You may fail to see the obvious link between eNewlsetters and drugs, who wouldn’t? But Peter Shankman offers an entertaining comparison in his article “Need a better newsletter? Think like a drug dealer.”

The thing is drug dealers are a)entrepreneurial; b)constantly needing to come up with new ways to promote their product; and c)continually on guard so they do not stuff up and lose their customer base in one fell swoop.

Beginning to see the similarities now?

Shankman offers an insightful view into the value of newsletter, what they can bring to your business and most importantly a few key issues that can help get your clientele hooked and coming back for more.

• For a start the content needs to be addictive. People must be keen to try it in the first place and then keep coming back for more.
  
  
• Conversely, if the quality is poor, they won’t be coming back. Shankman explains that it is important not to say something just for the sake of having a presence, rather, wait until you have something worthwhile to share.
  
  
• As I am guessing is the case with successful drug dealers, they offer something that is better than their competitors. Shankman illustrates that the same goes for successful eNewsletters. Your eNewsletter needs to be more compelling than the next and in some way make your readers’ lives better.
  
  
• Finally Shankman explains the importance of understanding what your competitors are doing and offering, and ultimately making sure you are a step ahead of them.
  
  

The Upshot

No doubt now you are really seeing the similarities between drug dealers and a good newsletter. May I suggest you put your time into the latter! Read Shankman’s article for a more in-depth understanding and to make sure you are a step ahead of your competition. It also provides a good laugh.