How an eNewsletter can Pump You Up
We can all
learn a lesson from Arnold Schwarzenegger. Besides
being the most driven Austrian anyone has ever seen, his huge muscles hint
at a revenue-bursting secret that every organization should learn today. What
is it? Synergy.
Imagine a young Schwarzenegger, or anybody, doing bench presses. You
can put all your time and energy focusing on one exercise but, at some point,
you'll hit a plateau and the muscle won't grow anymore. Why? Because
you haven't trained the supporting muscles: the shoulders and triceps.
It's the same concept in the business world. Put all your time,
energy and money into trying to make big gains in only one area and you'll
hit a plateau. But if you take that same amount of time, energy and
money and train the synergistic company muscles, you'll see huge gains.
Need proof? The Schwarzenegger of the marketing world is J. Abraham. He
supports a simple theory called "The Power of Optimization." According
to Abraham, there are three fundamental ways to increase company revenues:
- Increase the number of your prospects.
- Increase your closing rate.
- Increase the value (dollar amount) of each customer.
No doubt you already spend huge amounts of money and time addressing at
least one of these areas. But here's the secret; just make small
increases in all of these areas and your overall revenues will sky rocket.
Here's how
Say you increase the number of prospects, closing rate and the value of
each customer by just ten percent. A simple multiplication shows that
you just made a 33.1 percent increase to your overall revenue! But
if you just concentrated on one of those areas (like the bench press) it
would be nearly impossible to boost profits by that amount. You can
easily make small gains in these three areas with minimal expense if your
organization takes whatever they're already doing to the next level.
Consider starting a high-caliber eNewsletter. Why? Because a
professional eNewsletter, by its very design, can boost numbers in three
critical leverage points. When you attend your annual tradeshow, ask
each potential contact if they'd like to receive your eNewsletter. It's
an easy way to communicate to a large audience without being an aggressive
salesperson. And you have total control of your message.
On average, an eNewsletter can boost closing rates by simply getting your
company name out there more often. It typically takes seven contacts
before a prospect will start to think about choosing your products or services. An
eNewsletter is a gentle reminder about your company offerings. And
better educated customers will increase your closing rate.
An eNewsletter is an effective communications tool for new customers, as
well as a tool to retain current customers. As you continue to inform
your readers of the latest trends in your industry, customers will be more
attuned to what you're trying to sell.
So remember, Schwarzenegger didn't get to be Mr. Olympia by doing
set after set of just one exercise. He made the commitment to train
his whole body. If your organization wants to see easier revenue gains,
you need to do the same. Spend your time making little gains in these
three areas and soon your company will be poised for world class profitability. |
