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My Newsletter Returns To Weekly Edition2 Min Read

My Newsletter Returns to Weekly Edition2 min read


Well, after the experiment of sending out my eZine daily for the past month, I’ve decided to go back to the tried and true weekly edition on Tuesdays.

Why? Well, it sure seemed like a good idea and I really enjoyed writing it, but it just doesn’t seem sustainable. If you have to write something every day, quality and relevance can suffer.

And as I woke up this morning thinking about this, the famous Emerson quote sprang to mind:

“A foolish consistency is the hobgoblin of little minds.”

In other words, we’ll often continue to do something just to prove we can do it, even it has outworn its usefulness.

So, I guess I’ll stick with the foolish consistency of the weekly eZine!

I do plan a few changes, however.

First, it’s going to be shorter than it used to be. My goal is 250 to 500 words. A one to two-minute read.

Second, if inspiration strikes (which I expect it will once in a while), I’ll send out a *bonus* edition.

Speaking of changes…

This past week I got an email from a subscriber in response to my Friday eZine about my new ‘Presentation Model.’ (see it here)

“So, does this mean the baseball game/analogy is history?  Or, how does it fit into this model?”

Well, I’m creating new marketing models all the time. They are all valid, all useful, and based on what I know works from my experience at the time.

The baseball game/analogy I created twenty years ago (which I called Marketing Ball) has been very useful to explain how we move towards attracting clients step-by-step (or base-to-base).

The Presentation Model doesn’t throw this out, it just recognizes that giving a presentation to a prospective client at the right time tends to convert them into a paying client much faster than any other method I know of.

Once I create a new marketing model or methodology I then try to “break the model.”

That is, I try to find its weaknesses and figure out how to make it stronger and more robust or even toss it out for a completely different, more effective model.

A saying I love that’s an update of Emerson: “If it ain’t broke, break it!”

Cheers, Robert

P.S. Here’s an in-depth article about my most important marketing principles.




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