Do you believe the axiom that a company earns 80% of its business from 20% of its customers?

American Express does, which is why they asked Writing That Sells to create a quarterly newsletter targeting affluent frequent travelers who already are customers of their travel services.

"The Discerning Traveler" -- featuring the latest info on cruises, AmEx packages, sports at resorts, and more -- was American Express' strategy to motivate existing clients to book more travel.

Want to know my secrets for writing a great newsletter for any business? Click on Newsletter Tips.