May 23, 2024 • 28 mins
Welcome to a special edition of the Profit 911 Podcast, hosted by Justin Miller. In this episode, Justin joins Jim Palmer on the Dream Business Radio Podcast to discuss the power of newsletters and Profit 911's recent acquisition of No Hassle Newsletters.
Jim Palmer, the Dream Business Coach, kicks off the episode from West Virginia, celebrating his 605th episode. He dives into the importance of maintaining customer relationships and maximizing profits through effective marketing tools like newsletters. Jim and Justin share their experiences and insights, highlighting the value of consistent, engaging, and personal newsletters.
Justin Miller, founder of Profit911 Consulting, emphasizes the importance of making newsletters fun, interactive, and on-brand. He shares his expertise on why newsletters are a crucial component of a successful marketing strategy, especially for small business owners and entrepreneurs.
Throughout the episode, you'll learn about the benefits of using both email and paper newsletters, the significance of maintaining a consistent mailing schedule, and the impact of personal touches in your content. Justin also touches on the importance of targeting the right audience and leveraging newsletters for customer reactivation.
Whether you're new to newsletter marketing or looking to enhance your current strategy, this episode is packed with valuable tips and actionable advice. Tune in to discover how you can build stronger customer relationships and boost your business profits with newsletters.
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Transcript
Episode Transcript
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(00:01):
Marketing, entrepreneurship, and all things small business.
You're listening to the Profit 911 Podcast. Now, here's your host, Justin Miller.
Hey, Justin Miller here. Please enjoy this special edition of our podcast where
I am a special guest on Jim Palmer's Dream Business Radio Podcast where we discuss
(00:23):
everything newsletter,
as well as talk a little bit about Profit911's recent acquisition of No Hassle
Newsletters, formerly owned by Jim. Enjoy.
Hey. Hello, everybody. Welcome to another fantastic live episode of Dream Business Radio.
I'm your host, Captain Jim Palmer, the Dream Business Coach,
coming to you today from West Virginia.
(00:44):
We're just outside of New River Gorge National Park, if you happen to know where that is.
This is episode 605. My very special guest is the founder of Profit911, Justin Miller.
Justin, how are you doing today, buddy? I'm doing good and kudos of making it to 605.
I think my podcast has like 50 episodes over the course of five years, so no small feat.
(01:05):
And it's no secret, I'm ending the podcast, which I started,
I think in 2009, I'm ending it end of June.
So I guess that'll be five, maybe 611 or 612, but it's a lot of work.
I mean, it's in a way it's not, but it's just one of those building blocks of
a great marketing program.
Anyway, folks, you're going to love this show. If you're an entrepreneur,
(01:26):
small business owner, everybody knows that it's far easier to sell more profitable
sales to a previous customer than it is always trying to sell to new customers.
And so many small businesses focus so much of their marketing dollars and their
efforts on new customer acquisition, when in reality, it reminds me of Dan Kennedy
(01:46):
saying, a lot of businesses,
they get a customer to make a sale, but the smart ones make a sale to get a customer.
Let's get that wrong. But when you have a customer relationship.
That is an asset. And what I used to say...
Back in the day, Justin and I were just commiserating or reminiscing, I guess.
(02:07):
I used to do videos and I did one where it was called Entrepreneurial Malpractice,
where if you don't maximize the profit potential of each and every customer
relationship, you are committing entrepreneurial malpractice.
A little bit of fun there. Anyway, Justin, in case you don't know,
he's the founder and president of Profit 911 Consulting, where he and his team
teach entrepreneurs and small
(02:27):
business owners what works well in marketing and just as importantly,
what doesn't work because they have literally done tens of thousands of marketing experiments.
And he shares that with his clients, why he's done so well. Well,
his goal, just like mine, has been for the last 23 years, my goal for the last
23 years is to help clients grow their business and make more money and have
more free time, or in my language, have a dream business.
(02:51):
Justin has appeared on dozens of TV shows and radio stations.
He travels internationally and speaks for groups and also writes for multiple
international publications.
And today he's coming to us from East Moline, Illinois. And I would say,
most importantly for today's discussion, just like me, Justin's a newsletter man.
Remember? Hey, you're a newspaper man. But no, we're newsletter men.
(03:14):
He's a total believer in the value of a good customer newsletter.
And the cat's really out of the bag. Justin is also the owner of No Hassle Newsletter.
So anyway, Justin, again, welcome to Dream Business Radio.
It's really exciting to have you here. And we're both dinosaurs, you know?
We are dinosaurs. I'm a little bit more of a dinosaur than you are.
But anyway, hey, so, well, speaking of that, we may be slightly different in age.
(03:40):
I'm really getting ready to retire and here, drive this motor home around the
country. And I don't have to worry about Wi-Fi anymore.
But we've been on similar paths for a long time. I remember meeting you,
I'm going to say about 10 years ago at a GKIC event.
I think it was, I think it was Dinosaur Marketing was kind of your sister company
to Profit 911. Do you remember that?
By any chance? So, I mean, we're all in on Jurassic marketing as a branding
(04:03):
thing. Oh, Jurassic. Sorry about that.
At that point, you know, Profit 911 would have been the lead on everything.
So right now, you know, we're kind of in this weird transition period,
but yeah, I was all over the events in the Dan Kennedy, Planet Dan world and still am.
Still am, yeah. But we've evolved into direct mail only at this point.
(04:23):
Very good. And yeah, you're one of the leaders in the direct mail market,
which makes this kind of a marriage so special.
Let's dive in and cover some ground for entrepreneurs who might be new,
still wondering if a good old paper and ink.
And when we talk about newsletter marketing, we're not talking about email where
email is part of your plan.
But somebody asked me one time, Jim, they were hearing me speak.
(04:44):
I think it was in Houston, Justin.
He goes, how can I get a higher level of deliverability for my newsletters?
And I knew he was talking about email.
I said, I can get you 100% deliverability, except for maybe the Seinfeld guy
who throws it behind his couch.
Just do a paper and ink newsletter, invest in your customers,
and it's going to be a hell of a return on investment.
But Justin, I'm going to open it up to you. Why are newsletters such an effective marketing tool?
(05:07):
Yeah. I mean, you said it a little bit ago when you said maximizing profits
is the entrepreneur's job, right?
And that's what we call them is profit maximizing campaigns.
So first off, very few people come to us asking for a newsletter.
They hear about us, they hear we do great direct mail, and they come asking
for what? a sales letter.
Turns out it's usually a heck of a lot easier to get them more profit to start
(05:30):
at a newsletter if they haven't already done it. There's a couple of reasons.
