What the email newsletters contain

At Focust we are constantly aware of companies who are getting customer focus right and those who have some work to do. That's precisely why we specialise in helping businesses to beat the efforts of their competitors. The email newsletters are in the form of a twice weekly comment about a real life issue and provide you with information that will make a difference to your own customer focus. The main intention is to give you something useful twice a week, and so help your business.

• ALL of the emails are firmly linked to business success through customer focus
• MOST of the emails provide advice on customer focus from a web site/online perspective
• ALL of the emails will make you think "That's a good point!"

At Focust we keep abreast of customer focus and online strategy issues and feel it's our responsibility to share our knowledge with businesses that may otherwise not have the opportunity to keep up with changes that will impact their success.

Sample email newsletter content

I saw an advert in a local business magazine today.

It was a company I'd not heard of before but they potentially satisfied two of my immediate needs:

1. Printing of promotional literature
2. Based near me so easily accessible

It wasn't a particularly inspiring advert but they appeared to care about their customers. They had a web site address on the advert so I decided to investigate further.

And that's when they lost my potential business.

Within a minute of viewing their web site I counted five typing mistakes. To some people that may seem trivial but in most businesses perceived attention to detail is essential. I didn't even get as far as looking for the details I'd intended to as the message was clear to me: this company don't pay attention to their web site accuracy so how could I trust them to look after my literature printing requirements?!

They won't even know I was ever a potential customer. Nor do they know that if anyone else mentions their name to me, then I'd recommend they shouldn't bother if they want accurate work done - and so it goes on. And all because of seemingly unimportant typing mistakes.

Useful advice : If you advertise your web site anywhere at all, you need to make sure that you hook customers in from the start - and the most very basic starting point is to ensure that there are no spelling mistakes. Customers are becoming increasingly selective over who they do business with on the web and the winners are those who pay attention to detail. The losers are those who spend money on advertising without realising that it's being wasted when potential customers click through to their web site and don't like what they see. Yes, people will still respond to the advertising, but how many are not responding and why?

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