Have you ever walked past a restaurant wanting to check out the menu but been scared off by a waiter or waitress touting you to get in?
Sometimes it’s hard to put a finger on it. You know you like the product at first sight, and yet an overly aggressive sales pitch makes you want to run a mile.
Frequently a sales cycle is actually almost complete by the time a customer grants you the opportunity to discuss the product they have interest in.
Think about the restaurant scenario.
If I start looking at menus, I must be hungry. I am qualified.
If I check out your menu, then your restaurant has in some way managed to emit the right values such as good lighting, looks about the right price and the background smell of cooking from the kitchen is great. I am showing interest in your product.
However if you set a person to stand at the front door to tout then I would most likely cross the street. I would never get close enough to smell the cooking or read the menu ( your proposition).
Your e-newsletter is that shop front. You are sending information to people that have expressed interest in having a relationship with you. You present yourself appropriately, clean, clear and direct.
The lesson is don't oversell.
By all means stand back and watch the behaviour of your e-newsletter visitor. Observe what they read and understand where they are coming from. This shoud be the cornerstone of your e-marketing strategy. Watch, learn and utilise the knowledge.
Provide the right content and leave the door open as a clear call to action.
Don't shout! Don't sell. Just be there with the right proposition and your customers will thank you with a purchase.
A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.
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TV viewers are switching off in droves, spending more time online and buying personal digital recorders with ad-skipping technology. The smart marketers are looking for new ways to grab their attention, with mobile marketing, viral email campaigns and experiential marketing. 
There’s only so much time in the day and dollars in the budget! When trying to decided how to apportion both, one of the topics I frequently get asked about is personalisation: “is it worth the effort?” In my opinion the answer is YES for two key reasons.
