So many businesses are responding to the current economic situation in what I perceive as misguided efforts. But then, what the heck do I know?
I'm a customer. A client. A patient. A purchaser of goods and services. I know how I like being treated by businesses. I also know when I'm not being treated well by businesses.
Some of these messed up businesses are American airlines. Sure, we know that fuel prices are soaring. Sure, we know that times are tough. However, as many writers have said, the airline companies are trying to make do by being "cheap". They are having price wars--by trying to out-cheap each other with their fares. But then they try to sneak in other charges to make "make up the difference". And then, they also get cheap by charging extra for inflight meals, inflight peanuts, inflight movies and some are even charging for blankets and pillows.
Am I the only one who sees this? Maybe the airlines should be competing on having the best service! Maybe they should price their flight fares to take into account the higher fuel prices. Passengers would understand. Hey, we know that fuel costs have gone up. We've seen our food prices go up. We've seen our other living costs to go up. So, it wouldn't be a surprise if other prices (such as airline flight tickets) went up.
What we don't like is when airlines think they can sneak things past us with their "nickel and diming"--charging for each bag, charging for inflight meals, and so on... to make up for what they really should have done... which would be raise the airfare prices to keep up with the price of fuel and the wages of their employees.
But then, we already know this. And, this is just one more "cry in the wilderness". Thanks for listening.
Monday, October 06, 2008
Monday, September 22, 2008
Yup. I'm posting again. (Hey, been busy, ya know!)
Got addicted to Squidoo... it keeps me up all night just thinking of new things to work on. New things to explore. And new things to share with those interested in checking them out.
So, I've added my lens on the Komodo Dragons and their cousins.
Then, I've got my interests such as that of submarines.
And Japanese movies!
And, of course, I'm using the Squidoo lenses to drive traffic to my editing and writing services!
So, I've added my lens on the Komodo Dragons and their cousins.
Then, I've got my interests such as that of submarines.
And Japanese movies!
And, of course, I'm using the Squidoo lenses to drive traffic to my editing and writing services!
Sunday, December 30, 2007
Back again!
Well... I'm posting again... after a long time away... I've been posting a bit on MySpace (just started that up this year) and have created a whole bunch of Squidoo lenses here:
http://www.squidoo.com/lensmasters/editordave
Some of my most recent lenses include:
http://www.squidoo.com/colorado_experience
http://www.squidoo.com/papayas
http://www.squidoo.com/mango_mania
I started this blog up again (and got a Gmail account to do it) because I was asked to post an announcement about a blogging tutorial... so here it is:
Regards,
Dave (aka "EditorDave")
http://www.squidoo.com/lensmasters/editordave
Some of my most recent lenses include:
http://www.squidoo.com/colorado_experience
http://www.squidoo.com/papayas
http://www.squidoo.com/mango_mania
I started this blog up again (and got a Gmail account to do it) because I was asked to post an announcement about a blogging tutorial... so here it is:
I'm evaluating a multi-media course on blogging from the folks at Simpleology. For a while, they're letting you snag it for free if you post about it on your blog.
It covers:
- The best blogging techniques.
- How to get traffic to your blog.
- How to turn your blog into money.
I'll let you know what I think once I've had a chance to check it out. Meanwhile, go grab yours while it's still free.
This will be it for today's post... I'll be visiting this blog again more frequently now that I've figured out a little more about how these things work.
Regards,
Dave (aka "EditorDave")
Saturday, June 19, 2004
Bulletin boards!
It's a place where communication can take place--in a most organic and low-tech way.
These low-tech, high-touch communication devices still work marvelously well. They don't need batteries or other forms of electricity, and they can be easily modified.
I've seen two ways of businesses using them to their advantage.
The usual way is to have a smallish 3-foot by 5-foot corkboard near the door or checkout counter. Here patrons can post their business cards and local groups can post their announcements for events and such. Special store events can also be posted here. Because the board is so small, a bit of management may be needed--such as putting dates on the items posted and removing them after one month. Nevertheless, by putting a board up like this at your business establishment, you can generate interesting traffic as well as provide a "community service" for your regular customers.
