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October 2009

Email Marketing Dynamite!

BookcoverEMDEmail marketing has become a 'set-piece' for businesses small and large. Still many small businesses and trades think "it's not for our type of business/trade". Believe me - and others - they are wrong: email marketing benefits any type of business.

If you belong to the group of 'doubters' and/or don't know where to start with email marketing the right way to prevent being branded a 'spammer', a great book is about to be launched.

Ed Rivis' second book "Email Marketing Dynamite" not only contains practical advice and tips on how to start this profitable and cost-effective type of marketing, it also contains 10 interviews with business owners/marketing managers from a range of industries and trades on how they use email marketing to grow their business in sometimes spectacular ways.

  • Read how a plumber generated 13 solid sales in the first few weeks of his new email marketing tactics
  • how a business selling clothing and textiles made from Bambo (ideal for those with a sensitive skin) created 20 sales with an average order value of £ 100.00 with one email which only took 1 hour to write
  • how a specialised retailer (we, Wood You Like!) has one specific simple email marketing tactic that continues to generate 11% of their total turnover
  • how an independent printing company only has to send one specific email to a specific segment of his list to get a repeat sale
  • and more more "live" examples

The book starts off with a rather poignant and witty "In Memoriam" from "The Company Who Didn't Appear to Care".

"We failed to embrace modern methods of customer communication that would have prevented you from forgetting about us and buying from our competitors instead."

Make sure your business doesn't end up with a sort-like memoriam. If you hurry you still might be able to pre-register your interest in Ed's book and get the opportunity to buy it for just the P&P cost and receive special bonuses (I've seen/read/used them, they are more than worthwhile!) on the day it launches (TBA, but coming very soon!).


Trust Agents - Do you or Are you?

Social Media is a strange beast - a nice, intriguing strange beast that is.

Take my "personal Librarian" Drew McLellan. How and when we 'met' I can't remember (90% chance is was through Liz Strauss, who I've 'met' years ago when I just started this Kiss2 blog around the same time the Z-list discussion happened).
When Drew reviews a book on his blog I've come to trust his recommendations and if I think if will suit our business practise there is a 95% chance I purchase the book. So too when I read this:   

Are you a trust agent? Do you need to be?

by Drew McLellan

Chris Brogan (one of social media's Godfathers) and Julien Smith, a trend analyst and expert on building communities have released a new book, Trust Agents

The subtitle pretty much tells you what to expect....using the web to build influence, improve reputation and earn trust.  And that's exactly what the book focuses on. Sort of.

The book defines 6 characteristics of trust agents:

via www.drewsmarketingminute.com

And I wasn't disappointed.

Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust is a novelty IMHO, the way it is written is 'peculiar' - not your standard list or steps to take to become the object of the title. It's that gut-feeling so hard to describe Chris and Julien manage to explain with great examples and which reveals own experiences:

"Givers Gain" - or as they put it:

"That is what evolves naturally. If you act like a good citizen, and you feel like One of Us, the benefits arise without much thoughts - good things happen to good people."

Always my own first and foremost important tip on who to become a trust agent too:

Be passionate about giving!

My experience is this comes indeed natural to most popular trust agents. No hidden objectives.
Forums - mostly a forgotten subject in Social Media reports, discussions, books - are a great place to become known as a trust agent. It's done and doing wonders for our business, including multiple incoming links to our main website and FAQ blog (and even webshop). The links we place ourselves and because the forum owners trust us not to abuse the forum we are allowed this, although they have a strict non-advertising rule.

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No hidden objectives: the forum members know we run a business; my twitter, blog and facebook, LinkedIn contacts/friends know I have a 'second career' in webmarketing.

Give unrelenting - don't expect gain. Now that's a strange mindset but the only one that works!
Give value and you will always gain.

In Chris and Julien's Trust Agents there is also a perfect question (page 200) that illustrates one of my pet-hates on no replies to emails or comments:

"You don't give blank stares to people who ask you questions, so why its digital equivalent?"

Thanks for another great recommendation Drew, you were - as always - spot on: Trust Agents by Chris Brogan and Julien Smith is a novel must read for anyone using Social Media to enhance his/her business - the right way.