One, it's really a sneak attack.
You come across as a news entity or friendly and not asking all the time and
just being part of their life.
It has passed along value, which I'll be honest with you,
I used to to think was crap i thought that was a
(05:53):
lie until we started tracking and recording the phone
calls from the phone number on the newsletter and
realized that no people actually handed
this to their friend and they called and scheduled an appointment which seemed
far-fetched to me as a hardcore direct response guy that that could happen but
it does also it's kind of funny since i mentioned tracking it's down the weeds
(06:16):
a little bit but also auditing some of those calls it's It's amazing how many current clients.
That should have your phone number saved in their cell phone already or their
computer, call the tracking number from the newsletter to get ahold of you.
So that's some de facto evidence that people engage with newsletters,
but I think it's just being part of their life continually.
And it's a relationship building. And it's really it.
(06:38):
Higher profits come from better relationships and it is a relationship building tool.
And one of the challenges that I've had for years is trying trying to encourage
my clients not to put like salesy stuff.
It's not like a Sunday brochure in the old Sunday paper. Boy,
I'm really dating myself, but it's a relationship building tool.
Funny thing is in my original business, even before No Hassle Newsletters,
(07:01):
I was doing a newsletter for a mortgage company and I was driving it down to
him, giving him some extras for handout.
And I said, Hey, John, just out of curiosity, what's the average repeat cycle
for For one of your customers, he goes, oh, about every seven or eight years. I said, interesting.
So why are you doing the newsletter?
Silly question for me to ask. But he goes, Jim, every time I send my newsletter
(07:24):
to everybody that I've ever done a mortgage for, I get at least one,
mostly two times a month.
I get a referral because they people don't remember my name or my phone number.
They say it was a good experience.
But when I stand in front of them or, you know, in the mailbox every single
month, they remember my name. I stay top of mind. I said, I got to use that my marketing.
Yeah. I mean, listen, the very first business, real business that I owned was
(07:46):
a wedding entertainment company.
And this was the very first use of newsletters for me as well was in that company.
And talk about probably a not a repeat business industry.
We did have some repeats, but we still sent that thing until they disappeared
on us or maybe got mad because they got divorced and reminded them of the wedding.
(08:09):
But that was just it. We just wanted referrals from their friends.
We knew that they weren't even going to consume the service ever again in all
likelihood. The math still worked.
They're cheap. They're cheap to sell. And the funny thing is,
this was somewhere in the 2000s, Stephanie and I refinanced our home and had
a really good experience.
I said, do you want me to come to your office? No, I'll come to your place.
(08:32):
I'll drop off the paper. It was just a great experience.
And at least two of my neighbors ask, Jim, who is that guy?
I think the market's bottomed out. We're going to refinance our home.
And about 60 years later, I couldn't remember.
I said, I could get in the car and drive you to his office, but I can't remember
his name. And I said, I got to get him doing a newsletter.
So it really is about staying top of mind.
(08:53):
What do you see, Justin, as some of the essential ingredients of a good,
and I like to call them a friendly customer newsletter?
Yeah. Oh, number one, it has to be fun. And this is probably the biggest sin
of people creating their own newsletters, they don't make it fun.
They want to educate, educate, educate, explain like details of what they do,
like the mortgage lender.
Yeah, I'm going to explain what the rates are right now in the process of closing your loan.
(09:18):
Probably not what you would do if you met someone at an athletic event or hanging
out with them for dinner with their spouse or something.
So that may have a spot in the newsletter, but it's not what it's about.
We need some fun stuff. So it needs to be interactive, fun. We have jokes in the templates we use.
And for our clients, you know, we'll have Sudoku or a crossword or something
(09:40):
interactive that they engage with on paper, which you can't replicate via email. Right.
Could in theory with a tablet, but it just doesn't happen.
Has to be consistent, which we'll talk about more, I know, in a minute. Has to be on brand.
So here's another thing that I had to learn over time, you know,
coming from the like super hardcore direct response.
(10:00):
Response like it needs to match the image of everything else you do
because the consistency and the
build of trust they have to be able to see it's you and you
know people coming from your no hassle newsletter since we acquired it
you know they'll see it like we rebranded over to our dinosaur theme
because it's us and you can see that it's us and then the final thing which
is actually the first thing is it has to be personal this is this is hard for
(10:24):
some people like i I suggest the lead article is a personal thing about your
life, family, sporting, hobby,
something nothing to do with business.
And it's hard for people to think about that. And I promise them it's only like
two short paragraphs. They can take five minutes.
I'll be honest. The way I come up with mine is I go back to Facebook,
(10:46):
which is my social media of choice, and look through the last month and see
what did I do and what was interesting and got engagement. And then I kind of
write about that and put a picture in.
That's honestly the most important thing in the whole dang newsletter.
The rest is, I hate to say it, it's filler content.
It has value. It has its place, but it's nowhere near as important as personal.
(11:07):
That's right, because they want to know a little bit more about you.
I mean, sometimes we do business at an arm's length. One of my clients who I
helped get a newsletter going is in the boating business of all things.
He actually took care of my boat up and down the coast.
And they started a newsletter, and so they have tips on why you want to get
your prop service. this, that, and the other thing.
But the thing that gets them the most comments is the Friday drink recipe,
(11:31):
you know, Doctales as it's called.
And, but they said, what about that?
And I said, it means they're reading it and they're seeing your name every Friday and it's awesome.
And you're sharing some tips. It's the greatest thing.
So let's talk about consistency. You brought that up. What do you think is,
how important is consistency and what does that mean? Yeah.
(11:53):
So let's start with the cycle, which is the tactical part.
To me, that is monthly, calendar month without fail. Now, I don't care when
in the month it's sent, as long as it's consistent.
But I think that's kind of the minimum to build trust and realize it's consistent.
You send like every two months, it appears random, which doesn't help with that
trust factor. connector.
(12:14):
Also, the format should be the same. It should be consistent as far as that goes.
But really, that's what builds that magic.
And a lot of it, again, direct response in me hates to say top of mind awareness,
but that's what we're doing.
And it clicked when I understood why that mattered.
And it has to do with irregular sales cycle or long lead time on a sales cycle.
(12:38):
You know, oftentimes in my world and other world, people become acquainted with us.
They meet us, but we don't actually do business together for 6, 12, 18, 24 months.
And this piece fills the gap in building that relationship during that time
so that when something changes.
They don't have to hunt for us. Like you said, they forget about you otherwise.
(13:00):
And that's no one's fault except for you as the business owner,
if you care about getting that business.
And there's no cheaper way that I know to stay in contact other than email,
but it's hard to build a relationship via email.