The other way is a bit more unique--you won't see it very often, but it is usually impressive if it has been going for a while. This is the wall of cards--one of our favorite restaurants in Albuquerque was Papa Felipe's at the Coronado Mall. As you entered the restaurant from the main entrance, you had to walk by a wall covered from floor-to-ceiling and for a full 25 or so feet length in business cards. Because sometimes we had to wait for a seat, it was amusing to look at the business cards and see where some of them were from. There were cards from Asia and Europe and other states, in addition to the local folks posted there. There's a restaurant in Tracy, California on Central Avenue across from Big-O tires--they, too, have a wall of business cards--not quite as extensive as the one in Albuquerque, but also an interesting mix of cards.
Either of these two ways of displaying business cards is using the power of the miniture billboards to attract attention and drive business.
These low-tech, high-touch communication devices still work marvelously well. They don't need batteries or other forms of electricity, and they can be easily modified.
I've seen two ways of businesses using them to their advantage.
The usual way is to have a smallish 3-foot by 5-foot corkboard near the door or checkout counter. Here patrons can post their business cards and local groups can post their announcements for events and such. Special store events can also be posted here. Because the board is so small, a bit of management may be needed--such as putting dates on the items posted and removing them after one month. Nevertheless, by putting a board up like this at your business establishment, you can generate interesting traffic as well as provide a "community service" for your regular customers.
The other way is a bit more unique--you won't see it very often, but it is usually impressive if it has been going for a while. This is the wall of cards--one of our favorite restaurants in Albuquerque was Papa Felipe's at the Coronado Mall. As you entered the restaurant from the main entrance, you had to walk by a wall covered from floor-to-ceiling and for a full 25 or so feet length in business cards. Because sometimes we had to wait for a seat, it was amusing to look at the business cards and see where some of them were from. There were cards from Asia and Europe and other states, in addition to the local folks posted there. There's a restaurant in Tracy, California on Central Avenue across from Big-O tires--they, too, have a wall of business cards--not quite as extensive as the one in Albuquerque, but also an interesting mix of cards.
Either of these two ways of displaying business cards is using the power of the miniture billboards to attract attention and drive business.
Saturday, June 05, 2004
Restaurant Follies
If you have a business, don't use come-ons unless you can deliver on them. Otherwise, the consequences of not coming through on those come-ons could be painful for you.
For my birthday recently, my wife and I decided to visit a restaurant we hadn't visited for about four years.
Four years ago, we had gone to the restaurant with our whole family when we first moved to our community. It was the only ethnic-style restaurant of its type then. (Now there are at least 4 other restaurants with similar style food, so we definitely have more choice than just driving to a neighboring town to get similar food.) Anyway, when we first tried this restaurant, the food was bland and not well-cooked or prepared, the service was shabby, and the building was showing signs of neglect, even though from the outside the building seemed to be fine. Then, to top it off, the food was overly and surprisingly expensive. Way more than what one would expect for this type of food (perhaps you could expect to pay this at a classier restaurant in San Francisco or San Jose or Palo Alto... but in the California Central Valley?). The experience was so bad that we had not gone back to that restaurant in four years--we've since chosen Chinese, Vietnamese, Thai, Mexican, or Italian restaurants in town... or, if we were *really* having a hankering for this type of food, we'd drive over the hills to the West to visit a restaurant in the neighboring town.
So... here it was, my birthday, and my wife knew that I liked this kind of food. We were aware from the sign painted on the huge picture window at the front of the restaurant that the meal would be *free* for the birthday person. We figured that we could then afford to manage what we already knew would be pricey. We *had* unfortunately, seemingly forgotten about the rest of the problems the place had. (And, now, there were similar restuarants in town from which to make a choice.)
We got there at 7:30pm. (It takes about an hour for me to drive home from my office two towns to the west.) Although the place was not very crowded, we were told that there would be a waiting period of about 15 minutes (the food is cooked at the tables--and two tables were already full and occupying two cooks). So, we sat in a booth on the bar-side of the restaurant. After about 30 minutes, we were getting fidgety and contemplating leaving to go to a more effective attempt at a restaurant. A waitress overheard our conversation and decided to seat us and another couple at one of the tables. Turns out that the other couple was also there to celebrate a birthday. We visited a bit. And eventually, the waitress brought out a plate of appetizers and apologized for the delay--it would be a "few more minutes". It was almost 9pm before our cook started the process--by that time we were fighting off the hunger pangs. Although the cook was a pleasant fellow, and seemingly had the training, again the food was not well-cooked or prepared. An attempt at a fancy atmosphere, yes, but the food didn't match the atmospheric attempt. And the building was even more shabby than it had been when we visited it four years earlier.
