I absolutely love, love, love what I do. One of the things – in fact the ONLY thing – I have in common with Michael Jordan is that the thing I love transports me and when I’m doing it all of my life problems seem to fade away. I am – in fact – the perfect person when I’m presenting seminars in front of a large group of people. For me large is 100 plus!

You should see me. I’m funny, witty, engaging. I even smile every now and then. And I’m cool in front of the audience. In fact I once poured an elderly woman a glass of water as I was sharing information on how to build a permission-based email list. Cool, I tell you. Cool!

I say all that to say this: Do what you love and you’re all of the sudden the perfect person. You’re bright, funny, imaginative, engaging. When are you at your best? That’s the thing you should be doing.  Love ya! – L

During live presentations in front of an audience it’s about you, not the powerpoint. Reference the main point of the slide and then keep the presentation moving to the next key point.

Move around. Command the room. Don’t stay still. Make them move their heads to keep their eyes on you.

Here’s why: This is a subtle way to get the audience involved in what you’re saying. If the audience isn’t involved they’re not paying attention. Lose that and no matter what you say it won’t change how they do business.

The human spirit can endure a sick body, but who can bear a crushed spirit? – Proverbs 18:14

I’m recovering from abdominal surgery right now and I’m out of commission for a month. Wow. What a wakeup call. This proverb just gives me motivation to remain positive in the face of this challenge. For me, the challenge is sitting still and not zipping up and down I-95 in my little black Volvo to my next speaking engagement, networking event or hangout spot to meet up with friends.

During these trying times the thing that sustains me is my hope in God and the example of Jesus Christ. My spirits are boosted every day when I review the things Jesus did and how much He loves me. So even though I’m not working a lot – the way I like to, even though I’m not traveling as much as before I’m still content. I’m able to joke, laugh, converse. My spirit isn’t crushed. In fact it’s renewed.

How’s your spirit today?

Let your subheadlines, bulleted lists, numbered lists and bolded sentences tell a story. Provide value within these areas of your article first and foremost. Why? Your readers are scanning before they actually get into the text of your email newsletter content. So make sure you’re leading the reader to a conclusion or giving them interesting insights in the subheadlines as well as the actual text of your articles.

What do I write? That’s the question I get most from small business owners during the seminars I present on email marketing. Short answer: Write what you’re passionate about in your business. The long answer:

• tell a story
• include “characters” from your business (even if they’re made up), and
• provide information your audience can use immediately to get a desired benefit.

Yes, it’s easier said than done but let me break it down for you to make it easier to digest.

1. Tell a story – Since we were kids we’ve loved the classic beginning, middle and end of a story. It’s hard-programmed into our DNA. When you use this in your email newsletter content you’re bound to have a positive result. These stories follow a pretty simple formula:

• problem (a common issue your audience is facing)
• solution (a low-cost, low-hassle, easily accessbile way one of your clients or associates overcame the problem – note: be sure it’s not a super-obvious solution that most people in your audience would already know about)
• result (what they achieved after implementing the solution – note: numbers/something quantifiable always works here. You know the cool saying, “What gets measured gets done.” Here’s my addition to that, “What gets measured gets improved.”

2. Include “characters” from your business. You know, it’s ok to have a sense of humor in your business, to let your guard down a be a little playful. Why not write a promotional email as if it was coming from the office mascot – such as your dog or cat.

For example, “My owner would just kill me if she knew I was sending this email to you, but I just had to let you know there are only three days left in our annual year-end closeout sale. I’m hoping for a nice rhinestone collar and maybe even some of that fancy organic dog food Joe always passes up in the supermarket. So get your order in today. While I was snoozing under the desk I heard Joe mention he’s offering a two for one special on all orders placed before noon. So hurry and get yours in today. Woof!”

It sounds a bit outlandish, I know. But this stuff actually works. Why? You’ll be entertaining while you’re selling. It’s the spoonful of sugar concept.

If the animal idea doesn’t strike your fancy why not try “documenting” the adventures of your office assistant.

“Susan, our loyal admin, used her cousin’s shipping company to deliver our last batch of product. Let’s just say things didn’t go so well. The items arrived, just not in the pristine condition we’re used to around here. That’s why we’re holding a ’scratch-and-dent’ sale . . .”

3. Provide information for instant use/results. This is key. Do not pass go. Do not collect $200. You must give your audience what I like to call “candy” or something they can put in their businesses that provides the sweet results they’ve been craving. Keep in mind it doesn’t have to revolutionize their business. But if your advice puts them on the road to revolution you’re good to go.

Here’s an example: If you’re marketing to women who pluck their own eyebrows give them this tip, “To eliminate pain while using tweezers for hair removal, put anbesol or any other topical analgesic on the area before plucking. This temporarily numbs the area and lessens the pain so you can focus on making the perfect eyebrow arch!”

This is something the reader can do right then and there to produce a result.