From the Desk of Nick “Big Fish” Fisher
Meriden, West Midlands
What I’m about to share with you may not come as any surprise.
In fact, you’ve probably seen the impact on your own business in the last 12 to 24 months.
But what may surprise you is the simple strategy my clients have been using to overcome the impact of this shift on their businesses - and how you can replicate their results for yourself without lifting a finger.
But before I share it with you, let me prove to you the extent of the problem at hand.
I was out with Lauren when I heard the message. It took a few seconds for the words to sink in.
They’re the 7 words that will make any business owner’s blood run cold:
“You are being investigated for tax evasion.”
Back when I was employed, letting my employer sort out my tax, keeping half an eye on what dropped into my bank account at the end of each month, I wouldn’t have given this a second thought.
But now, as someone who’s responsible for their own taxes, my heart skipped a beat.
I shot a look at Lauren and realised she hadn’t heard the message.
She was pregnant at the time, so I didn’t want to put her under any unnecessary stress - not until I’d cleared up whatever was going on - so I hung up the phone and drove home distracted.
As soon as we walked in the door, I snuck into my office and called our accountant.
The phone rung 8 or 9 times, but it felt like a lifetime.
I was willing him to answer.
He finally picked up.
“Neil, it’s Fish. I need your help. I think something’s up. I’m being investigated by HMRC for tax evasion.”
He immediately put my mind at rest:
“Don’t worry, mate. It’s a scam that’s doing the rounds at the minute, you’ve got nothing to worry about.”
As you can imagine, I came off the phone and let out a HUGE sigh.
At first, I was frustrated at myself for even falling for the message. I mean, I consider myself fairly switched on when it comes to these sort of tricks.
But when I stopped and thought about it, it made more sense.
I mean, how many scam phone calls have you received in the last year? Or even the last month?
What about scam emails?
It seems like every day there’s a new swindle being dreamt up to trick honest people, like you and I, out of their hard-earned money.
And with over £1billion being stolen from under the noses of Brits last year, is it any surprise that we’ve become increasingly untrusting as a society?
Of course not.
But the knock-on effect of these shysters is affecting YOUR business and YOUR ability to acquire customers.
It’s no secret that your prospects need to know, like and trust you before they’ll buy from you.
Without trust, no transaction can take place.
But the trust you could build with ease a decade ago is now increasingly difficult to obtain.
So, what’s the solution?
People love to buy from those they know, like and trust, and nothing achieves those 3 things quicker than a printed newsletter.
Now, there’s a weird psychological reason that print newsletters are so effective.
A recent study by MarketReach found that a piece of content is deemed to be 32% more trustworthy if it’s printed out.
That means by simply printing off the exact same words you can deliver by email, social media or video, your audience finds you significantly more trustworthy.
That’s why we created Ink Newsletters.
In the last 9 months alone, we’ve created and sent tens of thousands of print newsletters for time-poor UK business owners, like you, who want to turn this trust deficit on its head and attract more high-quality customers.
"If you're on the fence about working with Ink Newsletters, stay there, please! Because then you'll give me more time with Big Fish.
That way I'll get more results like the one I got from my 1st newsletter, which paid for my 1st, 2nd, 3rd and 4th newsletter!
In fact, my first 6 newsletters performed so well, I've asked Ink to produce a Spanish version too!"
So, what makes a print newsletter so effective?
Consider your own inbox habits for a second. If you’re anything like me, you probably get at least 20 or 30 emails every day.
But do you open every email you receive?
No, of course you don’t.
But do you open every bit of post you receive?
a good marketing email open rate is anywhere between 20% and 30%.
But if you receive 100 pieces of post, I bet you open more than 30. In fact, chances are you open more than 90%.
And out of those few emails you do open, how often do you go back to them a week later and read them again?
Now consider something printed that sits on your desk at work or at home.
I bet there’s something you’ve had on your desk for a week or two that you keep going back to.
It’s not unusual for our clients to get a phone call months after their newsletter’s gone out saying:
“I was just reading your newsletter from 3 months ago and wanted to have a chat with you.”