But the kicker came when we went to pay--we had made mention numerous times that we were there for a birthday meal... and the waitresses and cook even gathered around and sang the "Happy Birthday" song. But when we questioned why the bill was so high, the waitress said, "Oh, that free meal for the birthday person only applies if there are four people in the party." The other couple was similarly disappointed.
Needless to say, no-one in my family will ever go back to this restaurant again. Our memory has been restored on why we wouldn't want to go there. We have plenty of better choices in town. This restaurant had their chance--two, in fact--and they blew it. Now, I might not go around warning folks not to go to this particular restaurant, but I *would* recommend any of the *other* similar restaurants in town to folks wanting this kind of food. Do you think the restaurant will get the message?
For my birthday recently, my wife and I decided to visit a restaurant we hadn't visited for about four years.
Four years ago, we had gone to the restaurant with our whole family when we first moved to our community. It was the only ethnic-style restaurant of its type then. (Now there are at least 4 other restaurants with similar style food, so we definitely have more choice than just driving to a neighboring town to get similar food.) Anyway, when we first tried this restaurant, the food was bland and not well-cooked or prepared, the service was shabby, and the building was showing signs of neglect, even though from the outside the building seemed to be fine. Then, to top it off, the food was overly and surprisingly expensive. Way more than what one would expect for this type of food (perhaps you could expect to pay this at a classier restaurant in San Francisco or San Jose or Palo Alto... but in the California Central Valley?). The experience was so bad that we had not gone back to that restaurant in four years--we've since chosen Chinese, Vietnamese, Thai, Mexican, or Italian restaurants in town... or, if we were *really* having a hankering for this type of food, we'd drive over the hills to the West to visit a restaurant in the neighboring town.
So... here it was, my birthday, and my wife knew that I liked this kind of food. We were aware from the sign painted on the huge picture window at the front of the restaurant that the meal would be *free* for the birthday person. We figured that we could then afford to manage what we already knew would be pricey. We *had* unfortunately, seemingly forgotten about the rest of the problems the place had. (And, now, there were similar restuarants in town from which to make a choice.)
We got there at 7:30pm. (It takes about an hour for me to drive home from my office two towns to the west.) Although the place was not very crowded, we were told that there would be a waiting period of about 15 minutes (the food is cooked at the tables--and two tables were already full and occupying two cooks). So, we sat in a booth on the bar-side of the restaurant. After about 30 minutes, we were getting fidgety and contemplating leaving to go to a more effective attempt at a restaurant. A waitress overheard our conversation and decided to seat us and another couple at one of the tables. Turns out that the other couple was also there to celebrate a birthday. We visited a bit. And eventually, the waitress brought out a plate of appetizers and apologized for the delay--it would be a "few more minutes". It was almost 9pm before our cook started the process--by that time we were fighting off the hunger pangs. Although the cook was a pleasant fellow, and seemingly had the training, again the food was not well-cooked or prepared. An attempt at a fancy atmosphere, yes, but the food didn't match the atmospheric attempt. And the building was even more shabby than it had been when we visited it four years earlier.
But the kicker came when we went to pay--we had made mention numerous times that we were there for a birthday meal... and the waitresses and cook even gathered around and sang the "Happy Birthday" song. But when we questioned why the bill was so high, the waitress said, "Oh, that free meal for the birthday person only applies if there are four people in the party." The other couple was similarly disappointed.
Needless to say, no-one in my family will ever go back to this restaurant again. Our memory has been restored on why we wouldn't want to go there. We have plenty of better choices in town. This restaurant had their chance--two, in fact--and they blew it. Now, I might not go around warning folks not to go to this particular restaurant, but I *would* recommend any of the *other* similar restaurants in town to folks wanting this kind of food. Do you think the restaurant will get the message?
Thursday, June 03, 2004
What are your "business" hours?
Well, there are 24 hours in a day.
Having a home-based, freelance business is one thing.
Having a store-front or office-based business is something else.
I remember one of our leaders in a network marketing company many years ago saying "You got into this business to eventually *free up* your time--in other words, making enough income with this home-based, part-time business to make your full-time, regular 8-5 job irrelevant."
