Take a minute to think about your daily encounters with media: you wake up to your alarm clock that is tuned into a popular radio station, catch a glimpse of morning news while you brush your teeth, and it only gets worse from there.
The average person is surrounded by thousands of messages each day, and those are only counting ones they aren't looking for. In a world where logging onto Internet anytime someone needs a quick answer for anything is norm, it's hard to deny that free information is everywhere.
So what does this mean for you, for business? It means, unfortunately, that your public relations and advertising attempts have less impact as days go by.
Don't get me wrong, targeted public relations campaigns are still effective. But even with consistent PR attempts, it's not guaranteed that same people will read every exposure.
Getting your name out there is first step in standing out amidst crowd. Writing a promotional newsletter is a great way to do this. First of all, you're not selling anything, so customer doesn't feel that immediate sense of pressure and unease involved with most sales pitches. However, with repeated exposure to your name involved, client will remember you when time does come to send out other forms of sales communication, such as print ads or sales letters.
If you run a mid to small business, a newsletter should be published with a frequency of about one every three months. This creates a good balance, because it's not too frequent, nor infrequent enough that client forgets he subscribes to newsletter.