Sales Training Manual (Page 2)

Part 3 Why is newsletter advertising better than other types of advertising? It is very important that you know and understand this because you will need to explain this when the Subscriber (Real estate agent) says"I already do a lot of advertising", or otherwise asks you questions. You will need to know that what we are offering that is different from most advertising. Just so you understand.When I say "Subscriber" I am talking about the Real Estate agent,Mortgage Agent,etc.whom you are selling to -our customer.Even though we may not have sold them yet,we are still going to call them "Subscribers".And when l say "Prospect"I am talking about the people our Subscribers sends or will send their newsletters to -his clients or prospective clients.The things l am saying below is referring to our Subscriber's Prospects. Think about most advertising.What different kinds are there?You probably thought: TV Advertising Magazine Advertising Newspaper Advertising Social media marketing (Facebook,Instagram,Linkedln Radio Broadcasting Video advertising Outdoor advertising signs Online advertising Search engine advertising What do these forms of advertising have in common that Personal Marketing Newsletters do not have? They are all forms of PASSIVE advertising.They all require the prospects to go to them. They do not go to the prospects directly and personally. The prospects must DO SOMETHING to see the ads. And these ads are not new each month like our newsletters are. How are our newseltters different? In all cases above the prospect has to do something to see the advertising. With our newsletters, the prospect have to also do "something". But what the prospect does is something we all do everyday - open our email. When they open their email, our subscriber's newsletter is there for them to open and see it. Most people will not read long emails. They want to get to the point quickly. They will not read long articles in the newsletters. This is why we keep the newsletters short and brief. Today if you send a long email and it requires a lot of reading, there is a strong possibility that they will delete it. People don’t’ like to read as much today as in the past. Even if the prospects don't read the articles, the newsletter has done what is was supposed to do. Put our subscriber's Logo, Face, and Company Information in front of the propect again. And it keeps on happening everytime the Subscriber sends a new email. This keeps the prospects continually aware of the Subscriber and the services she/he offers. THIS IS THE GOAL OF OUR NEWSLETTERS! This is why we only put a short sentence or two under the article heads. We try to make the sentence and photo intresting so the prospect will click on it and go to the subscribers landing page. We try to use intresting pictures to catch their attention. Like this one for instance. This kind of photo and article will draw anyone's attention and may want to make them go to the landing page. And when they go to the Landing Page they once again see our subscriber's Logo, Face, and Company Information for a scond time. I am not sure I have explained this about our product as well as I wanted to, but, ask me any questions you have about the newsletters we are selling.
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