I didn’t need their products, I often went back just to read it.  They hooked me with a story which tied each product in with a reason for its appearance.  You can bet that although I didn’t need their products, I certainly spread the word to those who did.

“And she turned and saw him, the magical stranger, in the distance, his profile shimmering behind a field of dancing wildflowers.  She stood and lifted her hand in a wave…” 

And later…..

“His skin was firm and supple, bronzed by the sun and scented by the grass…’

Each episode of the story linked directly to the style of the product being sold.  The first episode related to a range of stationery that was decorated with fields of wildflowers.  The second introduced diaries that had firm and supple leather look covers!  You get the idea?

Don’t be dull.

I know that I can get a bit excited about product descriptions but they are really important if you really want to make a sale.  Think about why people would want your product and what problems it will solve for them.  Then get in there and show that you understand what they are going through and offer a solution.  Create a truly sensual experience.  Give them what they need that will help them choose to buy.

Just don’t be boring about it!

(Originally posted at build a little biz)

From our corner of the world there might be a little bit of dust, some muted swearing and lots of laughs as we change gears to meet demand.  We’ve got lots of plans and some of them have begun to take shape already.

So far:

We’ve taken on our youngest recruit.  At only 15 years of age, Alana will be writing about products and issues relevant to children and teenagers.

Kurt, our business expert, will start sharing some of the strategies he is using to guide small businesses towards the success that they want.

We’ve created our new Intro to WordPress program and it will soon be available to our clients.

We’ve reshaped our own content strategy so we can bring you useful information more often.

And we’re not even two weeks into the year!

What else can you expect from Clever Streak this year?

Accountability – yours, not ours!  You can’t hand over total responsibility for your business communications.  You have to be involved.  It’s YOUR business, not ours.  If you want to pass it all over and not worry about it again, well we don’t want to work with you.  Yep, that sounds harsh, but we believe that a business will be successful only when it has your authentic presence behind it.

Resources – we are building a library of resources that will help you to build a better business.

Strategy – one of our keywords for the year.  We’ll be teaching you how to build and maintain an effective communication strategy by sharing the tips and tricks that we’ve discovered.  Make every word and every action count towards your success.

Fun – in our own twisted little way we will keep things fun and interesting throughout the year.  This is our anti-boredom campaign, so be prepared.

And there’s plenty more that I can’t tell you about yet so keep watching.

If you haven’t subscribed to our newsletter yet, now would be a great time to do so. Just fill in your details in the side column.

2012 is about to take off!

I’m the leader, I’m the leader
I’m the leader of the gang I am
I’m the leader, I’m the leader
Well there’s no one like the man I am….

You might not have realised it but YOU are the leader of your gang.  What are you going to do about it?  You’ve got a bunch of followers on your blog and on Facebook.  You’ve got loyal readers for your newsletters.

How good a leader are you?

Leaders LEAD!  That means they make decisions and make plans.  It means that they care about their gang and work actively to keep them together and happy. Good leaders communicate with their gangs regularly. Do you?

This year is almost over and soon you might be hitting a quiet patch in your business.  Take some time to think about your role and responsibility. Take some time to work out where you are going and how you can lead your gang there, too.

You are a leader. If you tend to forget it, this song should be your anthem.

Be a leader. Just make sure you do it ethically, unlike Mr Glitter.

But perhaps don’t send them something like this. It might not present the professional image you are hoping for.

My professional image? Pfft. I traded mine in for one that is much more comfortable!

Grab yourself a coffee and watch Miss Bunny and The Lovely Boys (The Rock, Vin Diesel, Johnny Depp and Brendan Fraser) starring in “The Buttcracker” with the help of the clever people at JibJab. Very professional.

You’ve probably heard it said that stories sell.  It should be emblazoned all over your workspace.

Stories DO sell.  They are part of what’s called your “social proof” which is the evidence you can show your clients to prove that your statements are true.  What seems to worry most business owners is finding their story.

“I don’t have a story.  I’m just like everyone else.”

Well, there’s the first problem.  You’re not like everyone else and neither is your business.  What you do for people and the way in which you do it will be different because YOU are different.  But I won’t go harping on about that.

Have you ever thought about using a case study as a story?

I’ve been writing case studies for one particular client who is building up a library of them.  Isn’t that a great idea?  If a case study isn’t social proof, I don’t know what is!

A case study gives you the opportunity to show off your business and what it can do for your clients.  Because it is written as a case study, rather than just a write up, it has more credibility.  It’s your client talking, not you, and their words mean a lot to someone who is reading it and finds themselves in a similar situation.  Straight away they identify with the client and you’ve connected emotionally.

So how do you write a case study?

Well, there are three key things you have to include.

1. A description of the client’s problem, need or situation.
2. A description of the services or products you provided to solve their problem.
3. A description of the results.

How you write it is up to you but I recommend keeping it quite informal unless your business demands otherwise.  Keep it chatty and write in simple language.  Don’t bore the pants off your readers!

When you have a great success and make your client happy, turn the story into a case study.  Interview the client.  Ask their permission if you want to use their name or the name of their business, and then write it up.  You can add the case study to your website or newsletter, turn it into an article or use it in a press release.  Once you’ve got it written, it is there forever to show potential clients how good you really are.

If you want to read some examples of simple but effective case studies, pop over to Living Fundraisers and check out their success stories.

Next time someone asks you for your story, remember that it doesn’t have to be about you; it can be about the difference you made in someone else’s life.  There’s more than one way to get your point across, isn’t there?