I just took a look at the unsubscribe rates for my newsletter.
More than 19 out of 20 people enjoy it enough to continue receiving it (the unsubscribe rate is less than 5%). A lot of folks even tell me they look forward to reading my emails. I'm flattered - but I'm also pretty embarrassed.
Why?
The message below was where most of my unsubscribes happened. I was unintentionally insulting to a few readers, but it's fixed now. It's too bad I messed up like that, because what I wrote is really useful. I guarantee it will not only improve your marketing, but it will make it insanely easy to produce new materials (brochures, letters, etc.) with little effort.
Burton
P.S. If you're interested, you can sign up here. There's an unsubscribe link in each and every email. If you don't like it, you can easily kick me out of your email box ... forever.
Chances are 19 out of 20 you'll like it so much that you'll stay subscribed. Since it's free, you have nothing to lose by checking it out.
Quote:
Some clients and newsletter readers have given me marketing
materials. They include articles, brochures they did themselves,
or brochures they bought from companies.
Most of these seem to say "Acupuncture (and herbs) can do this,
this, this, and this." They go on to give a laundry list of all
the things TCM can treat.
Some of them read like a dry report - a recital of facts but little
real substance. There's a limited explanation that shows what those
facts really mean to the reader.
This is common everywhere, not just acupuncture. How often have
you read something that was so fascinating, you were just drawn
into it? It's very, very uncommon in marketing materials.
A more interesting and reassuring message is:
"I can help you. And here's why..."
If you're good at talking about acupuncture with your patients,
here's something that will work for you. Get some kind of voice
recorder (many cheap MP3 players have them built in) and record
yourself talking to your patients. Transcribe the talks and edit
them.
You'll find that writing the way you talk is one of the most
persuasive and easy ways to write.
Give it a try.
Burton Kent
AcupunctureClinicMarketing.com
P.S. Email me if you want more information about a cheap
transcriptionist, I use them myself.
Joined: 2007-07-23