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Answer from our Guest Expert Jim Chesky of Marketing Communications - page 2

Are you giving your customers a compelling reason to return?

A well-done newsletter could be the perfect ingredient for you. It could help your customers expand their awareness of your offerings, heighten their interest, and help past customers rediscover you.

The mail-order industry is full of successful companies who have built their business on what they say about their products in their catalogs. Their wool sweaters may be no different than what's offered at a large department store, but the story they tell makes it sound better -- different.

The products you offer come with a story built in. They're from a foreign county (foreign to anybody not living in Poland). So, tell wonderful folk tales of herbal uses, cozy cottage stories of home-made sweets, and share cosmetic secrets of wholesome-faced farm girls -- all in your newsletter.

You can serve this up inexpensively as an email newsletter. Write as if you were writing a newsy letter to a close friend. Each story should end with an invitation to come to the site and learn more, and hot links to the specific product locations on your website. Keep it simple for now. (Soon, with more and more people capable of viewing HTML in their email, you'll be able to include photos, art, and all kinds of things to show off your Polish wares!)

Offer lots of sign-up opportunities for your newsletter on your website. You'll turn more visitors into customers, more customers into better customers, and prevent more customers from becoming past customers, all with your cheery, exotic, yet homey newsletter! Good luck.

Jim Chesky

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