One of the questions I used to get all the time on consistency is what's the
best time to mail the newsletter?
I'm curious what you think, but I always told people it doesn't matter at what
(13:22):
point, but if you mail your newsletter on the 1st or the 10th or the 27th of
the month, make that your mail date.
In other words, make it part of your program.
That's your newsletter mails. And therefore, hopefully, Postal Service,
notwithstanding, arrives the same one or two day period every single month.
Because as you said, consistency is more than just doing it every month.
(13:43):
But Bill Glazier used to talk about your A pile of mail and B pile.
A pile, like your bills, mortgage insurance, all that important stuff,
magazines you subscribe to, they come on a specific day, pretty much clockwork.
And things that arrive sporadically are typically called junk mail.
So I said, it costs you nothing if you send your newsletter out the same,
(14:03):
almost the same day, literally every month, it will have an automatically higher
perceived value. Do you agree?
Yeah. And the recipient's not like sitting around auditing you,
but they can sense if you're like, it's three weeks between one month and seven weeks between the next.
They'll get the feeling that this is not quite what's going on.
There's another reason too, and it has to do more with you mailing the newsletter.
(14:26):
And that has to be with, we're entrepreneurs, we're business owners, we're busy.
And if you don't have that set content schedule, it's going to get pushed back.
Because this is not something that someone's going to harass you about if you aren't sending it.
But you also will not reap the rewards of doing so.
What are some of the things, so the lead, I don't know if you call it a lead
article, but you want to have something about yourself and you want to have
(14:48):
the filler, which I call Reader's Digest stuff.
And back in the day when I was speaking all over the place, I know Craig Beleen's
on here. He spoke at his place like twice.
But people questioned that kind of content. Reader's Digest,
I don't know about today.
I don't even know if it's still around, but it was the most subscribed to magazine.
And it was literally front to cover, just anonymous, not anonymous,
(15:10):
but assorted little factoids and stuff.
And interesting things. And that was a big thing for me.
The other thing which I like to share, not too much in a hard hitting business
manner, but telling your customers what else you do.
And the story I would usually share is like, if somebody comes and they buys
one of your products and they have a good experience, maybe they even do repeat
(15:30):
business, come back and blah, blah, but they don't know about all the 10 or
12 or 52 other things that you have in your business.
So by sharing some of those things in some kind of a success story,
it tells people, people who know you for one thing that you can do all these other things.
Yeah. And on that point real quick, you know, that was a struggle when profit
911 had digital marketing and direct mail services.
(15:53):
And we had to send a whole dang catalog to get that point across.
And still, you know, we had clients of three years that like didn't know we
did X and you don't want to confuse them with that.
So the newsletter is a good spot to just kind of highlight, let them draw their own conclusions.
Like you said, if you can do a case study or talk about a client using a service,
even better, because it's not salesy.
But that is a key factor. I think a lot of people forget is that just because
(16:18):
we know what we do, others don't. That's right.
Do you do freestanding inserts? Is that part of your direct mail business?
Do you do them with the newsletters? I'm sure it's part of your direct mail,
but what do you think about freestanding inserts?
Yeah. So freestanding insert in a newsletter has a unique ability to advertise that the rest doesn't.
So if you want to run a blatant advertisement, a promotion, something with a
(16:42):
price, I believe you are best served to have that look feel different than the
newsletter and not mess with the integrity of the relationship building.
Right. So that would be an insert smack in the middle. You do whatever you want there.
It comes across an advertisement and that's fine and it has its place and it
will be effective, by the way.
I don't like that taking up content space in the rest of the newsletter.
(17:05):
It just seems that that's been the winning formula as far as that goes.
So we have some clients that consistently every month have one.
We have some that just, you know, maybe they have a seasonal promotion or something.
And any of that's fine. But I do think you should have that separation because
it doesn't mess around with, you know, the core content.
And I guess the best analogy I can give is if the newsletter is building relationships
(17:27):
for you, you know, the parallel would be like on Facebook.
You're putting out content, building relationship. People are getting to know you.
Putting an advertisement in that core content would be the equivalent of messaging
the friend about the new MLM you're in out of the blue and trying to sign them into the group.
That's the feel it has if you screw that up. And we've all been on the receiving end of that, I think.
(17:49):
So that's where FSI is good. Yeah. I think humor is also very important.
Of course, I consider myself a humorous person.
I guess I'm not very serious most of the time. But I think if it allows your
personality to come through, and look, we're talking about entrepreneurial companies,
if you're a CEO of a major corporation, you're probably not doing this anyway.
Even though you should, you're probably sticking to some ridiculous piece.
(18:13):
But for entrepreneurial companies, small business owners and things like that,
let them know a little bit about you.
Part of my story, which I know I've told it in my book and from the stage,
when I discovered the power of newsletter marketing, I was 21 years old and
managing a bicycle store. And the first, this is back when Lycra shorts with
a padded crotch were brand new.
(18:34):
Today, they're like, you can wear them down the street. Nobody cares.
But it was like, what the hell is he wearing? But it allowed you to ride.
And so I talked about the cycle shorts and the headline I came up with,
how I ride four hours instead of 40 minutes without a sore butt.
And that was like the headline and people read it and people started coming in.
Show me the shorts that I can ride four hours, right? It was like a secret.
(18:57):
And then they started buying the shorts. And I went, wow, that's pretty crazy.
The newsletter, I mean, it was a two-page black and white on a typewriter. This is pre-computer.
And I mailed it out to about 800 people and it started selling these shorts.
And so I started doing it again. I did it every month and focused on something
else, but I always tried to put a little bit of a humorous spin on it.
(19:18):
So, yeah, look, like people that get the newsletter, I bet half of them or more throw it away.
And that's fine. Like it still served its reminder purpose.
But the ones that are reading it, like they're not like reading it for hard
hitting journalistic content.
Right. They want to be entertained and they should be able to get through the
newsletter in like five minutes, feel entertained, have that good emotion tied
(19:42):
to you and your business.
And that's what it's about. out and you know with our jurassic marketing
brand like we keep pushing that boundary further
you know it was kind of an accident i don't have time for the
origin story of it now but it has clicked so much with people and i keep asking
people okay have we taken it too far is it too cutesy now is it drawing away
(20:02):
from and no like they're dig it they love it they keep mentioning it and it
has a life of its own so yeah put personality in there i mean don't like make up fake stuff,
but go with what you got and what's of interest to you.
Justin, what do you say when we have a new customer? And of course,
everybody, the cheap and easy way is to broadcast an email newsletter.
