When you meet someone and you learn they have authored a book or published an article, you view them as an authority figure, that's just the perception the general public has. How can you establish that credibility for your business? Do you need to go out and write a 200 page book on running a laundromat (if you are in fact a laundromat owner) or reach out to INC magazine and hope they do an article on you for no reason?
NO, but there is another option
I own a resale maternity clothing store, Bellies to Babies (BelliestoB.com) for those of you looking for some stylish maternity clothing for a great price (shameless plug). I am always thinking of ways to establish credibility for our customers and provide as much value as I can without an “ask” for money each time. I thought of ways to further connect with my customers but thought blogs, direct mail, and email were not the right channel (though important channels to utilize) to really WOW our customers and leave them with something that would make us stand out from the daily noise a consumer has to swim through each day. One day I was looking through templates on Canva.com, a drag and drop online design free tool, and found a magazine template and thought, how cool would that be to have a physical magazine in our stores that we could also mail to our top customers. So BAM, the journey began. I took articles from our blog and put them in magazine format, added some high performing Facebook posts, and created a quiz that customers could email in their answer for a shot at a prize, and sent the file off to the printers.
Fast forward several weeks and the response we received was priceless. Customers loved reading the magazine as they waited for their clothing offer or spouses took a read while waiting in the dressing room area. We also had customers from around the country that we had shipped to in the past ask us to send them a copy in the mail. Now we are on our 3rd issue and each time we go to print we “sell” (they are free) out and customers are interested in the articles we post and are hungry for more. Do you think this response would have come from a newsletter or email campaign...probably not.
Here are the steps to creating your own magazine that will establish a new level of credibility with your customers.
Who is this guy?
Hi! I am Dan Canfield, a born marketer that thrives on pushing the boundaries in my industries. I am currently a business owner, consultant, and employee, so I have a diverse perspective in the business world. This site is an outlet for me to share what I have learned and give you a piece of my mind.