An excellent way to engage the recipients of your email newsletter is to become a local expert on a topic which your readers find interesting.

There may be no shortage of people in the world who know about your industry--but there may be a shortage of such people in Kansas City. At the very least, there may be a shortage of such people who are willing to take the time to write down their expertise and share it with others for free.

In his new book, The Constant Contact Guide to Email Marketing, Eric Groves, Vice President of Global Market Development at Constant Contact, explains the essence of being an "expert":

"Even if you don't think of yourself as a leading authority, you certainly know more about your business than your customers do. Use your newsletter as a platform to solidify your expert status buy providing credible advice and information."

One way to accomplish this, suggests Groves, is to explain how your products and services can solve problems for your readers. While this is a lot like a commercial, the key is to focus on the prospect or customer, not on your business. Your readers want you to be an expert on what is bothering them, not just on your own company...

While you may be offering advice in an area that is well-covered online, the fact that you are providing a Kansas City angle on the problem will carry a lot of weight with your audience. Then next time they encounter that specific issue in the real world, they will be likely to think of you, and your business. Being the local expert is good for you and your customers.

What are some other ways to become a local expert on particular business topics? Please share your comments below...




About the Author: Brian S. Pauls graduated with a B.A. in Communication Arts from Bethel College in North Newton, Kansas. His 17 years of experience in the computer field have shown him an unmet need--the application of technology on a truly individual level. In an industry filled with "hardware" people rather than "people people," Brian's background in communication has been a tremendous asset. He founded PerAspera Consulting, LLC to bring individualized technology solutions to clients who are tired of the "one size fits all" approach.

 As a a Kansas City-area Constant Contact Business Partner, PerAspera Consulting, LLC works with business owners who are uncertain how to execute a successful email marketing campaign that will grow revenues for their company.

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