Your Customers Are Experts, Too
The Critical Edge
Technology advice for business owners, CEOs and executives
Your Customers Are Experts, Too
Posted by: Brian S. Pauls
Another great source of valuable content for your email newsletter is to share the expertise of your customers with the rest of your subscribers.
Everyone with whom you do business is an expert in something. Very likely, they are an expert on a topic that will interest your other customers. After all, your clients already have one thing in common--they all do business with you.
Eric Groves of Constant Contact, in his new book, The Constant Contact Guide to Email Marketing, discusses how you can tap into this expertise to enhance your email publications:
"Let your customers give advice. Instead of giving subscribers your tips, ask a few of your best customers what advice they would give other customers."
If you sell bicycles, for instance, consider asking your top customers for riding tips. If you run a bed and breakfast, ask repeat visitors to share how they go about picking a good destination. Then use the compiled list as the feature article in your next newsletter.
This not only gives your readers insights they might not get from you, it also provides exposure for you customers, making you a valuable resource, and not just another vendor...
Do you have suggestions on ways to showcase the expertise of others? Share your thoughts 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.
Sign up for a free 60-day trial of Constant Contact, or get a copy of The Constant Contact Guide to Email Marketing at amazon.com.
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