“Personal relationships are the fertile soil from
which all advancement, all success, all achievement
in real life grows.” Ben Stein - lawyer,
economist, law professor, actor, comedian and former
White House speechwriter
Do you know what is the single most important
and
least used marketing strategy, and one that is most
often neglected in the press of daily business?
The answer: Follow-up!
Timely follow-up helps build business
relationships. And a promotional newsletter
featuring trade news, customer success stories, and
information about your company’s products or
services is an excellent way to build your relationship
with customers.
Newsletters increase your credibility with an
audience over an extended period of time.
Regular, repeated exposure to your company name,
message, and information reinforces your company’s
presence. Newsletters remind your customers and
prospects of your business, products, and services -
and stimulate future sales.
Whether your newsletter is sent through e-mail or in
print format, it represents an important part of your
marketing strategy. Your newsletter represents an
opportunity to stay in touch with customers, clients,
business contacts, and employees. When it is
effective, your newsletter will be read, saved, and
shared with others.
What makes an effective newsletter?
There are five important factors to consider when
thinking about a newsletter for your business:
Audience – Who will receive your
newsletter? This will help determine the type of
content and the format.
Compelling content – Your newsletter
should contain information that recipients will enjoy
and learn from.
Frequency and timing – An effective
newsletter should be sent on a regular schedule.
Layout and design – Visual appeal and
readability are key to getting your audience to read
your newsletter.
Distribution list – The key to an effective
distribution list is that it is permission-based. That
means that those receiving your newsletter, whether
in print or email, are businesses or individuals who are
either current customers or clients or are likely to
have an interest in your products and services.
Who will be responsible for creating your
newsletter?
Creating and delivering a
newsletter requires skill, time and effort to create a
quality product and distribute it with consistent
frequency. Often, the pressures of running a
business day to day forces a newsletter project to
the bottom of the stack of priorities.
For this reason, you may want to consider the
benefits of outsourcing your newsletter to a
professional. Insight
Consulting's
new division,
Newsletter Authority, provides tips for
effective newsletters, as well as a full range of
newsletter services.
For more ideas about creating newsletters, and to
download a free whitepaper, please visit our new
website at
www.newsletterauthority.com.
For more information, please call me at 847-
252-7445 or or email me at
info@insightactionimpact.com
