Wilson Cole's Podcast From The Road

Wilson Cole, President of Adams, Evens, & Ross (AER) is joined by Ally Cole, brand manager for ELOC Global, to look further at positioning yourself (or your company) as an expert. Wilson believes that a good tool to position yourself as an expert, even though it may be a little old school, is regularly sending out an e-newsletter that provides good value and is not too self-promoting. That is not to say you can’t add in any information about promotions you might have going on with your products or services, but that should definitely not be the focus of (or distract from) the newsletter. Ally says that when thinking about the content to put in an e-newsletter, remember the first rule of a good marketing campaign: put yourself in your customer’s shoes and ask what they would want to read about. Next, Ally says it is important to make the content easy to understand. Wilson says that if you have multiple clients ask the same question in a period of time, such as a month, answering that question could be grea