EP19: David Hieatt - Email Newsletters Saved This Global Denim Brand

David Hieatt, the founder of the cult denim brand, Hiut Denim Co. , used an email newsletter to resuscitate a marketing program that was literally dead and lifeless. David shares the secret of a truly attention-grabbing email newsletter, and he describes how to have a simple, yet systematic process for doing it consistently.

Key Points From This Episode: 

In terms of a newsletter, you are in a relationship business and you have to learn to give as well as to sell. Deliver emails that are well-researched, beautifully designed, and beautifully written. In that, you are respecting the time with excellence.Be more engaged with your audience by having multiple conversations with your customer that you are like-minded about. Don't only talk about yourself. Create a system for your emails and seek out the best things to share. What catches your attention and why. Have a balance between giving and selling in your emails. Even during difficult times, like Covid, having invested so much in your newsletter, you can have direct conversations with a customer and still see growth.

Tweetables:

"Don't dismiss that your newsletter is fundamentally your most powerful sales tool of all.  Whenever I talk to anybody, I'm so respectful of it because it really has not only saved my business. It's allowed me to go and grow."@DavidHieatt (00:24)

"When you deliver something and it's really well-researched and it's beautifully designed and beautifully written, and there are no typos in that. You are beginning to respect their busy-ness with excellence. And that's why you are ultimately going to win."@DavidHieatt (6:11)

"When you use your instinct when you listen to your gut, you go, hey, there's something there. I'm serving my community." @DavidHieatt (20:37)

"My advice is to go and invest in that direct relationship.  And because if you look after your community, they will definitely look after you." @DavidHieatt (23:15)

Links Mentioned In This Episode: 

David Hieatt on Twitter

David Hieatt on LinkedIn

The Do Lectures

Do Book Co.

Hiut Denim Co.

Wired Magazine

Rapha

Evernote

Second Brain

Medium

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