You’ll Sell More If You Don’t Sell Anything

Michael Katz, www.bluepenguindevelopment.com

“An e-newsletter is the next best thing to having lunch with every one of your clients and prospects once each month,” declares Michael Katz, author of E-Newsletters That Work. “But what do you think would happen if every time you got together for lunch, you tried to sell those people something? My guess is they would stop having lunch with you.” Katz says,

The reason I bring up this lunchtime scenario is that when it comes to how you develop and manage your e-newsletter, there are a number of similarities. Your e-newsletter functions as kind of an electronic proxy for all those face-to-face interactions that can’t possibly happen in the physical world. It ...

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