He went on to say, "That's why you must establish a "call-in time" for only about an hour or two on only one night a week, and a "product-pickup" time for only about an hour or two on only one night a week. Otherwise, you are nothing more than another AM/PM Minimart."
You *don't* want to be available for *customers* or *associates* coming by and banging on your door all hours of the day.
The joy of working from home is that you can set your own hours.
The good news is: You are your own boss. The bad news is: (you guessed it) You are your own boss.
What if you *do* have an office-based or store-front-based business?
Then you still must establish your hours. Post them on your door. On your advertising collateral--your business cards, your flyers, your newspaper ads, your phone book ads, and so on. Then, STICK TO THOSE HOURS!
Aren't there times when you've driven to a small, mom & pop store, only to find that it's closed? If the hours are posted, at least you have an idea of when it might be open the next time you come by. But if the hours posted indicate that the store *should* be open, yet the store is not, THAT'S a different problem.
I've seen instances of both. One, in which the store does *not* have posted hours... and every time I go by, the place seems to be closed. Or, the store *does* have posted hours, and yet even though I'm there within those posted hours, the store is closed.
This only needs to happen a few times, and I decide to save myself the trouble and never go to the place again. If others behave the same way, that most likely isn't very good for the little store and I'm sure that's not what the owners primarily intended.
Once, when I was standing in line at the bank, I met a friendly proprietor of a store that I had visited the week before that was closed during the business's posted hours. I asked what was up. She said that things had been slow all morning, so she decided to close up early and go home to relax. Okay... but who knows how many other folks dropped by the store that afternoon, only to be disappointed by the thing being closed. I've meant to go back to the store since then, but I've been busy with other matters. The chance she had to get my business has passed. I may go back to the store in another few days or so when I can free up some time, but if the store isn't open during their posted hours, I may decide it isn't worth my time and effort to chase after products that I can get more easily at the supermarket acrorss the street from my home.
As for my freelance, homebased business? I try to get all contact with my clients through email. Period. I answer the emails each evening after dinner, or bright and early in the morning before breakfast. Phone calls don't work well. Too easily missed. Too easily dropped. Too easy for them to interrupt important meetings or other tasks--in particular, my train of thought. Email stores the information for later referral. Email is still quick--if I want to respond more quickly, I can. It beats the heck out of "snail-mail". More on that later.
Having a home-based, freelance business is one thing.
Having a store-front or office-based business is something else.
I remember one of our leaders in a network marketing company many years ago saying "You got into this business to eventually *free up* your time--in other words, making enough income with this home-based, part-time business to make your full-time, regular 8-5 job irrelevant."
He went on to say, "That's why you must establish a "call-in time" for only about an hour or two on only one night a week, and a "product-pickup" time for only about an hour or two on only one night a week. Otherwise, you are nothing more than another AM/PM Minimart."
You *don't* want to be available for *customers* or *associates* coming by and banging on your door all hours of the day.
The joy of working from home is that you can set your own hours.
The good news is: You are your own boss. The bad news is: (you guessed it) You are your own boss.
What if you *do* have an office-based or store-front-based business?
Then you still must establish your hours. Post them on your door. On your advertising collateral--your business cards, your flyers, your newspaper ads, your phone book ads, and so on. Then, STICK TO THOSE HOURS!
Aren't there times when you've driven to a small, mom & pop store, only to find that it's closed? If the hours are posted, at least you have an idea of when it might be open the next time you come by. But if the hours posted indicate that the store *should* be open, yet the store is not, THAT'S a different problem.
I've seen instances of both. One, in which the store does *not* have posted hours... and every time I go by, the place seems to be closed. Or, the store *does* have posted hours, and yet even though I'm there within those posted hours, the store is closed.
This only needs to happen a few times, and I decide to save myself the trouble and never go to the place again. If others behave the same way, that most likely isn't very good for the little store and I'm sure that's not what the owners primarily intended.
Once, when I was standing in line at the bank, I met a friendly proprietor of a store that I had visited the week before that was closed during the business's posted hours. I asked what was up. She said that things had been slow all morning, so she decided to close up early and go home to relax. Okay... but who knows how many other folks dropped by the store that afternoon, only to be disappointed by the thing being closed. I've meant to go back to the store since then, but I've been busy with other matters. The chance she had to get my business has passed. I may go back to the store in another few days or so when I can free up some time, but if the store isn't open during their posted hours, I may decide it isn't worth my time and effort to chase after products that I can get more easily at the supermarket acrorss the street from my home.