(20:25):
I used to tell people, look, if you've got a thousand people in your email list
and you send them your newsletter, if you're a rockstar at deliverability,
et cetera, maybe you're going to get a hundred people, 900 people,
900 of your customers aren't going to hear from you.
But if you spend a buck, a customer, whatever it is, depending on if you're
doing color or whatever, they're all going to hear from you.
(20:47):
I'm sure you get that question even in direct mail, right? Yeah,
I mean, my response, they're always looking for the best way, right?
My response really is, it's do both.
It's not a replacement, right? The email newsletter still has its place.
It's a different format.
It still has a place. I came from the digital side and the Infusionsoft and
(21:07):
Keep side and multi-channel follow-up.
So ideally, you're doing all of them and they're helping each other and they're lifting each other.
But at the end of the day, if I have to pick one, which those that are on my
email list know, like the email is kind of sporadic, the mail,
the newsletter gets out.
I'm going newsletter every time because, you know, we get more time.
(21:29):
Time, you know, the email delete is so quick and easy and like no emotion felt
like the throwing away of the newsletter.
If that's what you choose to do,
we still got more time to get the message across and be in their world.
And yeah, you have to be okay with some of it going in the garbage.
So you got to drop the ego thinking everyone's going to read every word every month.
(21:49):
Yeah, it's not about that. Your good ones are going to read the personal interest
feature story and maybe a comic or two. And that's all we care about.
What's your advice when somebody says, well, who should I send it to?
Whether I've got 200 customers or I've got 2000 customers.
And they say, well, how many people should I send it to? What's your answer?
Yeah. So we got to remember the core purpose of this is relationship building.
(22:10):
So the first step is only people that know who we are.
Okay. Some people hear newsletter and they're like, great, I'm going to send
this out cold. And that you're just throwing away money.
We'll print it for you, but you're throwing away money.
So people that know about you, people that are past clients.
Now you may have to do like an AB determination if you've never done this or a time span.
(22:31):
So if I've ignored my past clients for two years, maybe I'm cutting them off there.
But you're going to look at the math. you're going to say, okay,
if I send this out to everyone, how many have to reactivate?
So Jim, we went back to your list.
You've been in business a long time and we purchased no hassle newsletters.
And we're like, okay, I bet there's some people here waiting to be reactivated.
(22:55):
The math works such that no, they're all getting a letter.
Not a lot of money at the end of the day for someone that already has exposure
to you. So that's the key. If they They had exposure to you.
They're still able to refer or use your service to the best of your knowledge.
That's the only requirement. And then it's looking at actual numbers.
(23:17):
So figure a person on the list is somewhere between $10 and $20 a year to mail to for the entire year.
Yeah. What's that look like? So in the wedding business, what that looked like
was each person on the list had to use or refer someone every 40 years to be profitable.
It doesn't get better than that math one. Yeah. You know, that's interesting.
(23:40):
Somebody would ask me, well, they'd ask me that question and I'd say,
well, if they know who you are, in fact, if they're a previous customer, I mail them all.
It's kind of like the dentist will only brush the teeth you want to keep, right?
If they're on the list and they know who I am, I mail them until they buy,
until they die, or until they politely ask to be removed. move because customer
(24:03):
reactivation is a, is a real business strategy that I think a lot of people just let go.
So I think that's a good thing. So, I mean, in the scheme of things,
it's so cheap, right? Like you and I were talking about trade shows because
Profit 901 does a fair amount of trade shows.
And one last November we did our, our all in cost to do the show was $29,000. Right.
Which, depending on what industry you're in, it may be expensive,
(24:25):
it may be cheap. But, oh my God, that's a lot of newsletters we can send for that.
Yes. Because opening the new doors is a lot more expensive than reopening the closed ones.
100%. So, we got about five minutes left. Justin, I'm telling you,
I'm so proud that you've been a, first of all, you've been a client, a friend for a long time.
But, you know, it's like my flagship operation.
(24:46):
You know, it's not my first business, but it's probably my largest one,
not counting the coaching. So I'm really glad it's under great leadership.
You're going to continue with the trend. Is there anything you want to share?
I know we didn't want to see it die, right? Like we were a customer of it.
And it is very similar to what we already provided for clients of ours.
So No Hassle Newsletters was a great fit for Jurassic Marketing.
(25:09):
We will continue evolving the service.
Hopefully you see even better service here. You know, we have a team to my right
here of like, you know, 12 employees and a print shop in-house.
So it's a little bit different looking behind the scenes.
And we're able to see that product through all the way to the point it's put into USPS's hands.
(25:30):
So, yeah, I expect great things out of No Hassle Newsletters going forward.
It's one of our services.
And, you know, we're all about direct mail. So it just it makes sense.
That's a perfect fit. And again, I'm thrilled that this happened.
So, folks. So, Justin, obviously, you own NoHassleNewsletters.com.
That's been rebranded. a lot of the same information, but profit911.biz,
(25:52):
I believe is your other website.
If people want to connect with you, learn more, maybe re-up or whatever,
what's the mechanism for that? How do you want them to connect with you?
Yeah. You can go to profit911.biz and use the contact form or no hassle newsletters.
At the time we're broadcasting this, and if you're watching a recording,
it's under construction, but the contact form should at least work.
(26:13):
Okay, hopefully. You can reach out. If you are a current client of No Hassle
Newsletters, you can expect some personal contact here in the coming weeks.
So don't worry about that. We haven't forgotten about you.
And if you have questions about other direct mail services, feel free to reach out as well.
The funny part is newsletters was the first piece of the puzzle that we always sold.
(26:34):
I believe it's the most foundational, most predictable for an ROI direct mail there is.
It's an amazing tool. It's one of those ones that's so old. It doesn't predate
the printing press for obvious reasons, but it never changes.
People love to get it.
My customers would tell me, Jim, I just read it on the plane,
(26:55):
which you could do with your open your laptop, but here comes a newsletter on
your desk and he puts it in the briefcase and the guy goes on a trip and he's
reading your newsletter. letter so that the portability and they do get passed around.
I remember you mentioned that earlier. So anyway, folks, get yourself a friendly
custom newsletter, paper and ink, spend a little money, invest in your business.
Solely focused on new customer acquisition is not the way to go.
(27:19):
You want to re-energize your customer base. And I want to thank Justin Miller
for coming on today and bouncing around.
And Justin, I wish you all good things. And folks, I'm not going anywhere quite
yet, but reach out to Justin, reach out to me.
And again, as Justin Justin said if you are a member of No Hassle Newsletters,
you're going to be hearing from him and his team, you know, in the coming days and weeks.
