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Keep Your Clients and Prospects Up To Date With A Newsletter

February 4, 2010

Have you considered writing a newsletter for your business? 

 
A newsletter can be a great marketing tool to help you promote your business, generate new leads, and secure long-term clients.  It can help to keep your name fresh in the minds of your existing clients.  You want to be positioned as an expert to your clients.  They want to know that you are there to help them.
 
Although a newsletter can be good for your business, it will be more successful if you ask yourself why your clients would read your newsletter.  Let’s face it — they have a lot of information coming across their desk and flowing through their Inbox every day.  Their time is limited.  Just like you, they are focused on building their business and keeping their clients happy.  If they’re going to spend their time reading your newsletter, they’re probably not doing it to be entertained.  They want to learn something new or find solutions to their challenges.  Your newsletter should help them with that.
 
What To Include
 
Your newsletter should be 80% information and 20% promotion.  The bulk of what you include should be information that will help the reader solve a problem or avoid mistakes, lend valuable advice or help them to achieve better results.  Don’t make your newsletter a boring promotional tool.  Chances are it will end up in the trash can before the first paragraph is read.  
 
Include specific, but brief details.  Include quotes from authors or speakers to support what you are saying.  Mention specific information you have learned from books and magazines, workshops and seminars.
 
There are services that offer pre-written articles on specific subjects, such as financial planning or law.  Most of these services are offered for a fee, but can be a guaranteed way of providing worthwhile content.  You can also include articles written already by others, so long as you have their permission and include their copyright information.
 
End your newsletter with brief particulars about your business and a short biography to showcase your relevant skills.  You can include information about recent charity work, fund raising activities, speaking engagements, or any articles or books you’ve published.  Quietly sell your skills and expertise.  Subtly reveal your willingness and eagerness to help them solve their problems.  List specific results you’ve gotten for other clients.  Offer your client something free.  Remind them that your initial consultation is at no charge.  Invite them to contact you to discuss a challenge they are having.  Direct them to back issues of your newsletters that may be of interest to them.  Remember, though, to be brief.  Let your readers know a little bit about you and your business, but remember it’s mostly about them.
 
How To Distribute
 
Your newsletter can be distributed any number of ways. 
 
You can mail your newsletter on its own or include it with materials such as an invoice or other communication. 
 
You can email the newsletter, which is most effective.  You’ll want to be sure not to send the email to anyone who has not asked for it.  That is considered to be spam, and in some cases is against the law.  Provide a way for your clients and prospects to subscribe to your newsletter.  That will ensure that they receive each issue automatically, and will also help you to know who is interested in your services and who is not.
 
Posting the newsletter on your website is the easiest way to go.  That will help to keep your website fresh.  You’ll want a mechanism to let your clients and prospects know that it is there.  Encourage them to subscribe to your website’s RSS feed, which will notify them of new content automatically.
 
What Results To Expect
 
A well-written newsletter that includes helpful information is a great way to put yourself in front of your clients and prospects.  It reminds them of who you are and what you do.  Although you may not see measurable results from your first newsletter, your second or third or fourth will be more effective and will show your readers that you can be relied upon for helpful information, and will help them to keep you in mind for their next project.
 
Writing a newsletter on a regular basis is not easy.  It takes a huge commitment in time and mental energy.  Whether you write it yourself, assign it to your staff, or hire a copywriter,  you can be sure that it will be a valuable addition to your marketing strategy.
 
If you have questions or would like more information on how a newsletter can work for your business, contact Sharon Korkes at (919) 917-3157 or info@sharonkorkes.com.
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