.: Glenn Harrington Profile and Articles
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1). Marketing Tip: Avoid Direct CompetitionCoca-Cola and Pepsi-Cola have been engaged in direct competition for over100 years, which is about 99 years too long. Originally marketed as health tonics, the two products are very similar, cost about the same, cater to the same market, and have never established any meaningful product differentiation. Such protracted, intense competition would be very, very costly to most businesses in most industries.
2). Newsletter pain or pleasure?
Some businesses have an attitude of burdensome obligation about their newsletter. That leads to corner-cutting and a poorly performing newsletter that discredits the business and it’s clients.
For other businesses, producing a newsletter is a smooth, rewarding process, yielding a valuable tool that contributes to rising client loyalty, business, and profits.
3). This is the story of Lynne and Dave.
(Note to reader: This is the actual story as created and told by Glenn Harrington of the Harrington Newsletter Company. Other renditions of this story are in circulation, especially in Western Canada. This is the original.)
Lynne and Dave are two successful retail investment advisors, both of whom used a Harrington newsletter, and one of whom remains a successful investment advisor.
4). Most Newsletters Don't Work - part one: Success and How to Monitor It
Some people think newsletters don’t work. Often, they’re right. In a world where most newsletters don’t work, it is common to be confused about how to define newsletter success.
What’s it good for?
Over the past ten years, I have paid attention to newsletters. I can tell you why most don’t work. It starts with confusion about what newsletters are good for.
5). Why Most Newsletters Don't Work - part two: For Effective Newsletter Content, Get Real
Client newsletters do generate results. Yet, many business people who issue a newsletter find it frustrating to generate the results they want. This is why most newsletters are cancelled after a few issues. Many eventually conclude that newsletters just don’t work. Those not willing to give up on their newsletter need to get real about newsletter content.
6). In Financial Services, You Can Smile Harder and Give Away Gifts, but Loyalty is Heartfelt
In banking and investing and insurance, many thousands of service-minded people enjoy client loyalty. Yet, most labour under a false basic assumption about why clients are loyal to them or their institution, rather than competitors. What really generates loyalty is warmth.
The dominant view of loyalty in financial services equates loyalty with simple continuity of service.
7). Words Matter
Words Matter
Despite the high volume of e-mail that flows invisibly all the time, there is often no substitute for talking with people. Indeed, in many organizations, big decisions are made only after in-person conversations. Many career people take this seriously. Herein lies an opening for misjudgement.
present with sincere gusto
It is not uncommon to find a white-collar worker who believes that tone of voice and body language are underrated in effective speaking.