Email Marketing: Building a Loyal Following… and Keep Sales Flowingwith Ken Lizotte CMCwww.thoughtleading.com

“Beware when the great God lets loose a thinker on this planet!”

Ralph Waldo Emerson

Questions Entrepreneurs Ask Each Other:

How do you find new business?

How do your customers find you?

How do people hear about you?

How do you market your services?

How do you generate leads?

The Dreaded Boom-and-Bust! How did this happen? How do I get out of it? Where’s my next meal coming from?

This sends you ….

…off in the WRONG Directions!

Panic sets in, leading to disagreeable, impersonal, “outer-focused” next steps:

Cold Calls… UGH!

Advertising… EXPENSIVE!

Direct Mail… TIME, $$$, FRUSTRATION

Totally Forgotten: Your “Client Community”

Current customers Past customers Significant referral sources Colleagues Employees Partners Vendors

SOLUTION: Build a Thriving “Client Community” Via Thoughtleading

Publish Your Ideas Speak to Groups Fresh Thinking! Creatively Leverage the Internet Vigorously Use the Media

Objective: Become the “Go-To Authority” Your Target Market Turns To Every Time!

Pillar # 1: Publish Your Ideas

Pillar # 2: Speak to Groups and Followers

Pillar # 3: Fresh Thinking!

Pillar # 4: Creatively Leverage the Internet

Pillar # 5: Vigorously Use the Media

Objective: Get Your Prospects to…

CALL YOU !!!

…and then Keep Them CONNECTED !!!

1. Networking

a. Join a “Target Market Professional Group”

b. Volunteer, get active

c. Build relationships over time

d. Collect biz cards and email addresses

e. Faithfully build your e-list

2. eBlasts

a. e-letters, e-newsletters

b. Client alerts

c. Varied formats: TLPs, BBOTLs, short case studies, announce your articles

d. MINIMUM one per month

e. Use links to your site

f. Photos, graphics, fun stuff

g. Communicate your VALUE!

What About SPAM?

Only permission-based e-list Expect a few UNSUBSCRIBES Don’t overdo! Not every day! Err on side of overdoing Keep boring blatant promos to minimum Make your eBlasts intrinsically valuable

RESULT #1:Boom-Bust Cycle Goes Away!

Your clients & prospects think of you when time comes that they need you

Your clients & prospects get educated about other things you can do for them

Your clients & prospects think of you as the top and perhaps ONLY expert in your field

All your contacts immediately recommend YOU when their contacts ask them if they know someone who can help them with XYZ

RESULT #2:No more cold calls, advertising, direct mail, bewildering questions… serenity!

RESULT #3:Your Pipeline Always Full

Never out of qualified leads & prospects Your satisfied customers keep coming

back Word of mouth continuously spreads Your “old” customers return after many

years…

Here’s Ralph Waldo again:

“Thought is the blossom” (your ideas)

“Language the bud” (publishing, speaking, media, thoughtleading)

“Action the fruit” (networking, eBlasts)

…… Yields a Competitive Advantage that Separates Your Firm from the Pack!

Thanks for Attending!

Ken Lizotte CMC Chief Imaginative Officer (CIO) of

emerson consulting group inc. 978-371-0442 ken@thoughtleading.com Sign up for my popular

“thoughtnotes” eblasts at www.thoughtleading.com