But, Justin, thank you so much, man. It was a great pleasure having you on Dream Business Radio.
(27:42):
Appreciate it. Hey, folks, that wraps up this very special interview with Justin Miller.
He is the founder of Profit 911 and the new owner of No Hassle Newsletters.
And I'm very, very thrilled about that.
You can connect with me at GetJimPalmer.com. But that's it. Until this time
next week, another fantastic interview.
I'm Captain Jim Palmer, the Dream Business Coach, and you take good care.
Thanks for listening to the Profit 911 Podcast.
(28:05):
Be sure to subscribe and leave your comments. For more information on how Profit
911 Consulting can help grow your service business, visit Profit911.biz.
Marketing, entrepreneurship, and all things small business.
You're listening to the Profit 911 Podcast. Now, here's your host, Justin Miller.
Hey, Justin Miller here. Please enjoy this special edition of our podcast where
I am a special guest on Jim Palmer's Dream Business Radio Podcast where we discuss
(00:23):
everything newsletter,
as well as talk a little bit about Profit911's recent acquisition of No Hassle
Newsletters, formerly owned by Jim. Enjoy.
Hey. Hello, everybody. Welcome to another fantastic live episode of Dream Business Radio.
I'm your host, Captain Jim Palmer, the Dream Business Coach,
coming to you today from West Virginia.
(00:44):
We're just outside of New River Gorge National Park, if you happen to know where that is.
This is episode 605. My very special guest is the founder of Profit911, Justin Miller.
Justin, how are you doing today, buddy? I'm doing good and kudos of making it to 605.
I think my podcast has like 50 episodes over the course of five years, so no small feat.
(01:05):
And it's no secret, I'm ending the podcast, which I started,
I think in 2009, I'm ending it end of June.
So I guess that'll be five, maybe 611 or 612, but it's a lot of work.
I mean, it's in a way it's not, but it's just one of those building blocks of
a great marketing program.
Anyway, folks, you're going to love this show. If you're an entrepreneur,
(01:26):
small business owner, everybody knows that it's far easier to sell more profitable
sales to a previous customer than it is always trying to sell to new customers.
And so many small businesses focus so much of their marketing dollars and their
efforts on new customer acquisition, when in reality, it reminds me of Dan Kennedy
(01:46):
saying, a lot of businesses,
they get a customer to make a sale, but the smart ones make a sale to get a customer.
Let's get that wrong. But when you have a customer relationship.
That is an asset. And what I used to say...
Back in the day, Justin and I were just commiserating or reminiscing, I guess.
(02:07):
I used to do videos and I did one where it was called Entrepreneurial Malpractice,
where if you don't maximize the profit potential of each and every customer
relationship, you are committing entrepreneurial malpractice.
A little bit of fun there. Anyway, Justin, in case you don't know,
he's the founder and president of Profit 911 Consulting, where he and his team
teach entrepreneurs and small
(02:27):
business owners what works well in marketing and just as importantly,
what doesn't work because they have literally done tens of thousands of marketing experiments.
And he shares that with his clients, why he's done so well. Well,
his goal, just like mine, has been for the last 23 years, my goal for the last
23 years is to help clients grow their business and make more money and have
more free time, or in my language, have a dream business.
(02:51):
Justin has appeared on dozens of TV shows and radio stations.
He travels internationally and speaks for groups and also writes for multiple
international publications.
And today he's coming to us from East Moline, Illinois. And I would say,
most importantly for today's discussion, just like me, Justin's a newsletter man.
Remember? Hey, you're a newspaper man. But no, we're newsletter men.
(03:14):
He's a total believer in the value of a good customer newsletter.
And the cat's really out of the bag. Justin is also the owner of No Hassle Newsletter.
So anyway, Justin, again, welcome to Dream Business Radio.
It's really exciting to have you here. And we're both dinosaurs, you know?
We are dinosaurs. I'm a little bit more of a dinosaur than you are.
But anyway, hey, so, well, speaking of that, we may be slightly different in age.
(03:40):
I'm really getting ready to retire and here, drive this motor home around the
country. And I don't have to worry about Wi-Fi anymore.
But we've been on similar paths for a long time. I remember meeting you,
I'm going to say about 10 years ago at a GKIC event.
I think it was, I think it was Dinosaur Marketing was kind of your sister company
to Profit 911. Do you remember that?
By any chance? So, I mean, we're all in on Jurassic marketing as a branding
(04:03):
thing. Oh, Jurassic. Sorry about that.
At that point, you know, Profit 911 would have been the lead on everything.
So right now, you know, we're kind of in this weird transition period,
but yeah, I was all over the events in the Dan Kennedy, Planet Dan world and still am.
Still am, yeah. But we've evolved into direct mail only at this point.
(04:23):
Very good. And yeah, you're one of the leaders in the direct mail market,
which makes this kind of a marriage so special.
Let's dive in and cover some ground for entrepreneurs who might be new,
still wondering if a good old paper and ink.
And when we talk about newsletter marketing, we're not talking about email where
email is part of your plan.
But somebody asked me one time, Jim, they were hearing me speak.
(04:44):
I think it was in Houston, Justin.
He goes, how can I get a higher level of deliverability for my newsletters?
And I knew he was talking about email.
I said, I can get you 100% deliverability, except for maybe the Seinfeld guy
who throws it behind his couch.
Just do a paper and ink newsletter, invest in your customers,
and it's going to be a hell of a return on investment.
But Justin, I'm going to open it up to you. Why are newsletters such an effective marketing tool?
(05:07):
Yeah. I mean, you said it a little bit ago when you said maximizing profits
is the entrepreneur's job, right?
And that's what we call them is profit maximizing campaigns.
So first off, very few people come to us asking for a newsletter.
They hear about us, they hear we do great direct mail, and they come asking
for what? a sales letter.
Turns out it's usually a heck of a lot easier to get them more profit to start
(05:30):
at a newsletter if they haven't already done it. There's a couple of reasons.
One, it's really a sneak attack.
You come across as a news entity or friendly and not asking all the time and
just being part of their life.
It has passed along value, which I'll be honest with you,
I used to to think was crap i thought that was a
(05:53):
lie until we started tracking and recording the phone
calls from the phone number on the newsletter and
realized that no people actually handed
this to their friend and they called and scheduled an appointment which seemed
far-fetched to me as a hardcore direct response guy that that could happen but
it does also it's kind of funny since i mentioned tracking it's down the weeds
(06:16):
a little bit but also auditing some of those calls it's It's amazing how many current clients.
That should have your phone number saved in their cell phone already or their
computer, call the tracking number from the newsletter to get ahold of you.
