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I have a site that sells products from Poland -- herbal remedies, herbal teas, cosmetics, and sweets. I'm ready to start a newsletter, but the problem is I have no idea in what area. I know, by reading other sites that people are interested in Polish customs and traditions. I just do not see how this topic can relate to my site?

Ewa

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Answer: from our Guest Expert Jim Chesky of Marketing Communications

Dear Ewa,

Your goal is simple: to get people to visit your website, buy, and then come back and buy again, often. Building long-term relationships with your customers is your bread and butter. And a newsletter is a great way to get people to visit your site.

First, think for a moment how prospects become customers and how customers then become better customers or "past" customers. The steps a prospect goes through to become a customer are: discovery, interest, commitment. They discover you and hopefully find what you offer interesting enough to make a commitment to buy.

Remember, to get your customers to love you even more, grab their attention so they notice your wares and become even more aware of your offerings. From there, wow them from just plain old interest to an even more focused interest on your products. Once you wet their appetites, they'll be ready to commit to coming back for more, again and again.

Remember, even if I like your website or store, it doesn't mean I'll come back as often as you'd like me to. For example, there's a health food store that I like very much, but I haven't visited it for nearly a year. Why? Well, I don't have a compelling reason to visit.

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About the Expert

Jim Chesky
Owner of Marketing Communications
Jim works as a marketing consultant studying how companies communicate to help brew up the right advice for ailing marketing strategies. He also conducts seminars, likes working with small business, and enjoys public speaking. more

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