A great question from a client of mine promoted this post today. She owns a family business and is an expert at her craft – and she struggles with topics to write about for the new email program we have going. I encouraged them to begin their emails with a small intro, written by the owner and signed with her signature that relates to the products they choose to highlight. Next week’s email is on seed starting, a topic certainly near and dear to my heart. She said to me “I need your guidance on what to write about.” Woooo! Let the thought-gates open!
Here is what I shared:
1. VALUE: You are selling something that a person could either find in duplicate on Amazon.com or find something very, very similar to what you sell that is cheaper and within driving distance. Why should they buy it from you and pay shipping to boot? Value, quality, expertise, relationship. Speak about your experience. Speak about your passion. Speak about the notion that your business was started with a desire to invest in the success of your customers. That’s why it’s worth buying from you versus a big box store or online-only entity. Anytime I think of value, I think of Johnny’s Selected Seeds. They do an incredible job communicating what they bring to the table (other than great food from your garden) in all of their communications and their catalog.
2. HOW-TO: Anticipate your customers’ questions, concerns, fears. Yes, downright FEARS! The #1 reason I heard while working Johnny’s Selected Seeds in Maine why people didn’t bite on a seed starting email is because they were convinced they had a black thumb, kill everything they try to grow, and they didn’t want to be responsible for killing a living thing! The problem here isn’t a lack of potential skill. It’s a lack of current knowledge. You, the expert, can share your brain with your customers and share your experiences, hints, tips, tricks. You can educate them in a 1-2-3 way that’s easy to digest and not too scary to try. So think like your customer – and out yourself in their shoes at different levels of expertise or at different stages of a process (like growing plants). Heck, go to Google and try some keyword search that ask why, how, and when around your particular product or service and see what you come up with. The Tasteful Garden does an excellent job of this in their emails and they have a wonderful online resource center to back it up as well as a blog where they are active. They leverage their content in multiple places.
3. CURRENT EVENTS: Even if you sell seeds, there are events in the industry that affect your business, your relationships with others, news that sits in your customers’ minds that they wonder about. Do not be afraid to take a stand on an issue or respond to something happening in the environment. It shows you are aware. It shows you care. It shows your business has a plan for dealing with the ups and downs that can affect a business. Now, you may not want to necessarily email about this, especially if it happens sporadically, but you could certainly get it out on social media or blog about it. And once that content is created, you can leverage it in other spaces as you wish.
4. RELATIONSHIPS: You don’t always have to talk about you, you know Sheesh! Talk about your customers. Talk about your vendors/suppliers. Encourage your customers to participate in surveys or contests (photo, video, etc.) (Hey – Facebook is a great place to do that!) and talk about your “customer of the month”, “retailer of the month”. Earthbox.com does an awesome job of this in their emails. I read every single one. I always learn something from them. Their monthly newsletters are a great combination of “you could buy this”, but they do a spectacular job of saying “and here is how you do this or can use this”. Priceless.
You have things to talk about.
Stop shaking your head. Yes, you do.
It just takes some thought about your business, what you sell and provide, getting it down on paper, and simply doing it. And it’s important to do write more personally, I believe. People gets thousands of marketing messages shoved at them every day – do this, buy that – order now…and particularly in emails, its all promotional. No personality really. No investment. Just shove products in and get it out the door. I would encourage all of you to write a little more – an intro paragraph – doesn’t have to be long – but it’ll be all YOU. Connect with your customers. Share something of yourself and your business. Inform, guide and teach as well as sell. I bet you’ll find that your business thrives because of it. And so will you.