Authors looking for proven newsletter marketing tips should study Alan Rosenspan’s Improve Your Response newsletter. It’s an engagingly written educationally-oriented “letter containing news.” Alan has published it for 10 years….with less than 70 opt-outs!
The reasons for its remarkable reader loyalty will be immediately obvious when you review some of the previous issues he has archived on his website. Alan’s Improve Your Response newsletter combines a friendly, conversational, non-promotional approach with genuinely useful information.
Allan Rosenspan’s Improve Your Response newsletter doesn’t take itself seriously, but it obviously takes its readers and its topic very seriously
How Alan Rosenspan beats “previous best”
control direct mail packages, e-mail, or print ads
As recounted in Issue # 60, which arrived Friday, Alan was asked, “How do you do it,” how has he managed to beat the control for over 20 different companies.
He didn’t have an immediate answer, so he thought about it, and identified a 5-step solution he shared with his newsletter subscribers which he gave me permission to share below:
- Have someone outside your company review your existing work, and–he emphasizes–don’t coach them – because you’re not going to be there when your prospects read your pieces.
- Determine the main benefit of the product. There are usually a dozen benefits of every product and service — but you need to figure out which is the most important one.
- Sell the offer, not the product. He lists the 3 main things about the offer (1) Offer something money can’t buy–like information, your prospects can’t (easily) get anywhere else. (2) Offer something that accelerates the sale, but is practical. (3) Offer something specific. In his words, “a free brochure just doesn’t cut it. Instead, offer a free 32-page brochure that includes 10 mistakes to avoid, 7 ways to choose, etc.”
- Apply “Best Practice” direct marketing techniques, such as using envelopes instead of self-mailers, using call-outs to emphasize key points in letters, and taking advantage of the usually-neglected back of the sales letter.
- Go one step further, which he explains as a “creative spark, a big idea…that stands out and makes a difference,” and that he illustrates with an example he created for a client.
Nowhere, in the above–or, for that matter–nowhere in his newsletter does he “sell” his services. He educates, he shares experiences, and he creates an engaging image of himself.
It’s a formula that has worked for him over he past 10 years and 60 issues, and will probably work for you. You can sign-up for his newsletter here.