Dell has launched a content-rich website called Digital Nomads. It's aimed at people who, thanks to technology, can work and play wherever they like - people who aren't tied to an office location.
Here's why Dell is being so smart.
Dell is creating a community based upon a common passion. It's serving that community on a daily basis with well-written, interesting and up-to-date content - articles that inform, entertain and engage that community. Digital Nomads will be the go-to publication for people who share that passion.
Of course, it's no coincidence that Dell offers the tools that digital nomads need.
Dell will sell more computers by creating a long-term, deep relationship with its clients and prospects.
It's setting out its stall as the go-to people for information about being a digital nomad - becoming a trusted adviser rather than simply a vendor of computers. It's building a relationship for the long term through regular contact with content that meets the needs of its community. And it's employing reciprocity by giving a tonne of value before expecting anything in return,increasing its future sales by putting cash (in the form of value) into the relationship with its community.
And you can do the same.
Maybe not on the same scale, but the same principles apply to your newsletter or blog:
1) Focus on a customer niche.
2) Provide value to that niche through content that is focused on that niche's needs.
3) Create a long-term relationship with that niche by keeping in touch on a regular schedule for the weeks, months and years to come.
So when you come to create your newsletter, consider this:
1) What niche am I serving? What makes the people who buy from me different from the people who buy from every other company out there?
2) How can I provide value to that niche? How can I serve that niche better than anyone else out there? What kind of information are they looking for? How can I connect with that niche by creating an engaging personality?
3) How will I encourage people to agree to receive this information, and how will I deliver that information over the long term?
Maybe you're not Dell. But there's a lot you can learn from Dell to market your own business.