Permission Marketing With Tip Sheets

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Permission Marketing With Tip Sheets

Permission Marketing with Tip Sheets

Use tip sheets to encourage clients and prospects to sign up for
your e-mail Newsletter. Permission Marketing, a marketing
concept popularized by Seth Godin, is based on obtaining your
client’s, prospect’s, and web site visitor’s permission to
communicate with them via e-mail.

Often, the hardest part of a Permission Marketing program is
developing an incentive to persuade clients, prospects, and web
site visitors to send you their e-mail address and permission
for you to send them your e-mail newsletter. That’s where tip
sheets come in! Tip sheets are short, formatted, documents that
contain non-selling information your market will find useful.
Clients and prospects appreciate tip sheets because they contain
helpful information that helps them save time and avoid
mistakes.

Advantages

Tip sheets are easy to prepare and can be distributed for free
as electronic files. You don’t need many words, and you don’t
need fancy graphics to communicate a credible, competent,
professional image. Clients and prospects like tip sheets
because they contain helpful information presented in a short,
concise, easy-to-read format which saves them time.

Steps to success

1.Create your tip sheet. Choose a topic that either helps your
market achieve a goal— save time or money, increase sales, win a
race, etc.— or avoid making a mistake, like a bad buying
decision. Ideas include: frequently made mistakes, questions to
ask when buying, trends, symptoms, installation tips, usability
techniques, shortcuts, and workarounds.

Support each point with one or two short, concisely edited,
paragraphs. Write as you speak, in a conversational tone. Format
your tip sheet using subheads set in a typeface that forms a
strong contrast with adjacent body copy. Add extra space between
lines, and above subheads, to enhance the professional image
your tip sheet projects.

2.Promote your tip sheet. Promote your tip sheet everywhere: on
your business cards, in your e-mail signature, in your ads,
article bylines, and search engine advertising. Mention your tip
sheet when speaking or attending networking events. Always
describe how to obtain your tip sheet by visiting your web site.

Use tip sheets and print-on demand postcards to convert postal
mailing addresses to e-mail addresses. Tip sheets promoted with
postcards can efficiently reactivate previous clients and reach
out to prospects who have not yet given you permission to
contact them via e-mail. Using postcards to promote tip sheets
avoids the many problems associated with unsolicited e-mail,
i.e. spam.

3.Sign-up. Make it easy for web site visitors to locate your tip
sheet. Your tip sheet and newsletter sign-up offer should be
prominently placed at the top of your home page. Describe the
benefits your newsletter offers subscribers and stress your
privacy policy.

Set up your web site so autoresponders will deliver your tip
sheet, add the recipient’s name to your newsletter mailing list,
and inform you of the new contact.

4.Track your results. Experiment with additional tip sheet
topics. Use different e-mail addresses or web site landing pages
to determine which topics and media generates the best results.

5.Expand. If desired, you can use tip sheets as the basis for
in-depth treatments of each topic. You can expand tip sheet
topics into newsletters, special reports, e-books,
presentations, speeches, teleconferences, and audio recordings.

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