So that's some de facto evidence that people engage with newsletters,
but I think it's just being part of their life continually.
And it's a relationship building. And it's really it.
(06:38):
Higher profits come from better relationships and it is a relationship building tool.
And one of the challenges that I've had for years is trying trying to encourage
my clients not to put like salesy stuff.
It's not like a Sunday brochure in the old Sunday paper. Boy,
I'm really dating myself, but it's a relationship building tool.
Funny thing is in my original business, even before No Hassle Newsletters,
(07:01):
I was doing a newsletter for a mortgage company and I was driving it down to
him, giving him some extras for handout.
And I said, Hey, John, just out of curiosity, what's the average repeat cycle
for For one of your customers, he goes, oh, about every seven or eight years. I said, interesting.
So why are you doing the newsletter?
Silly question for me to ask. But he goes, Jim, every time I send my newsletter
(07:24):
to everybody that I've ever done a mortgage for, I get at least one,
mostly two times a month.
I get a referral because they people don't remember my name or my phone number.
They say it was a good experience.
But when I stand in front of them or, you know, in the mailbox every single
month, they remember my name. I stay top of mind. I said, I got to use that my marketing.
Yeah. I mean, listen, the very first business, real business that I owned was
(07:46):
a wedding entertainment company.
And this was the very first use of newsletters for me as well was in that company.
And talk about probably a not a repeat business industry.
We did have some repeats, but we still sent that thing until they disappeared
on us or maybe got mad because they got divorced and reminded them of the wedding.
(08:09):
But that was just it. We just wanted referrals from their friends.
We knew that they weren't even going to consume the service ever again in all
likelihood. The math still worked.
They're cheap. They're cheap to sell. And the funny thing is,
this was somewhere in the 2000s, Stephanie and I refinanced our home and had
a really good experience.
I said, do you want me to come to your office? No, I'll come to your place.
(08:32):
I'll drop off the paper. It was just a great experience.
And at least two of my neighbors ask, Jim, who is that guy?
I think the market's bottomed out. We're going to refinance our home.
And about 60 years later, I couldn't remember.
I said, I could get in the car and drive you to his office, but I can't remember
his name. And I said, I got to get him doing a newsletter.
So it really is about staying top of mind.
(08:53):
What do you see, Justin, as some of the essential ingredients of a good,
and I like to call them a friendly customer newsletter?
Yeah. Oh, number one, it has to be fun. And this is probably the biggest sin
of people creating their own newsletters, they don't make it fun.
They want to educate, educate, educate, explain like details of what they do,
like the mortgage lender.
Yeah, I'm going to explain what the rates are right now in the process of closing your loan.
(09:18):
Probably not what you would do if you met someone at an athletic event or hanging
out with them for dinner with their spouse or something.
So that may have a spot in the newsletter, but it's not what it's about.
We need some fun stuff. So it needs to be interactive, fun. We have jokes in the templates we use.
And for our clients, you know, we'll have Sudoku or a crossword or something
(09:40):
interactive that they engage with on paper, which you can't replicate via email. Right.
Could in theory with a tablet, but it just doesn't happen.
Has to be consistent, which we'll talk about more, I know, in a minute. Has to be on brand.
So here's another thing that I had to learn over time, you know,
coming from the like super hardcore direct response.
(10:00):
Response like it needs to match the image of everything else you do
because the consistency and the
build of trust they have to be able to see it's you and you
know people coming from your no hassle newsletter since we acquired it
you know they'll see it like we rebranded over to our dinosaur theme
because it's us and you can see that it's us and then the final thing which
is actually the first thing is it has to be personal this is this is hard for
(10:24):
some people like i I suggest the lead article is a personal thing about your
life, family, sporting, hobby,
something nothing to do with business.
And it's hard for people to think about that. And I promise them it's only like
two short paragraphs. They can take five minutes.
I'll be honest. The way I come up with mine is I go back to Facebook,
(10:46):
which is my social media of choice, and look through the last month and see
what did I do and what was interesting and got engagement. And then I kind of
write about that and put a picture in.
That's honestly the most important thing in the whole dang newsletter.
The rest is, I hate to say it, it's filler content.
It has value. It has its place, but it's nowhere near as important as personal.
(11:07):
That's right, because they want to know a little bit more about you.
I mean, sometimes we do business at an arm's length. One of my clients who I
helped get a newsletter going is in the boating business of all things.
He actually took care of my boat up and down the coast.
And they started a newsletter, and so they have tips on why you want to get
your prop service. this, that, and the other thing.
But the thing that gets them the most comments is the Friday drink recipe,
(11:31):
you know, Doctales as it's called.
And, but they said, what about that?
And I said, it means they're reading it and they're seeing your name every Friday and it's awesome.
And you're sharing some tips. It's the greatest thing.
So let's talk about consistency. You brought that up. What do you think is,
how important is consistency and what does that mean? Yeah.
(11:53):
So let's start with the cycle, which is the tactical part.
To me, that is monthly, calendar month without fail. Now, I don't care when
in the month it's sent, as long as it's consistent.
But I think that's kind of the minimum to build trust and realize it's consistent.
You send like every two months, it appears random, which doesn't help with that
trust factor. connector.
(12:14):
Also, the format should be the same. It should be consistent as far as that goes.
But really, that's what builds that magic.
And a lot of it, again, direct response in me hates to say top of mind awareness,
but that's what we're doing.
And it clicked when I understood why that mattered.
And it has to do with irregular sales cycle or long lead time on a sales cycle.
(12:38):
You know, oftentimes in my world and other world, people become acquainted with us.
They meet us, but we don't actually do business together for 6, 12, 18, 24 months.
And this piece fills the gap in building that relationship during that time
so that when something changes.
They don't have to hunt for us. Like you said, they forget about you otherwise.
(13:00):
And that's no one's fault except for you as the business owner,
if you care about getting that business.
And there's no cheaper way that I know to stay in contact other than email,
but it's hard to build a relationship via email.
One of the questions I used to get all the time on consistency is what's the
best time to mail the newsletter?
I'm curious what you think, but I always told people it doesn't matter at what
(13:22):
point, but if you mail your newsletter on the 1st or the 10th or the 27th of
the month, make that your mail date.
In other words, make it part of your program.
That's your newsletter mails. And therefore, hopefully, Postal Service,
notwithstanding, arrives the same one or two day period every single month.
Because as you said, consistency is more than just doing it every month.
(13:43):
But Bill Glazier used to talk about your A pile of mail and B pile.
A pile, like your bills, mortgage insurance, all that important stuff,
magazines you subscribe to, they come on a specific day, pretty much clockwork.
