11
SHAWENON COMMUNICATIONS   
Effective Messaging
No. 66
September, 2011 
Greetings!

As you read this, I'm vacationing on Nantucket Island. I'm celebrating my 20th wedding anniversary, and my husband and I have been visiting this island at this time for 18 consecutive years.

 

The weekend past was the wedding weekend--somewhere between 27 and 40 couples were united. No one has the official count, so everyone has their own number. Even though we didn't actually attend any, the wedding spirit was everywhere.

 

In the spirit of tradition, here's Web Words, right on time. (Don't worry, I did most of the work before I left home.) Hope you enjoy it as much as I'm enjoying vacation.

 

In honor of the season--the "back to school" season, that is--the first article is a reminder about the value of building an email list. No matter what business you're in--from hairdresser to manufacturer--it's good to be able to reach out to your following.

The second article takes a lighthearted look at an old technology with a new application--hand-held scanners for the supermarket shopper. Is this a good idea? Read the story and then let me know what you think.

The August Web Words received a lot of kudos. Here's one from Beverly Daniels, an MBA classmate at the Stern School of Business (NYU) many years ago.

"I've been getting lots of ideas from your most recent newsletter(s) and it is all great info!!  Really! This last one--ideas for creating a Facebook Business Page and the mention of a Mastermind Group--this topic came up in conversation on Tuesday of this week for the first time."

I'd love to receive your comments, too.

I'm on Facebook and Twitter. Follow me.
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In This Issue
Newsletter Gold
Applied Technology
Web Tips
Help Me Out
Newsletter Gold

Gold I'm often asked about the difference between a periodic e-zine and a blog. Both allow you to message your readers. The big distinction is that you know who receives and opens your emails and you don't know your blog audience. In today's online world, having the email addresses of your following is gold.

Besides, an e-zine gives you a mission in life. Your mission is to grow your subscriber list. Every event is an opportunity--the family wedding, the chance meeting in a coffee shop and, of course, the business networking event. Gone are the days of asking yourself, "Why am I going to this chamber breakfast?"  You are going to get business cards of new subscribers.

The Good News

Obviously, you don't want to be obnoxious about the process, but it's so easy in conversation with a new contact to explain that you publish a newsletter. Tell them the benefits to them of receiving your e-zine, and ask if you can add them to your mailing list. In my experience, almost everyone will say "yes."  Then take their business card and note on the back that they opted in. That will remind you later not to add anyone who didn't say "yes."

But there is a flaw in this scenario. What if they don't have a business card? It shocks me when people show up at business networking events without cards. "I ran out yesterday," "They're in my other bag," "They're in the car."  Oh my!

Of course, you never do this. You have a stash of business cards everywhere--in pocketbooks and briefcases, wallets and card carriers and, of course, in your car.  I have learned the hard way: Never go anywhere without a business card. I even tuck a few in my pocket when I ski.

Problem Solved
 
I deal with the "no business card" problem by carrying a few leftover cards in my card carrier. These are usually outdated cards from others, blanks that showed up with my last business card order or even card-sized pieces of paper. Oh yes, and don't forget the pen.

A cautionary note: While most people will say "yes" when you ask them to subscribe to your newsletter, they usually won't make the move on their own. Don't expect the ones who say, "I have your card; I'll sign up for your newsletter on your Web site" to be reading your next issue. It won't happen.

Beefing up your subscriber list requires you to be proactive without being pushy. There's a reward. You'll find it very satisfying to see your list grow and watch a chance meeting turn into a regular subscriber. And speaking of list growing, mine could use a boost. Please forward this email to someone who would enjoy being on my list.

  

Applied Technology
Scanner

I have a new job. I'm a grocery checkout clerk. I bag, too. Similarly, years ago I became a gas-station attendant when pay-at-the-pump technology was introduced. But I don't like that job much so I buy gas at the full-service station in town whenever I can.

I got my new job when Stop & Shop  introduced hand scanners to the customer grocery shopping experience. The jury is still out on whether I'll keep this job or not, but I am considering it. Here's why. A single bottle of seltzer in my world gets handled 10 times between the grocery shelf and my first sip. Some of this is my storage process, but a significant part occurs in the store. I figure any reduction is worth the effort.

Learning

Like any new technology application, this 21st century shopping process takes some getting used to. It would also be helpful to have three hands--one to hold the item, one to hold the hand scanner and one to hold the bag. I'm thinking a shopping assistant would be helpful, too.

At first touch, the device made a mistake. So what else is new? I did the only logical thing. I found a young store employee who immediately emoted, "Well, that's lame." But after that, the thing got it right.

There are pluses like being able to see how much you're spending as you're spending it. It removes items willingly. That's good, too. And it may have a few features that I didn't fully explore.

Point of View

My bet is that a year from now, we won't have hand-held scanner shopping any more. I'm looking at it from the store's point of view. I realize what they're doing. They are cutting the need for staff. But the whole process takes the opportunity for shoplifting to a whole new level. In fact, when I brought this topic up to the young clerk he said, "It's based on trust." Trust. This is the 21st century where corporate greed is a national sport.

He assured me that they did random audits. Now how's this for customer appreciation, "Excuse me, madam, but can I check to be sure you didn't steal anything from us?"

There's another flaw. The little device kept chiming with special offers. But these items were always in another part of the store. Fat chance I'm going to chase around looking for items out of sequence. I have a process when I shop. But install a locator and tell me about these deals when I'm in that aisle, and they might get my attention.

So what's the point? We're all bombarded with technology these days. Just remember, you get to choose your jobs. If a new technology gives you one you don't want, just say "no."

Web Tips

Tips2This is a short one, but it can be worth its weight in time saved. Have you ever done a Google search and received a page full of text. You know the thing you're looking for is in there somewhere, but where?

Try Control F (Command F for the Mac). The F is for "find," of course. All the incidents of your search term will be highlighted. Voila! 

And Finally . . .

Shawenon Communications collaborates with small businesses, solopreneurs, professionals and not-for-profits to get their messages across in the written word.


We specialize in electronic communications, including e-zines and other forms of email marketing, Web sites and social media.  We also ghostwrite articles and other business communications. As a solution provider, we resell Constant Contact's email marketing service.

 

Thanks for reading. If you liked this issue, please click on the Forward email button below to share this newsletter with others.

 



You're also welcome to reprint material in this newsletter as long as it is unaltered and credited to the author. Be sure to send us a copy, too. If being reproduced electronically, the following link must also be included:

www.shawenon.com



Sincerely,
First name
Susanna Opper
Shawenon Communications
413-528-6494


Help Me Out  
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When I get back from vacation, I'll be making a big push to grow my Constant Contact business.

Before this effort gets formal with surveys and other strategies, I'd love to chat with you about email marketing. If you are doing it, how can I help you improve your results? If you're not yet on board, how can I help you take the plunge?

Just give a call at 413-528-6494 or email me to set up a convenient time. Thanks in advance.
   

Be in touch to talk about how you can use Constant Contact to boost your business with very little effort.

 


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