When was the last time that happened with one of your emails?
Because it doesn’t happen.
I’ve had clients tell me stories of when they’ve gone to visit their customers and spotted their newsletters piled up neatly, in date order, on a bookshelf.
No one prints off an email and does the same thing.
57% of people surveyed said that they felt more valued as a result of receiving print material over digital.
That’s because the medium of print demonstrates that you’re investing in a relationship you value with that person.
When you send something physical, you’re saying:
“I want you to value and retain this information”.
The information is the same, but it feels more real, and people are far less inclined to throw that information away.
And just to be clear. I’m not saying email marketing is dead. Anyone who tells you that is misinformed.
Email marketing should make up part of your marketing strategy, as it does with ours, but something we’ve trialled extensively is the impact of a print newsletter on your email marketing.
If you take a list of 2,000 people you email and send a physical newsletter to 250 of them, the email open rates and engagement rates of those 250 will be significantly higher than those you’re not sending the print newsletter too.
But in the past pulling together a high-quality printed newsletter with eye-catching design and engaging copy meant spending hours slaving over a keyboard every month, trying to explain to designers what you’re looking for, and negotiating with printers.
But not any more…
With Ink Newsletters, you can take advantage of my experienced team and have your very own monthly print newsletter, that goes out to your best prospects and customers - without having to do any of the work yourself - all for less than £1000 per month.
"This newsletter is amazing! Better than I ever dreamed of. You are geniuses. Thank you so much."
And to make this even more of a no brainer decision for you, I’ve put together 7 time-sensitive bonuses worth over £5000 to reward those who take action in the coming days.
TAKE ACTION AND COME ON BOARD BEFORE 5PM FRIDAY 12TH APRIL AND YOU'LL RECEIVE:
A £200+VAT Discount On Your Monthly Dues
(saving you £2,400+VAT)
The first bonus you’ll receive is a £200 discount on our 2019 prices, saving you £2,400 over a year - equal to getting two newsletters for absolutely free.
That means you can have your newsletter written, designed, printed, and in the hands of 250 of your prospects and customers for just £998+VAT each month.
We’ll take care of everything.
I’ll Waive Your ‘Setup Fee’
(saving you £499+VAT)
Now, when a new client comes on board, we need to design their newsletter from scratch, and set up everything so the system works around them and runs smoothly every month.
To help cover our investment, we charge a ‘setup fee’ of £499+VAT to any new partners we work with.
However, the second bonus today means if you come on board before the deadline on Friday 12th April, I’m going to waive that setup fee completely. That means you’ll get a unique, professionally designed newsletter that fits perfectly with your existing brand - all without any additional costs.
Free Entrepreneurs Network Membership
(saving you £69+VAT per month)
Next, I’m going to include free access to Entrepreneurs Network membership.
Run by our sister company, Ideal Result, this £69+VAT per month membership offers an amazing community of hundreds of ambitious entrepreneurs and business owners, all supporting one another to achieve their goals, as well as access to our very own ENGAGE magazine.
If you’re already an EN member we’ll hit the ‘pause’ button on your existing subscription, so you’ll still benefit from this offer and save yourself £69 every month.
A Free ‘Ready To Deploy’ Sales Campaign
(Saving you £999+VAT)
Next, and this is something we’ve never offered before, I’m going to have my team create a sales campaign for you for absolutely free. Moving forward this is something we’re going to be charging £999+VAT for each time, but if you come on board before the deadline at 5pm on Friday 12th April, it won’t cost you a penny.
The reason we’re doing this is because when we start working with new clients, their immediate reaction is often to want us to stuff their newsletter full of sales messages.
That’s not how an effective newsletter works. People consume sales letters in a very different way to information. Your print newsletter works to create readership with your audience, to give you the right to sell to them.
But, rather than take care of your newsletter and leave the sales campaigns to you, I’m going to allow you to leverage my experience and team to craft an effective sales launch that delivers results.
We’ll work with you to create your sales letter, write the accompanying emails, and give you all the support you need to make your launch successful. All that’s left for you to do is deploy the bespoke campaign we’ve created for you and reap the rewards.
