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Ken Lizotte Tells Entrepreneurs: Use Email to Build Your Business!
Bedford, MA - July 27, 2005
Ken Lizotte, C.I.O. (Chief Imaginative Officer) of emerson consulting group, a firm that transforms consultants, professional service firms, and professional speakers into “thought leaders”, recently delivered a presentation on how to effectively retain clients through networking at the Rotary Club in Bedford Massachusetts . An expert in transforming business leaders into leading thinkers in their respective fields, Lizotte explained that his firm does not emphasize traditional public relations tactics such as press releases or newspaper interviews but instead ensures they are published in article or book form and that they find ways to go out and speak to audiences composed of their target markets.
Since 1996, while working with over 120 firms and individuals, Lizotte admitted that an initial weakness of his thoughtleading process was the gaining of positive business results. Though he could always succeed in getting his clients published, he found early on that this didn’t always yield the increase in business his clients expected by it. “A name in print is not always enough,” he explained because “his clients often had an unrealistic expectation that publication alone would automatically yield new business prospects.” Lizotte informed the Rotarians present that publicity in a major newspaper is always beneficial, as print brings credibility to thoughts, although some action must be taken in addition. Getting published must be put into a context, and used as a tool in such a way that it enhances their credibility. For example: an article on Ken himself was recently published in the Boston Globe MetroWest section. Though “the article could not have been better” he said, he received no direct business results from such an influential publication. However, the credibility this article brings to emerson consulting group is not wasted, for Lizotte included an announcement and copy of the article as a part of his website and monthly eblast.
Lizotte emphasized the level of effort it takes a client to obtain new business prospects versus the amount of an investment it is to sustain current business. It is easier and less expensive to retain business, as opposed to the advertising, direct mailings and money involved in trying to attract new customers. In order to maintain repeat business, he strongly suggested keeping an email list of one’s clients. One must get a list; build it by adding the emails of those met at conferences, or those who have given you their business cards, and start using it. An email list can be used to announce the publication of an article, using publication as a tool to gain credibility. The best prospective clients come from the referral system within the people who know you, those who have been clients. By sending a monthly email out to a list, you will not only remind current clients of your expertise, but new inquiries will surface from all different types of people. These monthly emails set the conditions such that when the client is ready, he or she will request service. Even when the recipients do no open the email, these emails serve as a monthly reminder of your name and business, preserving your connection with those on your email list. Businesses are built on contact, and maintaining that contact is what helps business prosper.
In closing, Lizotte offered suggestions for the structure of the monthly eblast. He said that the email needn’t be a lengthy newsletter, as these take too much time to compose and are often abandoned for that same reason. The email sent out to one’s list can be as short as one sentence, since the significance of the email is to serve as a regular reminder of the services one offers to clients. Lizotte ended his presentation with this advice: “Don’t worry!” It is not statistically possible, he said, to persuade every single person on an email list to open every email you send. What’s important is to continue to keep steady and regular contact with colleagues and clients, a business will grow in leaps and bounds from such connections.
To conduct a media interview with Ken Lizotte, or to learn more about his business development ideas, email call 978-371-0442 or visit www.thoughtleading.com