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On the weekend I attended a workshop by Australian copywriting expert Pete Godfrey.

The room was full of a variety of people and I was pleased to hear that it wasn’t all about Internet marketing. There was a lot of advice handed out for small business owners in any market and plenty of people in the room were from traditional companies who do normal things like sell widget type stuff - you know, physical goods offline. People like mechanics and printers were in attendance, and also a few people looking to become better sales writers like journalists and budding freelance copywriters.

Today I want to pass on some of the biggest lessons from the workshop that every small business owner needs to think about.

The Money Is In The Relationship

Pete was quick to point out that the money is not in the list but in the relationship you have with your members. He teaches that you need to foster a “tribe”, a group of core customers who buy from you not just because of your good service, but because they have a real vested interest in you and what you do.

To facilitate relationship building Pete recommended the use of a newsletter, but in this case not your typical online email newsletter (though Pete certainly agreed you want one of them too!), but a print newsletter you send to people via oldschool snail mail.

The Print Newsletter

Pete showed a copy of his print newsletter that he charges $49 a month to subscribe to and also a copy of a free print newsletter one of his clients use (a car parts wholesaler).

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