Letter: Keep Prospects Coming Back, and Soon They'll Be Customers

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Matt Webster's article makes an excellent point ("Apply E-Mail Skills to Other Media," Jan. 6). He talks about the book "Permission Marketing" by Seth Godin.

Did you ever look at your e-mail and see the same messages day after day? You feel a combination of guilt and annoyance at passing them by.

You might have agreed to receive these e-mails, but they are becoming a burden. They arrive too often -- and, eventually, you just delete them.

Then there's the occasional newsletter or short business report that consistently makes one or two good points. You can count on its brevity, interesting writing style and consistent help with a business topic of interest to you. And your opinions are even solicited.

This says that these communicators really care about what you think. They are eager to make a good piece even better. So you keep on saying, "Yes," whenever they ask whether you still want to receive this material. That is an approach that gains customers.

Marcia Yaffa, Freelance writer/marketing consultant, Arlington, MA


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