Why did I include the words, Relationship Content in the title of this article? Its because most firms dont realize that when they start a newsletter it should primarily be a means of building relationships with keeping their customers, clients, prospects, referral sources and associates. Sure you need to keep them informed on a regular basis of the products and services the firm currently offers, as well as new updates, innovations, products and services as they become available, but only talking about products and services is missing out on the real power behind an effective newsletter. You should write Relationship Content to build Relationship Capital, leading to Relationship Equity and consequently Relationship Profit.
Relationships are about meeting people, through a variety of ways. You need to get involved in industry associations, join groups, attending trade shows etc. While none of the physical world processes should be eliminated, the process and strategy for building and managing Relationship Capital online in the electronic world is a radically different means of creating relationships. Not only is it different but it requires a unique set of skills, new thoughts and a new language to build and manage the process. In plain terms, Relationship Capital is the amount of time and money you invest in building relationships with customers, prospects, and referral sources on the Web.
In the traditional bricks and mortar world, Relationship Capital is about joining groups, meeting people, getting involved in industry associations, attending trade shows etc. While none of these processes should be eliminated, there is a very big, new world created through the Internet. The process and strategy for building and managing Relationship Capital are different. Not only is it different but it requires a unique set of skills, a new language, and new thoughts on how to build and manage the process. Relationship Capital is the amount you invest in building relationships with customers, prospects, and referral sources on the Web. It is more than financial capital because there are more elements to build and manage.
Business succeeds or fails based on relationships. Your firm may build the best products in the world or deliver the best service around the world and back, but that doesnt build relationships. You do. Your people do. And most importantly your solutions do. How do you deliver solutions online, when you havent asked the client what the problem is? Well, your newsletter should include content that establishes connections between your staff and offers solutions to common problems faced by those reading the articles. These new articles are Relationship Content, not product and services content. You will be amazed at the trust and loyalty you can built with Relationship Content that tooting your own horn will never build. Relationship Content will cement your reputation as an expert because you will be offering information not readily or easily accessible to your readers of your e-Newsletter.
Business is all about relationships. Products and services dont build relationships. People and solutions do. Your newsletter should include content that establishes connections between your staff and those reading the articles. To keep it clear in your mind, lets call these new articles youre going to be writing, Relationship Content. If you do it right, this Relationship Content will not only build trust and loyalty, but it will cement your reputation as an expert by offering information not readily or easily accessible to your readers.
All you have to do is to remember that you need to write every article (based on the tips I give you) as though you are the reader and write what the reader wants to read. This Relationship Content will become Relationship Capital and thats a virtual IOU in your pocket. So what kinds of articles can you write? Well, there are a wide range available to you and Im going to suggest you use them all. When trying to come up with the perfect idea for an effective article, many people lose sight of many of the obvious topics that are compelling to anyone, whether or not they are currently interested in your service. Look around your office at your colleagues and write a team member spotlight. Take notice of your firms history, culture and corporate interactions. What about that event the sales team attended last month? Sometimes the simplest or most common events prove to be the strongest relationship builders in the eyes of your readers.
Ive got ten great Relationship Content ideas for your e-Newsletter. Ill get into details like why use each and what that category or content can do for you, but also give you specific examples. Rather than make this too long, Im going to break each category up into sections. They include: Products and Services, Educational Pieces, Team Member Spotlights, Client Spotlights, Community, Awards & Recognition, Holiday Greetings, Stickiness, Technical, and finally Reminders, Announcements and Events. Make sure you catch them all.
Relationships are about meeting people, through a variety of ways. You need to get involved in industry associations, join groups, attending trade shows etc. While none of the physical world processes should be eliminated, the process and strategy for building and managing Relationship Capital online in the electronic world is a radically different means of creating relationships. Not only is it different but it requires a unique set of skills, new thoughts and a new language to build and manage the process. In plain terms, Relationship Capital is the amount of time and money you invest in building relationships with customers, prospects, and referral sources on the Web.
In the traditional bricks and mortar world, Relationship Capital is about joining groups, meeting people, getting involved in industry associations, attending trade shows etc. While none of these processes should be eliminated, there is a very big, new world created through the Internet. The process and strategy for building and managing Relationship Capital are different. Not only is it different but it requires a unique set of skills, a new language, and new thoughts on how to build and manage the process. Relationship Capital is the amount you invest in building relationships with customers, prospects, and referral sources on the Web. It is more than financial capital because there are more elements to build and manage.
Business succeeds or fails based on relationships. Your firm may build the best products in the world or deliver the best service around the world and back, but that doesnt build relationships. You do. Your people do. And most importantly your solutions do. How do you deliver solutions online, when you havent asked the client what the problem is? Well, your newsletter should include content that establishes connections between your staff and offers solutions to common problems faced by those reading the articles. These new articles are Relationship Content, not product and services content. You will be amazed at the trust and loyalty you can built with Relationship Content that tooting your own horn will never build. Relationship Content will cement your reputation as an expert because you will be offering information not readily or easily accessible to your readers of your e-Newsletter.
Business is all about relationships. Products and services dont build relationships. People and solutions do. Your newsletter should include content that establishes connections between your staff and those reading the articles. To keep it clear in your mind, lets call these new articles youre going to be writing, Relationship Content. If you do it right, this Relationship Content will not only build trust and loyalty, but it will cement your reputation as an expert by offering information not readily or easily accessible to your readers.
All you have to do is to remember that you need to write every article (based on the tips I give you) as though you are the reader and write what the reader wants to read. This Relationship Content will become Relationship Capital and thats a virtual IOU in your pocket. So what kinds of articles can you write? Well, there are a wide range available to you and Im going to suggest you use them all. When trying to come up with the perfect idea for an effective article, many people lose sight of many of the obvious topics that are compelling to anyone, whether or not they are currently interested in your service. Look around your office at your colleagues and write a team member spotlight. Take notice of your firms history, culture and corporate interactions. What about that event the sales team attended last month? Sometimes the simplest or most common events prove to be the strongest relationship builders in the eyes of your readers.
Ive got ten great Relationship Content ideas for your e-Newsletter. Ill get into details like why use each and what that category or content can do for you, but also give you specific examples. Rather than make this too long, Im going to break each category up into sections. They include: Products and Services, Educational Pieces, Team Member Spotlights, Client Spotlights, Community, Awards & Recognition, Holiday Greetings, Stickiness, Technical, and finally Reminders, Announcements and Events. Make sure you catch them all.
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