And things that arrive sporadically are typically called junk mail.
So I said, it costs you nothing if you send your newsletter out the same,
(14:03):
almost the same day, literally every month, it will have an automatically higher
perceived value. Do you agree?
Yeah. And the recipient's not like sitting around auditing you,
but they can sense if you're like, it's three weeks between one month and seven weeks between the next.
They'll get the feeling that this is not quite what's going on.
There's another reason too, and it has to do more with you mailing the newsletter.
(14:26):
And that has to be with, we're entrepreneurs, we're business owners, we're busy.
And if you don't have that set content schedule, it's going to get pushed back.
Because this is not something that someone's going to harass you about if you aren't sending it.
But you also will not reap the rewards of doing so.
What are some of the things, so the lead, I don't know if you call it a lead
article, but you want to have something about yourself and you want to have
(14:48):
the filler, which I call Reader's Digest stuff.
And back in the day when I was speaking all over the place, I know Craig Beleen's
on here. He spoke at his place like twice.
But people questioned that kind of content. Reader's Digest,
I don't know about today.
I don't even know if it's still around, but it was the most subscribed to magazine.
And it was literally front to cover, just anonymous, not anonymous,
(15:10):
but assorted little factoids and stuff.
And interesting things. And that was a big thing for me.
The other thing which I like to share, not too much in a hard hitting business
manner, but telling your customers what else you do.
And the story I would usually share is like, if somebody comes and they buys
one of your products and they have a good experience, maybe they even do repeat
(15:30):
business, come back and blah, blah, but they don't know about all the 10 or
12 or 52 other things that you have in your business.
So by sharing some of those things in some kind of a success story,
it tells people, people who know you for one thing that you can do all these other things.
Yeah. And on that point real quick, you know, that was a struggle when profit
911 had digital marketing and direct mail services.
(15:53):
And we had to send a whole dang catalog to get that point across.
And still, you know, we had clients of three years that like didn't know we
did X and you don't want to confuse them with that.
So the newsletter is a good spot to just kind of highlight, let them draw their own conclusions.
Like you said, if you can do a case study or talk about a client using a service,
even better, because it's not salesy.
But that is a key factor. I think a lot of people forget is that just because
(16:18):
we know what we do, others don't. That's right.
Do you do freestanding inserts? Is that part of your direct mail business?
Do you do them with the newsletters? I'm sure it's part of your direct mail,
but what do you think about freestanding inserts?
Yeah. So freestanding insert in a newsletter has a unique ability to advertise that the rest doesn't.
So if you want to run a blatant advertisement, a promotion, something with a
(16:42):
price, I believe you are best served to have that look feel different than the
newsletter and not mess with the integrity of the relationship building.
Right. So that would be an insert smack in the middle. You do whatever you want there.
It comes across an advertisement and that's fine and it has its place and it
will be effective, by the way.
I don't like that taking up content space in the rest of the newsletter.
(17:05):
It just seems that that's been the winning formula as far as that goes.
So we have some clients that consistently every month have one.
We have some that just, you know, maybe they have a seasonal promotion or something.
And any of that's fine. But I do think you should have that separation because
it doesn't mess around with, you know, the core content.
And I guess the best analogy I can give is if the newsletter is building relationships
(17:27):
for you, you know, the parallel would be like on Facebook.
You're putting out content, building relationship. People are getting to know you.
Putting an advertisement in that core content would be the equivalent of messaging
the friend about the new MLM you're in out of the blue and trying to sign them into the group.
That's the feel it has if you screw that up. And we've all been on the receiving end of that, I think.
(17:49):
So that's where FSI is good. Yeah. I think humor is also very important.
Of course, I consider myself a humorous person.
I guess I'm not very serious most of the time. But I think if it allows your
personality to come through, and look, we're talking about entrepreneurial companies,
if you're a CEO of a major corporation, you're probably not doing this anyway.
Even though you should, you're probably sticking to some ridiculous piece.
(18:13):
But for entrepreneurial companies, small business owners and things like that,
let them know a little bit about you.
Part of my story, which I know I've told it in my book and from the stage,
when I discovered the power of newsletter marketing, I was 21 years old and
managing a bicycle store. And the first, this is back when Lycra shorts with
a padded crotch were brand new.
(18:34):
Today, they're like, you can wear them down the street. Nobody cares.
But it was like, what the hell is he wearing? But it allowed you to ride.
And so I talked about the cycle shorts and the headline I came up with,
how I ride four hours instead of 40 minutes without a sore butt.
And that was like the headline and people read it and people started coming in.
Show me the shorts that I can ride four hours, right? It was like a secret.
(18:57):
And then they started buying the shorts. And I went, wow, that's pretty crazy.
The newsletter, I mean, it was a two-page black and white on a typewriter. This is pre-computer.
And I mailed it out to about 800 people and it started selling these shorts.
And so I started doing it again. I did it every month and focused on something
else, but I always tried to put a little bit of a humorous spin on it.
(19:18):
So, yeah, look, like people that get the newsletter, I bet half of them or more throw it away.
And that's fine. Like it still served its reminder purpose.
But the ones that are reading it, like they're not like reading it for hard
hitting journalistic content.
Right. They want to be entertained and they should be able to get through the
newsletter in like five minutes, feel entertained, have that good emotion tied
(19:42):
to you and your business.
And that's what it's about. out and you know with our jurassic marketing
brand like we keep pushing that boundary further
you know it was kind of an accident i don't have time for the
origin story of it now but it has clicked so much with people and i keep asking
people okay have we taken it too far is it too cutesy now is it drawing away
(20:02):
from and no like they're dig it they love it they keep mentioning it and it
has a life of its own so yeah put personality in there i mean don't like make up fake stuff,
but go with what you got and what's of interest to you.
Justin, what do you say when we have a new customer? And of course,
everybody, the cheap and easy way is to broadcast an email newsletter.
(20:25):
I used to tell people, look, if you've got a thousand people in your email list
and you send them your newsletter, if you're a rockstar at deliverability,
et cetera, maybe you're going to get a hundred people, 900 people,
900 of your customers aren't going to hear from you.
But if you spend a buck, a customer, whatever it is, depending on if you're
doing color or whatever, they're all going to hear from you.
(20:47):
I'm sure you get that question even in direct mail, right? Yeah,
I mean, my response, they're always looking for the best way, right?
My response really is, it's do both.
It's not a replacement, right? The email newsletter still has its place.
It's a different format.
It still has a place. I came from the digital side and the Infusionsoft and
(21:07):
Keep side and multi-channel follow-up.
