This document provides guidance on creating an email newsletter, or ezine, to deliver valuable content to customers on a regular basis. It recommends including a lead article, updates, testimonials, fun facts, customer stories, and promotions in each issue to engage readers. For best results, it suggests keeping a consistent title and short subject lines, sending the ezine regularly, and keeping articles under 350 words. Tracking metrics like opens and unique opens can provide insight into engagement. The document also provides tips for writing lead articles and testimonial content.

1. CREATE YOUR FIRST EZINE
Start Delivering Value to Customers Regularly

2. WHAT THE HECK IS AN EZINE?
‣ Email Magazine or Email Newsletter - same thing!
‣ It’s a combination of articles & valuable content
‣ It’s sent regularly (doesn’t have to be exact)
‣ Jeffrey’s “Sales Caffeine” is an Ezine
‣ Doesn’t have to be long

3. WHY CREATE ONE?
‣ One of the best ways to reach out to contacts
‣ Keeps your name top of mind
‣ Acts as a reminder
‣ Stirs up sales
‣ Gives customer content to forward (referrals!)
‣ It’s ice breaker to do other follow up

4. WHAT SHOULD BE IN IT?
‣ A lead article
‣ Updates
‣ Testimonials
‣ Factoids / Did you know’s
‣ Customer Stories / Shout outs / Industry news
‣ Images (1 for each article)
‣ Promotions (Last)

5. FOR BEST RESULTS
‣ Keep a consistent title
‣ Include your name in the subject line
‣ Keep subject lines short and straight forward
‣ Send it regularly
‣ Keep articles short (less than 350 words)
‣ Get help! (enlist your boss & reputable writers)

6. SUBJECT LINE OPTIONS
Keith Thompson: Learn to Landscape - Issue 42
Keith Thompson: 4 Unusual Landscaping Ideas

7. HOW TO TRACK IT
‣ Unique Opens = How many people opened it
‣ Total Opens = How many times everyone opened it
‣ Opens are just a guide, not an exact metric
‣ Why do some people show 5 or 10 opens?
‣ If you see a couple opens, call the contact!

8. TESTIMONIALS
‣ Keep them short
‣ Include specifics
‣ Should be about them, not just you!
‣ You can write it for them
‣ From them is best

9. TESTIMONIALS
“Keith did an incredible job with our back yard.
He listened and executed like a total
professional. You should see the Asian-themed
sitting area he made for us! He’s nothing short
of an artist!”

10. LEAD ARTICLES
‣ 250-350 words
‣ Write it about “Them”
‣ Use “You” language
‣ Be instructive, offer value
‣ Use bullets and numbered points
‣ Write short paragraphs
‣ Study Jeffrey/other Ezines

11. LEAD ARTICLE 315 words
Everyone wants an attractive front yard, beauty being in the eye of the beholder. Thou art the
beholder; let's start there... please yourself.
4 unusual landscape ideas for your front yard:
1. Tree lattice, this is a variation on a design called the Belgium doublet. Plant young trees a foot or
two apart, but angle the trees toward each other. Weave the trees over and under, tie them where
they cross, shave a little bark off and they will grow together.
2. Arborsculpture is the art of shaping live tree trunks. With its roots in medieval alchemy, this art
form is spreading across landscapes worldwide. Young trees are simply bent and pruned into
desired shapes. Chairs, gazebos, bridges, boats, or even a drive through archway where two tree
grow into one tree across your drive. There is no limit to the range of shapes one can grow from
living trees.
3. Rocks, no water, no weeding, just put them down and they stay there for a million years. Rock
work comes in all sizes and shapes. One creative way to use rock is to take a truck with lots of
buckets to a landscape supply and fill them with different colored stones. Arrange the stones into a
mandala, or try to copy the Zen rock garden idea. For low maintenance yards, stone is hard to beat.
4. Fruit, less work than vegetables but still contributing to food budget, fruit a can be used for
arborsculpture, lattice work or simply to provide fruit for the table. Apples and pears are some of the
easiest to grow. You may like to try some of the multi variety apple trees, where as many as 6
different apples will grow on one tree. If you have a tree like this you will learn what kind you like
best and what kind of apples will grow the best in your climate.

12. SUPPORT CONTENT SHOULD BE...
‣ Surprising
‣ Exciting
‣ Fascinating
‣ Helpful
‣ Cautionary
‣ Reminding
‣ Conversational

13. Did You Know?
How to Get Rid of Aphids
Aphids are sneaky and inconspicuous little beasties.
They can show up, breed like crazy and completely
destroy your flowers, vegetables and even trees
before you ever know there’s a problem. You can kill
aphids by spraying, especially under the leaves, with
a solution of 2 tsp mild dish or laundry soap to a
bottle of luke warm water. The soap washes off the
aphid’s protective waxy coating and causes
dehydration. End of problem!

14. UPDATES
Scotts Now Owns Miracle Grow
For the longest time we have offered customer Scott’s product to build
and maintain beautiful lawns. Recently Scotts has purchased the
“Miracle Grow!” company! What does that mean for you? It means we
can now help you keep your garden beautiful too! We now offer
garden treatments to grow bigger, more healthy flowers, shrubs, and
plants while keeping away the harmful weeds and bugs. Ask us about
how we can keep your garden as colorful and healthy as your grass!

15. Upcoming Dates
Important Summer Dates
June10 - 15: Second Garden Treatment
July 20 - 30: Third Lawn Treatment
August 1- 10: Bug Treatment (lawn and garden)
August 15 - 30: Fourth Lawn Treatment
September 20 - 30: Final Yard Conditioning

16. YOUR QUESTIONS

17. CREATE YOUR FIRST EZINE
Start Delivering Value to Customers Regularly