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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 Page 1 - 2 Enter your search terms Submit search form       Search Idea Cafe Web Small Business Tax Center • Idea Cafe Home • Sign Up • Biz Grant Center • CyberSchmooz •Coffee Talk with Experts • People in Biz Profiles • Starting Your Biz • Biz Planning • Running Your Biz • FREE Trade Publications • Marketing • Financing Your Biz • Human Resources • Legal & Biz Forms • Managing Your Biz • eCommerce • You and Your Biz • Gen X • Work@Home • The Fridge • De-Stress • Send an Award • Send an eGreeting • Yoga @ Your Desk • Web Guide • Idea Cafe in the News • About Idea Cafe • Advertise on Idea Cafe • Contact Us • Privacy Policy • Site Map • Small Biz News Copyright 1995-2025, Idea Cafe Inc. Downloads are for personal use only, not for resale to others, and may not be reprinted in any form without written permission from Idea Cafe Inc. DISCLAIMER: We hope whatever you find on this site is helpful, but be cautioned that it may not apply to your own situation, or be totally current at any given time. Idea Cafe Inc. and all of its current and past experts, sponsors, advertisers, agents, contractors and advisors disclaim all warranties with regard to anything found anywhere on this family of websites, quoted from, or sent from Idea Cafe. and its related sites, publications and companies. We also take no responsibility for comments published by others on these pages. TRADEMARKS: The following are Registered Trademarks or Servicemarks of DevStart, Inc.: Idea Cafe®, Online Coffee Break®, The Small Business Gathering Place®, Take out Info®, Biz Bar & Grill®, Complaint-O-Meter®, A Fun Approach to Serious Business™, CyberSchmooz™, and BizCafe™.