Our Philosophy
Axia's VoicePrint™ is a new platform that lets you build trust and community with your buyers through a proven format, reimagined.
Most companies send salesletters to their customers and call them "newsletters".
We think that newsletters should be about what's new. And be of real value to your buyers.
Salesletters push a bunch of links for conferences, whitepapers, and product blogs to prospects who traded their email for one thing, one time, long ago. It's a shame because unlike the forced doom scroll on LinkedIn, Bluesky, or X, a prospect's inbox is a calm place where he or she chooses to engage. Which means they're immediately more open to what they're reading, and they're more likely to act on it.
Salesletters get written with committee-determined language that hits all the marketing-approved UVPs but lacks any authenticity or real value. That's where we get phrases like "We leverage innovative solutions to drive digital transformation." Everyone in tech leverages innovative solutions to drive digital transformation. And your buyer knows that. And the answer is not more specific jargon. The answer is more human connection.
Salesletters lead with corporate authorship that uses a lot of words to say very little. Readers don't remember the insights and will never flag down a member of your team in the market to ask a question about what you wrote in the salesletter. There's no conversation. No connection. No community.
Axia thinks Newsletters should drive real value, over and over, and amplify how your buyers connect to your brand and your community.
Newsletters should take the day's most interesting and crucial stories and contextualize them in your brand's authentic voice, that include your industry's niche concerns, and ask the questions already on your buyer's lips. And they should recommend—through your brand's vision and with your brand's values—the voices and sources that your company looks to for guidance. This is the free service you provide to your community: quality recaps and recommendations. You give them signal and nuance in an ocean of noise and generality. In return, they pay you in trust.
Newsletters should be sent out consistently. Week after week, so your buyers can depend on you sorting out the crucial from the just plain loud. As you recap the news and recommend new voices, buyers should see your executives' faces alongside what your executives really think about the news of the day. Real pictures and real voices that completely change the dynamic and take your brand from faceless and anonymous to human and alive. That's how trust is built.
Newsletters should start in the safe-harbor of your buyer's inbox, but then cascade out: to your LinkedIn newsletter clone—where all your buyers can trade thoughts with each other, to your website forums, and to the hallways and conference tables where buyers talk to each other in real life.
Newsletters are the perfect vehicle to build trust and community by delivering repeat value to your qualified prospects and buyers and by showing up the right way to the right people over and over again.