Many of my clients produce some form of newsletter to send out via email or direct mail. I highly recommend doing this, even if you can only manage to do it once a year. Newsletters are great vehicles to keep in touch with existing customers and also attract new ones.
Newsletters should be written with the recipient in mind. Therefore, they should contain information that's genuinely interesting, relevent and useful--not something they'll consider a waste of time. Incorporating photos, illustrations, quotes or humor can make a newsletter more appealing. And a good newsletter can be any length if it's well-written, informative and contains the right type of message.
An effective newsletter might include the following:
Industry news of interest to customers
Tips to help them become more productive, save them money or make their life easier
A brief mention of any new employees, departments or procedures
Special seasonal greetings
Community outreach
Invitations to seminars or other events they may enjoy
A reminder of how to get in touch with you
On the other hand, an ineffective newsletter generally contains:
A sales pitch, essentially asking customers to spend more money with you. (On the other hand, it's always wise to thank them for their loyalty.)
A self-congratulatory piece all about your great services, your awards, your brilliant marketing, your fantastic sales trips...in other words, a final product that's all about you, you, you.
Email or Snail Mail?
Most companies have turned to electronic mailing rather than printing and sending out their newsletter. The best option for you really depends on your customer base, and how they are more likely to communicate. It's always great to have some hard copy newsletters to bring to trade shows, toss into mailings or keep with you on the go.
**Do you want to produce a newsletter but don't know where to begin? Contact Word Has It at 484-888-8074 or www.wordhasitwrite.com. We'll handle it for you!
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