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Wilson Cole's Podcast From The Road


Apr 25, 2019

Wilson Cole, President of Adams, Evens, & Ross (AER) is joined by Ally Cole, brand manager for ELOC Global, to look further at positioning yourself (or your company) as an expert. Wilson believes that a good tool to position yourself as an expert, even though it may be a little old school, is regularly sending out an e-newsletter that provides good value and is not too self-promoting.

That is not to say you can’t add in any information about promotions you might have going on with your products or services, but that should definitely not be the focus of (or distract from) the newsletter. Ally says that when thinking about the content to put in an e-newsletter, remember the first rule of a good marketing campaign: put yourself in your customer’s shoes and ask what they would want to read about. Next, Ally says it is important to make the content easy to understand.

Wilson says that if you have multiple clients ask the same question in a period of time, such as a month, answering that question could be great content for your newsletter. Next, nobody wants to put the effort into producing an e-newsletter for it to not make it to their clients’ mailboxes because it got caught in the spam filter.

Before sending out the e-newsletter to the whole email list, test to make sure it goes to where you want it to go, and if it doesn’t, reduce some of the things that would trigger a spam filter to activate, such as too many phrases of “buy here.” Ally says a quick Google search will bring up many pages that give tips on do’s and don’ts with e-newsletters, which will help you avoid the spam filter.

Wilson also says that prompting your clients, in a polite way, to whitelist your domain will also help prevent your e-newsletters from ending up in the spam folder. If you want to follow up with Ally about e-newsletters, something her team can provide clients for a monthly fee, you can email her at ally@elocglobal.com.

2 Key Quotes

· Wilson believes that a good tool to position yourself as an expert, even though it may be a little old school, is regularly sending out an e-newsletter that provides good value and is not too self-promoting.

· Next, nobody wants to put the effort into producing an e-newsletter for it to not make it to their clients’ mailboxes because it got caught in the spam filter. Before sending out the e-newsletter to the whole email list, test to make sure it goes to where you want it to go, and if it doesn’t, reduce some of the things that would trigger a spam filter to activate.