Oct 21, 2014
About Today's Guest
19 years ago Shaun Buck was not known as The
Newsletter Pro. He was a 16 year old high school kid that was about
to become a father. If his life had spiraled out of control into a
series of real life Country Western songs, nobody would blame him.
But that's not what happened.
Hear how Shaun stuck with things, became a successful
entrepreneur and is now the father of five boys and is winning
marketing awards and helping other professional salespeople,
sales managers, business owners and entrepreneurs grow their
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- When Shaun Buck was 16 he was told “his life was
over” when his girlfriend got pregnant.
- He's now 35 years old, married with 5 boys, has 30 employees
and has been self-employed full time since he was 21.
- He bought a franchise via newsletter and was required to send a
newsletter out every month back in 2002.
- He sent “the world’s most boring newsletter for two years” then
figured it out and has been pretty consistent since then.
- In 2011 he started doing newsletters for others.
- Owns his equipment. No financing.
- Sends over 200,00 newsletters out per month now.
- He has journalists on staff who interview the clients and
writes the content.
- "People are a lot more interesting than they realize."
[Tweet ""You're a lot more interesting than you realize"
- Facebook is all about someone else’s life.
- You can find interesting posts on anyone’s page.
- Just pull out a few interesting posts and make the
- Content mix: imagine four sheets of paper.
- The front page is the personal article. Shaun tells a personal
story and ties it back to business. This is where you build the
relationship. You want your readers to know, like and trust you.
This is probably the most important piece of the newsletter.
- Page 2: Who is your reader? How can you improve their lives? If
you are a dentist you need to consider the wife who is the one
making the appointments. She’s 30-45 so what’s she interested in?
Maybe keeping her kids safe on Facebook or family-friendly
- Bottom of Page 2:
- Maybe it’s an entertainment section. His accountant says he
reads the “Meme’s” section called “Take a Break."
- “Dumb Criminals” section.
- If you’re in B2C you can use recipes. They work! Recipe Books
are the top-selling category in book stores.
- Advanced Tip: make sure your contact info is included in the
recipe so when they cut out the recipe they are thinking about
- Have a referral contest.
- Interview a client and let the client “sell” for you by telling
their success story.
[Tweet ""Interview a client and let the client “sell” for you by
telling their success story," says @NewsletterPro."]
- Page 4: top is your address and postage section.
- Also have an “Inside This Issue” with strong headlines. Your
readers will sort their mail over the trashcan.
- The bottom of Page 4 is important, too. You are using an
11”x17” folded twice so this becomes like Page 1 of a newspaper.
(To be REALLY advanced don’t complete the article on that page. Use
a “Continued Inside” to get them to open the newsletter.)
- To start, send a newsletter to past and current clients to stay
- Most people won’t opt-in for a newsletter because they are
accustomed to receiving boring newsletters.
- Send them to prospects. You know how long to send it to them
based on your sales cycle.
[Tweet ""Send a newsletter to past and current clients to stay
top-of-mind" says @NewsletterPro."]
- To measure ROI you can put tracking numbers on newsletters and
also track retention. If retention improves you know it’s working.
- You can also do offers to track ROI.
- His clients get different offers than everyone else.
- Prospects get the same newsletter with different offers.
- About 40% of his own clients are dentists so he does an offer
just for dental prospects. The advanced part is to NOT send an
offer out for at least three editions. You don’t want to appear
pitchy. When you do an offer, do it as an FSI - Free-Standing
- He will scrape leads from places like Groupon so when he sees
someone advertising there he sends them a cold newsletter.
- Ideally, you start with 200 names at least.
- He can also do “bulky mail” and include CDs / DVDs, etc.
- His largest client started with 1,000 to 2,000 newsletters per
- They own pet stores. It’s retail so you wouldn’t think it would
work for them but they were good at tracking their “A”
- They wanted to include more ads, which Shaun doesn’t usually
like to do.
- They included a 3-page circular and are killing it.
- They’ve been able to cancel $500,000 in newspaper ads for an
increase in just $10,000/mo in newsletter costs.
- They can use variable data like their birthdays and
anniversaries to give them special offers and messages.
- Another client has an airsoft business and includes an FSI,
which not only makes him money it covers all of his printing costs
- He usually works on a 6-month calendar with his clients.
- He won the GKIC Marketer Of The Year award in March 2014.
- You have to keep throwing spaghetti against the wall over and
over to make the right stuff stick.
- Only 35 people have ever canceled. If you stick with this for 6
months you’ll see the results.
[Tweet ""Stick with newsletters for 6 months and you'll see the
results" says @NewsletterPro"]
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