So ideally, you're doing all of them and they're helping each other and they're lifting each other.
But at the end of the day, if I have to pick one, which those that are on my
email list know, like the email is kind of sporadic, the mail,
the newsletter gets out.
I'm going newsletter every time because, you know, we get more time.
(21:29):
Time, you know, the email delete is so quick and easy and like no emotion felt
like the throwing away of the newsletter.
If that's what you choose to do,
we still got more time to get the message across and be in their world.
And yeah, you have to be okay with some of it going in the garbage.
So you got to drop the ego thinking everyone's going to read every word every month.
(21:49):
Yeah, it's not about that. Your good ones are going to read the personal interest
feature story and maybe a comic or two. And that's all we care about.
What's your advice when somebody says, well, who should I send it to?
Whether I've got 200 customers or I've got 2000 customers.
And they say, well, how many people should I send it to? What's your answer?
Yeah. So we got to remember the core purpose of this is relationship building.
(22:10):
So the first step is only people that know who we are.
Okay. Some people hear newsletter and they're like, great, I'm going to send
this out cold. And that you're just throwing away money.
We'll print it for you, but you're throwing away money.
So people that know about you, people that are past clients.
Now you may have to do like an AB determination if you've never done this or a time span.
(22:31):
So if I've ignored my past clients for two years, maybe I'm cutting them off there.
But you're going to look at the math. you're going to say, okay,
if I send this out to everyone, how many have to reactivate?
So Jim, we went back to your list.
You've been in business a long time and we purchased no hassle newsletters.
And we're like, okay, I bet there's some people here waiting to be reactivated.
(22:55):
The math works such that no, they're all getting a letter.
Not a lot of money at the end of the day for someone that already has exposure
to you. So that's the key. If they They had exposure to you.
They're still able to refer or use your service to the best of your knowledge.
That's the only requirement. And then it's looking at actual numbers.
(23:17):
So figure a person on the list is somewhere between $10 and $20 a year to mail to for the entire year.
Yeah. What's that look like? So in the wedding business, what that looked like
was each person on the list had to use or refer someone every 40 years to be profitable.
It doesn't get better than that math one. Yeah. You know, that's interesting.
(23:40):
Somebody would ask me, well, they'd ask me that question and I'd say,
well, if they know who you are, in fact, if they're a previous customer, I mail them all.
It's kind of like the dentist will only brush the teeth you want to keep, right?
If they're on the list and they know who I am, I mail them until they buy,
until they die, or until they politely ask to be removed. move because customer
(24:03):
reactivation is a, is a real business strategy that I think a lot of people just let go.
So I think that's a good thing. So, I mean, in the scheme of things,
it's so cheap, right? Like you and I were talking about trade shows because
Profit 901 does a fair amount of trade shows.
And one last November we did our, our all in cost to do the show was $29,000. Right.
Which, depending on what industry you're in, it may be expensive,
(24:25):
it may be cheap. But, oh my God, that's a lot of newsletters we can send for that.
Yes. Because opening the new doors is a lot more expensive than reopening the closed ones.
100%. So, we got about five minutes left. Justin, I'm telling you,
I'm so proud that you've been a, first of all, you've been a client, a friend for a long time.
But, you know, it's like my flagship operation.
(24:46):
You know, it's not my first business, but it's probably my largest one,
not counting the coaching. So I'm really glad it's under great leadership.
You're going to continue with the trend. Is there anything you want to share?
I know we didn't want to see it die, right? Like we were a customer of it.
And it is very similar to what we already provided for clients of ours.
So No Hassle Newsletters was a great fit for Jurassic Marketing.
(25:09):
We will continue evolving the service.
Hopefully you see even better service here. You know, we have a team to my right
here of like, you know, 12 employees and a print shop in-house.
So it's a little bit different looking behind the scenes.
And we're able to see that product through all the way to the point it's put into USPS's hands.
(25:30):
So, yeah, I expect great things out of No Hassle Newsletters going forward.
It's one of our services.
And, you know, we're all about direct mail. So it just it makes sense.
That's a perfect fit. And again, I'm thrilled that this happened.
So, folks. So, Justin, obviously, you own NoHassleNewsletters.com.
That's been rebranded. a lot of the same information, but profit911.biz,
(25:52):
I believe is your other website.
If people want to connect with you, learn more, maybe re-up or whatever,
what's the mechanism for that? How do you want them to connect with you?
Yeah. You can go to profit911.biz and use the contact form or no hassle newsletters.
At the time we're broadcasting this, and if you're watching a recording,
it's under construction, but the contact form should at least work.
(26:13):
Okay, hopefully. You can reach out. If you are a current client of No Hassle
Newsletters, you can expect some personal contact here in the coming weeks.
So don't worry about that. We haven't forgotten about you.
And if you have questions about other direct mail services, feel free to reach out as well.
The funny part is newsletters was the first piece of the puzzle that we always sold.
(26:34):
I believe it's the most foundational, most predictable for an ROI direct mail there is.
It's an amazing tool. It's one of those ones that's so old. It doesn't predate
the printing press for obvious reasons, but it never changes.
People love to get it.
My customers would tell me, Jim, I just read it on the plane,
(26:55):
which you could do with your open your laptop, but here comes a newsletter on
your desk and he puts it in the briefcase and the guy goes on a trip and he's
reading your newsletter. letter so that the portability and they do get passed around.
I remember you mentioned that earlier. So anyway, folks, get yourself a friendly
custom newsletter, paper and ink, spend a little money, invest in your business.
Solely focused on new customer acquisition is not the way to go.
(27:19):
You want to re-energize your customer base. And I want to thank Justin Miller
for coming on today and bouncing around.
And Justin, I wish you all good things. And folks, I'm not going anywhere quite
yet, but reach out to Justin, reach out to me.
And again, as Justin Justin said if you are a member of No Hassle Newsletters,
you're going to be hearing from him and his team, you know, in the coming days and weeks.
But, Justin, thank you so much, man. It was a great pleasure having you on Dream Business Radio.
(27:42):
Appreciate it. Hey, folks, that wraps up this very special interview with Justin Miller.
He is the founder of Profit 911 and the new owner of No Hassle Newsletters.
And I'm very, very thrilled about that.
You can connect with me at GetJimPalmer.com. But that's it. Until this time
next week, another fantastic interview.
I'm Captain Jim Palmer, the Dream Business Coach, and you take good care.
Thanks for listening to the Profit 911 Podcast.
(28:05):
Be sure to subscribe and leave your comments. For more information on how Profit
911 Consulting can help grow your service business, visit Profit911.biz.
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