Home | Approach | Portfolio | People | Contact | Blog hello@mintdigital.com 1. Focus your message | 2. Build trust | 3. Grow a relationship | FAQs You are unlikely to persuade a new client to buy on the spot. The next best thing is to start a relationship. There are two parts to this seduction. You need to get the potential client's email address. You need to have something enticing to communicate. As luck would have it, a newsletter covers both these bases. They are highly valued, meaning people will give you their email address. Newsletters don't have to be hilarious. They don't have to be radical. Most people who sign up will be potential customers who are not quite ready to buy. Sending simple facts regularly will keep a relationship simmering. Example 1: OK, it is easy to create a successful newsletter if you are selling concert tickets. But Ticketmaster get the simple things right: their newsletter is customised for the local market, easy to scan, light on images and easy to unsubscribe. Example 2: Women swoon when reading a newsletter from Johnnie Boden. The web, with its potential for flirty emails, is more intimate than print or TV ever will be. No one wants to be blasted with corporate happy-talk. Humans want to relate to other humans. The net is brilliant for this. Find your personal voice. This all sounds plausible. What happens when you put your theories into practice? p.s. All this is wasted effort if you are not doing the basics right. Get our FREE guide: 6 unforgivable, shoot-the-designer web crimes. Sign up Top of page