As for my freelance, homebased business? I try to get all contact with my clients through email. Period. I answer the emails each evening after dinner, or bright and early in the morning before breakfast. Phone calls don't work well. Too easily missed. Too easily dropped. Too easy for them to interrupt important meetings or other tasks--in particular, my train of thought. Email stores the information for later referral. Email is still quick--if I want to respond more quickly, I can. It beats the heck out of "snail-mail". More on that later.
Saturday, May 29, 2004
Use Newsletters to Get Your Word Out!
Some of the better real estate agents have the right idea. Some dentists and doctors also have more than just good bedside manners. A few CPAs I know do more than just work on figures. And I've seen some gardening and nursery supply stores growing their business in more ways than one.
What are they doing?
They send out newsletters to their prospects, clients, and former clients.
The newsletters are not just sell, sell, sell pieces either (although some businesses are sort of clueless and try this type of hype distribution, not realizing that they are only adding to landfill and recycling bins).
Good newsletters contain useful information--stuff you can cut out and stick on the refrigerator door. Stuff that will save you money, make you laugh, provide helpful suggestions, or give you some interesting tidbits of newsworthy items.
For instance, we have about four real estate agents who send us a newsletter regularly. Not month, not quarterly, but perhaps every month and a half. The newsletters range from glossy, four-color productions with photos and obvious chest-beating "self-advertising" to what looks like home-spun, typed and photocopied "holiday letters". But even the glossy, four-color production has good information in it and an interesting presentation. And the "home-spun" newsletter has recipes, house-cleaning tips, and neighborhood news.
My kids' orthodontist sends out a bimonthly newsletter to his patients' families. His newsletter is only one two-sided sheet of paper, printed in only two-colors. His newsletter includes commentary about the local high-school sports teams, news items about what his patients are doing in athletics, scholarship, community service, and other forms of achievement. He also has tips for orthodontic equipment care, oral health, and so on.
The newsletters I've received from two CPAs have information on recent changes in the tax laws (seems like this changes frequently enough that it gives them stuff to put in their newsletters), and tax-saving tips.
A local gardening store and nursery has a regular monthly newsletter that is a four-fold, newsprint, black-and-white publication. The newsletter has coupons for particular items at the nursery, tips for planting and maintaining various kinds of plants, soil preparation tips, pruning tips, and interesting facts about gardening, lawns, and trees.
The key point is: when we think of a dentist, or a real-estate agent, or a place to get gardening supplies--who might you assume we think of first? Those who keep in touch with us a lot. Those who help us to connect with the community. Those who help us laugh. Those who share interesting items with us.
When I was at the car lot, I managed to get out two newsletters before leaving the field for greener pastures. Newsletters--something that seems rare for car dealerships. I wrote the newsletters myself, laid them out myself (having a background in technical writing and editing helps with this chore), and ran the final copies off, double-sided in color, at a local print-shop. Of course, I let the owner of the print-shop keep a copy of each newsletter to post on his bulletin board (not only to provide an example of what can be done --for the benefit of his customers who want to do something similar... but also to gain a "little more exposure and advertising" *grin*). I mailed the newsletters out to folks who had visited me on the lot, folks who had bought cars from me, and folks I met in the service department. What did I have in the newsletter? How about tips for getting better gas milage? Ideas for keeping the kids entertained on long trips. One couple who I met on the lot were there only to get an "Owner's Manual" for a very old and rare limited-production model of a certain kind of car. I tried to help them locate the manual by doing an Internet search. Didn't find a manual, but I *did* find some pictures of the vehicle and some sites that had more information. This information on this car became an interesting "tidbit" article that I included in the newsletter. I also had a comparison table that listed the towing weights and capacities for various models of our trucks, vans, and cars--with tips on safe towing.
Almost any business could use the extra marketing power of a newsletter. Most business owners know their business inside and out... and perhaps assume that their customers are just as knowledgeable about their particular business. But sometimes, customers appreciate your newsletters telling them what *you* think is obvious, but what the customer finds as a fascinating, previously unknown information tidbit. The newsletters establish you as an authority--as the expert in your field.
