"Out of Sight, But Not Out of Mind"
What's black and white and read all over? A newsletter of course! And while there are perhaps hundreds of ways to market your business and increase your bottom line, one of single most effective tools in marketing is your own business-building newsletter.
The Power of Newsletters:
Newsletters show customer you care - even when you can't be there. Newsletters answer basic wants and needs, which leads to word of mouth referrals and greater loyalty - something your competitors can't buy. Newsletters reinforce your message. Great newsletters get read and saved by decision makers. The more your readers see your name, more inclined they are to refer you, hire you, and buy from you. Great newsletters establish you as their personal expert, someone they trust. Great newsletters can make even a "small" company look big. It builds your image. Your newsletter can help "qualify" a prospect. They can read it and learn about your product and services, cutting their buying curve.
Before you begin your newsletter, decide...
The purpose or objective in publishing your newsletter. Is it to educate and improve personal and professional lives of your readers? Is it to market and position your company as resource for answers to their problems? Who is your target audience? How often will you publish? A monthly newsletter keeps your company on top of your customer's and prospect's minds. What type of newsletter is ideal for your readers? Paper publications have a longer life span; they create a strong impression in customer's mind, however they are costly to produce. Ezines can use basically same format, are easy to read and are convenient for reader to reply to. The downside is that they can be deleted too quickly (even before it is ever read). And many ezines I've read are filled with self-promotion and are basically a waste of time.