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1. Use Email to Get Inside

2. So now that you are systematically collecting opt-in
emails from your customers (if you are not see
www.promoterz.com) how effectively are you using
email to build the relationship with your customers? Do
you see email as just a cheap replacement for traditional
print, radio, or TV advertising? If so, you are leaving
opportunities on the table.

3. The other day I saw a "Graduation-Wedding-Mother's
Day" sale advertised on television. I was a little
surprised that they left out Memorial Day, but it
highlights a few of the draw backs of the medium. First,
it is shotgun meaning that everybody sees the same
thing so you are tempted to provide something for
everybody in the same ad. Second, it is expensive and
takes time to create ads, so the inclination is to make
them either very generic or, again, cover all your bases.

4. Email doesn't have those problems. You know exactly
who you are sending to (and with your opt-in list you
know they want it) and you can put an email together in
a few minutes and send it out (if you can't, check out
www.promoterz.com). With these strengths, if you are
using email just to say what the other guys are saying on
TV you are shooting air balls.

5. Think of the email you get from your friends. Do they
send you "Happy Graduation-Wedding-Mother's Day"
emails? No, chances are they talk about last night's
game, what happened over the weekend, or a great
place they visited. Email allows you to be immediate and
to be current. Use it that way.

6. Here is an example. The Suns just lost game 4 of the first
round of the NBA playoffs to the Lakers. If you've got a
business in Phoenix how about a "Beat the Lakers
Special" in preparation for game 5? Throw in a blurb
about how many teams have come back from 1 and 3 in
the first round and sign off with "Go Suns!"

7. Customers not sports fans? No problem, find another
local or regional event to mention. The point is that
there are thousands of businesses out there throwing
millions of dollars at generic ads. With email you now
have a way to cut through all that chaos and capture
your customers' imagination and enthusiasm with some
thing that is uniquely you and your business. So use it.

8. Hey, if you got a big guy inside--get him the ball!

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