We’ll have a discussion when you come on board to determine the best time to do this, but it will typically be within the first 3 - 6 months of our relationship.
£100 Off Our New Ink Newsletters PLUS Service
(Saving you £100+VAT per month)
On top of all of those other bonuses, that I’m going to offer you £100 off the price of our new Ink Newsletters PLUS service.
You see, a number of the clients we work with love the newsletters we produce for them but struggle to recreate the same sort of content in their email marketing.
After all, you shouldn’t just be sending a digital copy of your print newsletter to your email list each month.
With Ink Newsletters PLUS we’re going to produce a bespoke, engaging email for you to send to your list every week.
After the deadline, we’re going to be offering this service at £349+VAT per month on top of your Ink Newsletter subscription, but come on board and choose to upgrade to Ink Newsletters PLUS before 5pm on Friday 12th April and I’m going to reduce your upgrade fee to just £249+VAT per month.
If you’ve got a good handle on your own email marketing and you’re consistently sending out engaging emails every week, there’s no need to upgrade. But if you think you need some help here, you can benefit from this bonus.
Now those are the bonuses you’ll secure if you come on board before Friday 12th’s 5pm deadline.
But on top of that, I’ve put together 2 more ‘fastmover’ bonuses that are strictly available to the first 8 new clients to come on board.
FOR THE FIRST 8 NEW PARTNERS ONLY
FASTMOVER BONUS #1.
I'll cover the print and fulfilment on your first newsletter.
(saving you £299+VAT)
If you’re one of the first 8 new partners to come on board, I’m going to cover the print and fulfilment on your first newsletter up to £299+VAT - that’s enough to get it into the hands of 250 of your prospects and customers.
I don’t make any secret about the fact that we don’t make a penny’s profit on handling the print and fulfilment for our clients. I’d much rather they let us handle this side of things and know it’ll get done, than try and squeeze out some extra margin.
But if you’re one of the first 8 clients to join us at Ink Newsletters, I’m going to personally write the cheque to cover your first month’s print and fulfilment costs out of my own pocket.
FASTMOVER BONUS #2.
A 4-Hour Meeting At Your Office
For our 2nd fast mover bonus, I’m going to come to you - wherever you are in the country - and we’ll spend 4 hours mapping out your marketing strategy to ensure you get the most ‘bang for your buck’ from your newsletter.
After all, your newsletter should be part of your holistic marketing approach, and I’ve got years of experience in how to weave the two together to extract some surprisingly potent results.
Now, I’ve got a 5-week old daughter at home, so I’m not willing to spend the next 2 months driving from one end of the country to another visiting 30 or 40 different business, which is why I’m limiting this bonus meeting to the first 8 new clients to come on board.
So those are the bonuses, but before you reach for your credit card, I want to make something explicitly clear:
A print newsletter isn’t right for every business.
If you’ve got low-value clients and lots of them, this won’t be the medium for you.
Because, after all, it is more expensive than email. So if you’re currently peppering a list of tens of thousands to find a few hundred low-value buyers with little or no repeat custom - this isn’t for you.
But if you’ve got a business with a reasonable average customer value - say 100s of £s per year - and repeat custom is a big part of your business, a print newsletter can prove extremely effective.
That said, there are still some intricacies to consider.
Take an Estate Agent.
The average customer value is significant, but the distance between transactions is so great that a monthly newsletter may be the wrong cadence.
There are lots of questions to answer before you start working with Ink on your print newsletter, and that’s why, before I let you pay us a single penny, I’m offering to spend half an hour on the phone with you to better understand your business and identify whether or not a print newsletter is the right thing for you to do.
Securing your call is easy. Simply hit the button below and you’ll get access to my diary. Find a free slot, enter your details, and we can have a conversation.
But look, a newsletter is not the solution to every challenge you face in your business.
It’s a supporting medium that works hand in hand with media like emails and sales campaigns and will earn you enhanced readership and uplift on both, by cementing your relationship with those you send it to.
