#4 Offer incentives If you want people to forward your newsletter to colleagues or give referrals, offer something in return. Prepare a number of different white papers and offer them at different points in subscription cycle. When someone subscribes to newsletter, give them a white paper. If they forward newsletter, offer another. If that forward results in a subscriber, send a thank you note and, if possible, something of value--be creative. And make sure newsletter promotes your off-line referral programs.

#5 Measure results Don't forget importance of tracking results of your e-newsletters. You have to know who's opening it and who's not, as well as what they're clicking on. If your readers are a good representation of your customer pool, you'll know what your customers care about--and what holds no interest. Share results with sales team and base subsequent sales initiatives and customer contacts on results.

For more information on how to make email newsletters increase sales, visit: www.pjwritinggroup.com/newsletters.htm

Continuousness: Repeat your clear message, consistent look and identifying tag line over and over and over again. Remember it takes as many as five to 15 contacts with a prospective customer before they remember who you are, understand how you can help them and are willing to purchase. At point you become bored with your materials your prospects are just beginning to notice them.

Review all your materials from your website to your business cards to your brochures and ask yourself these questions:

Is my message clear? Have I clearly defined action I want my customer or prospective customer to take?

Is my message consistent? Do all my materials have a consistent look and feel? Am I consistent with my use of colors? Is there a consistent element such as a logo or tag line that ties all my materials together?

How many different ways and how frequently am I getting my message in front of my clients and prospective clients? Is my target market seeing my message on a consistent and regular basis?

Implement these 3 Cs and marketing your product or service might even be easier than getting your kids to clean their rooms or teaching your puppy to sit.

© 2004 STRATEGIES-BY-DESIGN. May be reprinted with credits and contact information.