#1 Keep it helpful It's often repeated and often forgotten. But it's kind of truism that's, well, true. If they don't read newsletter, forget about capturing them as customers. Keep it short, informative and helpful. Unless your contact list consists solely of employees' mothers, subscribers don't want to read company press releases, long sales copy, or big clumps of text announcing your good fortune. What they want are quick tips that will increase their bottom line or at least make life easier.

#2 Make it interactive Readers love to share their opinions. Give them an opportunity. At its best, a newsletter begins an ongoing dialogue between you and your customers and potential customers. Ask them to submit stories. Get them to take part in a survey. Make it about something that will help them in their business and then share results. Soon, you'll see a community forming with your business at center.

By Julie Chance

Complicated definitions of marketing abound. However, when you think about what you are trying to achieve through your marketing activities, it is simply changing and then maintaining behavior of your target market. You want to change their behavior from not buying your product or service to buying it and then you want to maintain that behavior.

From this perspective, marketing your product or service becomes very much like getting your kids to do their chores or teaching your puppy basic obedience. Certainly there is some up front work such as identifying your ideal client, determining how to reach that client and developing message that will capture their attention. Once this strategy is outlined, implementation becomes a matter of focusing on 3 Cs.

Clarity: You must clearly tell your prospective customers what action you want them to take. Be very specific. Instead of simply listing your telephone number on your direct mail piece say, “Call 111-222-3333 today.” Or better yet say, “Call 111-222-3333 today and request your copy of our free guide to housetraining your new puppy.”