10 Great Relationship Content Suggestions For Email

First of all, nothing says that articles about Products and
Services cant be Relationship Content. You just have to put
the standard fact loaded articles in a fresh format. Since
you already write about products and services or at least
probably have plenty of marketing materials already
available to draw from, ask yourself this question. What
can you do to make that content more reader friendly and
therefore relationship building?

Most pictures of products look less than exciting and most
pictures of services look unrealistic. Unless your readers
are so detail oriented that they love to be called bean
counters or geeks, specs are boring. Bullet points are
black, blank dots, not round smiling faces. And I dont mean
to imply that you change any bullet points in your article
to an Internet Messenger smiley face icon either. But I
dont recommend you turn a Products or Services article into
something friendly. Your friends are most often people you
share a common interest with. When you talk to them do you
shout headlines and bullet points at them, or do you get
real and personal? Do you give your opinion with real
emotion, supporting facts as well as personal opinion? Of
course you do. And because you are talking one on one, that
person feels the connection. Your articles need that same
connection.

How can you make a Products or Services article personal?
Dig up a customer or someone in your firm that has a story
to tell about the product or service. I promise you someone
does. Ask the sales people or the customer support staff
for starters. Maybe the story is about an unexpected use or
bonus. Maybe the sales or installation process had an
unusual twist. Remember even an emergency scenario that
turned out positively makes for a great article that people
will read. After all people today cant get enough reality
TV. Did anything go wrong that was fixed so that it
demonstrated your, or the manufacturers, level of service or
quality control? If you get the story from a client, find
out if they would be willing to write a paragraph about it
for you? All you have to do is ask and most clients are
more than willing.

Get your staff together or drop them an email and say, Two
items: 1. XYZ product or service and 2. Any customer. What
is the first thing that comes to mind? If anything remotely
interesting or unusual pops up, run with it. Get the whole
story. Record the conversation if possible and then use it
to interject quotes or at least to keep the story straight.
Your staff will feign reluctance, until they see their names
in print and start getting kudos from co-workers.

Now Im not saying that listing features (even as bullet
points) isnt important, Im just saying that too many details
muddy the water in a newsletter, when there is a PERFECT way
(at least with an electronic newsletter) to dispense that
information after you engender interest in the product.
With an email newsletter, you can insert a hyperlink that
will take the reader to your web site or open a PDF file
stored on your server.

You can send readers to custom landing pages that provide
all the details about the product and service and even allow
them to do things like see demos or enter a form requesting
your sales people to contact them for a live demo.

You can quickly and easily, with very little effort, create
enticing stories that draw interest in each facet of your
business and then link to a relevant page on your web site.
And of course getting prospects to visit your web site
frequently yields even greater rewards.

10 Great Relationship Content Suggestions For Email