Forums: Discussions for entrepreneurs and small business.

Shawn:

Just a few observations. Please take my comments as constructive.

One thing that I think you may want to review more closely is your target demographic. In your case I would assume that it would be mostly women, if not seniors. We men inherently just don`t have the same appreciation for a good deal. The elderly community on the other hand are just the opposite. Taking this into consideration, now it comes down to elderly people who are computer savvy who also have a printer.

I reviewed the coupon offered in your sample newsletter, and in my view, noticed something very important - sense of urgency. The coupon is valid from January 11th - April 31st. I would suggest that the coupons that you offer have only a lifespan of one to two weeks to create the NEED for the frequency of your newsletter.

I would also suggest that you offer variety (at least 3 coupons from the same restaurant) With your current model, if I`m not interested in that coupon offer, then your email is potentially worthless to me. If I were to receive a week`s worth of emails from you, and that were the case each day.... well, you get my point.

Additionally, you may want to format your email with the coupons displayed in full view at the top of the page. This would serve to capture the user`s immediate attention and may serve to increase pass-along readership. Requiring them to take another step to review the coupon may result in them not reading the email at all. It is essential that you offer them "Instant Gratification".

I would also suggest that you change the newsletter sample that you have on the site - http://www.thedso.com/sample-email.php#a9 For Pittsburg and PGH - Downtown you offer nothing. No one wants to receive a newsletter every day that offers nothing - "No lunch specials today". If there are no lunch specials, then I wouldn`t list the town at all. Never offer up a negative. Your current format only suggests that you are not "THE" source for information in your space.

Question: Are these coupons that you promote offered exclusively through The DSO, or can they also find them in the local Sunday paper or in a Valpak envelope? If they are offered exclusively through your company - then that should be made clear. That is a big part of your value proposition.

Users upon visiting your site may also wonder how you make money and thereby question WHY are you willing to provide this service for free? You may want to consider conveying your business model to distinguish this potential concern.

I have several ideas regarding your marketing approach, but I think that I may have given you enough to think about for now. :)  I hope that you find this useful. If you have any questions just let me know.

Duke

My pleasure.

Could you do me a favor and email me the newsletters that you have sent out over the past three days? My email address is duke@getzingerdesign.com I would like to review them so that I can give you accurate feedback.

Though I understand that the focus/purpose of The DSO and its newsletter is to inform, keep in mind that one of the key elements and primary purposes of marketing is to motivate. It is important to understand that there are two basic ingredients to motivation - greed and fear. Greed: I do it because I want to be loved. Fear: I`m afraid if I don`t I won`t be loved. Essentially human reaction or response boils down to either one of the two. You offer them information, but what will motivate them to take action? In the same vein, what is it that they perceive as such value that it would compel them to share it with someone else? The need for them to share your information or resource with others should be your main focus. This will allow you to eventually lower your expenses ad increase your profit margins. Inform? yes - but MOTIVATE, MOTIVATE, MOTIVATE.

As far as a lengthy email is concerned, believe it or not "long form" marketing is one of the most effective techniques in use today, so don`t discard the idea of a long email. If done right it can be a very powerful tool.

Do restaurants pay you to promote them to the local community? Is that your model?

Duke