 It was 2002 and North Star was having the best year in our history. April, who had become known as one of the best networkers in the State, was no longer out on the networking circuit. Her husband came home one day and told her many people were afraid North Star had gone out of business. This highlighted once again the power of communication. We decided we needed a way to stay in front of our network and let them know on a consistent basis that all was good at North Star – as a matter of fact it was better than ever!
We also knew, from our own experience, that it was hard to keep up with everything that you received in the mail…especially newsletters. They either got thrown away immediately or filed in that “I intend to read this someday” pile (which then got thrown away a month later when the newer version arrived and replaced it). So we invented the World’s Smallest NewsletterTM (WSN)…designed to be read in less than two minutes. It was received with rave reviews and is now responsible for over 90% of our new business. |