I’ve written a marketing movie script. Here’s a scene:
“The CEO wants us to do a newsletter,” the client told the marketing consultant. “Can you do it?”
“Sure,” the consultant said. “What’s the goal of doing a newsletter?”
*crickets chirping*
Client: “Um, I’d get the CEO off my back for starters…”
Consultant: “Have you thought about what you want to include in this newsletter?”
Client: “I thought we’d just share industry articles.”
Consultant: “Why can’t your customers just go to their usual news sources for industry news? You want to grow your thought leadership, and sharing industry articles won’t do that for you. Why don’t you start blogging again so you’ll have original, thought-provoking content to share with your customers?”
Client: “The CEO doesn’t want to write it and I sure don’t have the time.”
Consultant: “Let’s say I solved the writing issue for you so we’ll have original content to share with both your readers?”
Client: “Hell yes!”
Consultant: “Great. Now what if use this original content as blog posts as well? Now your blog will have fresh content instead of two-year old blog entries and we’ve can use them for newsletter articles, too!”
Client: “Superb!”
Consultant: “There’s more. We post the first paragraph of your blog posts in your newsletters and link back to your blog for the entire post. Now we’re not only showcasing your thought leadership — we’re driving website traffic to your site — not to those industry article websites.”
“And at the end of your blog posts, we can offer free downloads like POV papers, tips, industry reports, etc. By capturing basic contact info we’ll know which of your customers and prospects are interested in specific topics. Now you’re supporting your goal to increase leads. Think your sales team would like that?”
Client: “You betcha!”
Consultant: “Don’t forget use the newsletter to drive folks to your social networks, and vice versa. Now you’re increasing awareness and generating buzz.”
Client: “WOW. I would be speechless if I didn’t feel the need to respond for the sake of this blog post.”
Consultant: “Rather than creating a newsletter because ‘other companies do it’, you’re supporting your marketing goals.”
Client: “I’m doubling your pay, you wise Consultant!”
Hey, it’s my movie!
