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Transcription
The speaker, John Ashworth, discusses the importance of publishing a print newsletter for businesses. He provides seven reasons to support this idea. Firstly, a print newsletter creates excitement and anticipation, similar to unwrapping Christmas presents. Secondly, it allows for the element of surprise, like finding a toy in a box of Cracker Jacks. Thirdly, it revives the lost art of letter writing and can have a powerful impact. Fourthly, a print newsletter has a tangible arrival effect, making it more personal and memorable. Fifthly, it sets businesses apart from the noise and oversharing on social media platforms. Sixthly, it creates a sense of obligation and reciprocity from readers. Lastly, it allows for a deeper connection and more time spent engaging with customers, leading to stronger relationships. John offers to send the full article to anyone interested in learning more about the benefits of a print newsletter. Hey, thanks for your interest. John Ashworth here. If you want the full article on this topic, the resource I used to put together this short podcast, just send me a note and I'll send it right along to you. These are the seven reasons why every business should publish a print newsletter is really how this is written, but at the very least a digital newsletter, but don't underestimate the power of a print newsletter and don't shy away from the cost. First, the Christmas morning effect. Why are Christmas presents wrapped? I mean, we just went through this, right? Because there's fun in the unwrapping and that's what everybody will get used to when you start putting out a quality print newsletter is it will come in the mail on regular intervals, whatever makes sense for you. And every time it comes, it will be like Christmas morning. Right along with that, number two is the Cracker Jack box fun effect. And maybe you have to be of a certain age to really appreciate that, but think of that treat that existed in the box of cereal in the Cracker Jack box. The hundreds of millions of Cracker Jack boxes sold are as much a thanks to the toy surprise inside as to the caramel corn itself. So don't underestimate that. How can you surprise your people on a regular basis with cool stuff? Number three, funny letter from camp effect. Somewhere, maybe on YouTube, you can find an old comedy recording by Alan Sherman called Hello Muddah, Hello Fada. It's his letter home from a time when all kids got sent off to summer camp for two weeks. Letter writing between friends, family, peers is something of a dead art. So depending on your age, it may be entirely unfamiliar to you, but do not underestimate its power. Number four, the arrival effect. Not come here or fetch. Digital deliverables don't arrive so much as they get posted for you to come read or fetch or download. Arrival is your drop by visit. You can own someone's mailbox if you start sending out a print newsletter. You really can. People will associate you with their mailbox if you do a good job of this. Think about how powerful that could be. Number five, the apart and above effect. These days, every fool is a broadcaster, oversharing all over the place, TikTok, Instagram, all that stuff. I mean, you might put me in that category too. I love sharing. Try to do it in a positive, productive way at all times, but it's happening. It's a cacophony of noise, a mess of images, unrelenting demand for response. You position yourself 180 degrees different from all this by sending out a print newsletter that people actually look at and read. Number six, the obligation effect. Do not underestimate this. This reminds me of a really good book called Influence, which gets into a number of psychological concepts like this one, where readership is the essential first step to hurdle, to leap, to get to communication, influence, interest, response, retention, and referrals. The goal is to be he who cannot be ignored. Dropping by in a way that obviously costs you thought, time, effort, and money creates a good kind of guilt in people, and they feel obligated to reciprocate, to communicate, to connect with you, to thank you. You get the idea. Number seven, look at the time effect. I want to suck up a lot of my customer's time. There is an evident proportional relationship between the amount of time a customer gives you and the depth of the relationship. The more time you can get people looking through your stuff, going through your stuff, it's one of the reasons I create this newsletter. I know it's only going to be a very small percentage of people who engage with this content, who are actually listening to this audio, but it's very likely if you are, you're one of the top business owners I'd like to work with. You may not decide to work with me, but it increases the chance that you will and also gives both of us an opportunity to get to know each other a little bit better, and especially for you to get to know me so that you can decide whether or not you think I am someone, Golden Considerations as a company, as an extension, are the right fit for you. The more time you spend with my content, with my communication, with everything I'm doing and working to connect with you, the more likely that is to happen. The same thing will happen with you and your customers and your families and your communities. You probably already have examples of that. So remember, if you want the full article that I just went through here on this topic, I'll send you the full newsletter. It's a whole newsletter devoted to the benefits of a print newsletter. It's a terrific issue. Just reach out to me, send me a note, and I'll send it right along to you. Thanks for tuning in. John Ashworth, a.k.a. John of Renaissance. Talk to you soon.