Customers also like reading about themselves--or folks who have similar reasons to patronize your business. Newsletters are an excellent way to communicate with your valued customers... newsletters are cheap compared to other advertising methods, and, if prepared correctly, they will float around the household longer than just traditional flyers and other mailings. Sure, some will wind up as bird-cage liners or as something to wrap the leftovers in the fridge before getting tossed. But if you put enough good stuff in your newsletter, it may get displayed on someone's refrigerator or file cabinet for a nice long haul--which, in advertising, is the goal... keeping yourself in your clients' and potential clients' minds.
What are they doing?
They send out newsletters to their prospects, clients, and former clients.
The newsletters are not just sell, sell, sell pieces either (although some businesses are sort of clueless and try this type of hype distribution, not realizing that they are only adding to landfill and recycling bins).
Good newsletters contain useful information--stuff you can cut out and stick on the refrigerator door. Stuff that will save you money, make you laugh, provide helpful suggestions, or give you some interesting tidbits of newsworthy items.
For instance, we have about four real estate agents who send us a newsletter regularly. Not month, not quarterly, but perhaps every month and a half. The newsletters range from glossy, four-color productions with photos and obvious chest-beating "self-advertising" to what looks like home-spun, typed and photocopied "holiday letters". But even the glossy, four-color production has good information in it and an interesting presentation. And the "home-spun" newsletter has recipes, house-cleaning tips, and neighborhood news.
My kids' orthodontist sends out a bimonthly newsletter to his patients' families. His newsletter is only one two-sided sheet of paper, printed in only two-colors. His newsletter includes commentary about the local high-school sports teams, news items about what his patients are doing in athletics, scholarship, community service, and other forms of achievement. He also has tips for orthodontic equipment care, oral health, and so on.
The newsletters I've received from two CPAs have information on recent changes in the tax laws (seems like this changes frequently enough that it gives them stuff to put in their newsletters), and tax-saving tips.
A local gardening store and nursery has a regular monthly newsletter that is a four-fold, newsprint, black-and-white publication. The newsletter has coupons for particular items at the nursery, tips for planting and maintaining various kinds of plants, soil preparation tips, pruning tips, and interesting facts about gardening, lawns, and trees.
The key point is: when we think of a dentist, or a real-estate agent, or a place to get gardening supplies--who might you assume we think of first? Those who keep in touch with us a lot. Those who help us to connect with the community. Those who help us laugh. Those who share interesting items with us.
When I was at the car lot, I managed to get out two newsletters before leaving the field for greener pastures. Newsletters--something that seems rare for car dealerships. I wrote the newsletters myself, laid them out myself (having a background in technical writing and editing helps with this chore), and ran the final copies off, double-sided in color, at a local print-shop. Of course, I let the owner of the print-shop keep a copy of each newsletter to post on his bulletin board (not only to provide an example of what can be done --for the benefit of his customers who want to do something similar... but also to gain a "little more exposure and advertising" *grin*). I mailed the newsletters out to folks who had visited me on the lot, folks who had bought cars from me, and folks I met in the service department. What did I have in the newsletter? How about tips for getting better gas milage? Ideas for keeping the kids entertained on long trips. One couple who I met on the lot were there only to get an "Owner's Manual" for a very old and rare limited-production model of a certain kind of car. I tried to help them locate the manual by doing an Internet search. Didn't find a manual, but I *did* find some pictures of the vehicle and some sites that had more information. This information on this car became an interesting "tidbit" article that I included in the newsletter. I also had a comparison table that listed the towing weights and capacities for various models of our trucks, vans, and cars--with tips on safe towing.
Almost any business could use the extra marketing power of a newsletter. Most business owners know their business inside and out... and perhaps assume that their customers are just as knowledgeable about their particular business. But sometimes, customers appreciate your newsletters telling them what *you* think is obvious, but what the customer finds as a fascinating, previously unknown information tidbit. The newsletters establish you as an authority--as the expert in your field.
Customers also like reading about themselves--or folks who have similar reasons to patronize your business. Newsletters are an excellent way to communicate with your valued customers... newsletters are cheap compared to other advertising methods, and, if prepared correctly, they will float around the household longer than just traditional flyers and other mailings. Sure, some will wind up as bird-cage liners or as something to wrap the leftovers in the fridge before getting tossed. But if you put enough good stuff in your newsletter, it may get displayed on someone's refrigerator or file cabinet for a nice long haul--which, in advertising, is the goal... keeping yourself in your clients' and potential clients' minds.
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