So if you’ve got your emails and sales campaigns in hand, we can just do your newsletter, but if you need help elsewhere, let’s talk about how we can help you get more emails out the door, more sales campaigns out to your list, and more videos recorded.
And if you’re still on the fence about a print newsletter, consider this.
Assuming everything is equal, if you can spend more to acquire a customer than anyone else in your market, YOU win the game.
It’s. That. Simple.
You see, if your competitors are only sending out emails, don’t think that gives you carte blanch to do the same. They’re creating an even playing field, and you’re choosing to play on it. That’s not the game we want to play.
If I’m a prospect wanting to buy something in your industry and I’ve got two people competing for my business, and one is just sending emails while the other is investing in a relationship before I’ve spent a penny, I’m naturally going to spend my money with the person who’s invested more in me.
And I promise if you’re watching this the chance of you getting ANY newsletters through the post each month is slim. If you tell me you’re getting more than 3, I’d want proof.
If you are COMPLETELY unique in your industry and you haven’t got a single competitor, you’re on a playing field on your own. But if there are other people on your pitch, this is a way of turning the whole thing to your advantage.
So there’s nothing left for you to do but to schedule your call with me using the button below. We’ll have a 30 minute, honest conversation about whether a print newsletter is right you, and if not, what you should be doing instead.
Hit the button below, and I look forward to speaking to you soon.
Nick “Big Fish” Fisher
Managing Partner, Ink Newsletters
P.S. Those bonuses are only available to new partners who take action before 5pm Friday 12th April, so hit the button below to arrange your call today.
+ How does the ink process work?
I'll explain the process in full on our call, but in short, my team will do all the work to write your newsletter content, get it designed into a template that fits your brand perfectly, and get it printed and fulfilled to your contacts.
All you need to do is spend 20 minutes on the phone to one of my team each month. That's it.
+ What if I want a full blown magazine?
While most of the newsletters we produce are between 4 and 12 pages, we're set up to produce whatever you need.
We've been producing ENGAGE, a 48 page monthly magazine, for Entrepreneurs Network for the last 3 years, so we know exactly what it takes to create high quality publications - whatever the size.
The best thing to do is book a call and we can take a look at your project.
+ What about my carbon footprint?
I get it, you're worried about the impact of sending print newsletters each month.
Fortunately, we're able to produce your newsletter using 100% recycled materials and can even offer a carbon offsetting service, so you can rest easy when it comes to your carbon footprint.
+ My business is boring. Why would anyone want to read about it?
Believe it or not, our best clients are those with 'boring' businesses, because that's where we can add the most value.
You see, there's an assumption that the content of your newsletter should be all about your business, but the opposite is true.
My team are experts in finding the interesting and engaging content hidden in your business, and extracting it for your newsletter.
Don't believe me? Book a call and I'll show you exactly what I mean.
+ My business is technical. How are you going to create the content?
Your newsletter serves to create relationships with your audience. It's not a produce catalogue or data sheet, so the content needs to be less technical and more engaging.
That said, my team are experts in researching topics and quickly understanding the intracies of your industry, so we can always handle any technical details we need to.
+ What if I want to sort my own print?
Truth is, we'd much rather handle your print and fulfilment, because that we know it's going to happen!
It's why we've negotiated such fantastic rates with our print partner, and why we pass these directly on to you.
That said, if you'd prefer to handle this yourself, we can provide you with the print ready artwork and let you sort the rest.
+ what if i want to send bimonthly or even quarterly?
The majority of businesses who'd benefit from a print newsletter should be sending it monthly, but there are always exceptions.
We'll look at this on our call and work out the right tempo for your newsletter.
+ Will my newsletter content be entirely unique and original?
While there are services out there that offer templated newsletter content, they're designed to serve 100s of businesses in a single sector.
Problem is, the value of your print newsletter lies in the fact it helps your audience create a relationship with YOUR business.
That's why all Ink Newsletter content is created from scratch for your business, and your business alone.
+ do i have to start straight away?
In short, no. You'll need to make an initial payment to secure the bonuses listed on this page, but you can push back the start date of your newsletter by up to 3 months if that works better for you.