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 the singlemost effective tools in marketing is your own business-building newsletter.
The Power of Newsletters:
Newsletters show the 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, the 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 the personal and professional lives of your readers?
Is it to market and position your company as the resource for answers to their problems?
Who is your target audience?
How often will you publish? A monthly newsletter keeps your company on the 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 the customer's mind, however they are costly to produce. Ezines can use basically the same format, are easy to read and are convenient for the 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.
What is your budget? Can you afford a four color or two/three color printed piece, or do you go for simple black and white? Simple can be better; as long as it is a professionally presented newsletter your readers will respond to.
How long will it be? When you first start producing, focus on a one to four page newsletter to produce.
Who gets it? You can send your message to a small or large group. You get to decide who gets it. This form of direct communication filled with information the reader can use creates a bond that is difficult to achieve through other forms of mass marketing.
If you don't enjoy writing, you could interview others for ideas, or invite others in your industry (those not in direct competition) to write guest articles. You could also purchase industry specific newsletters with your message and promotional info on them. Nearly every major industry has this service. Check with your associations for a referral.
Remember that your newsletter is an extension of you and your company. The image it conveys is the image your readers will remember. Be consistent. If you publish and send monthly, then publish and send monthly.
Maybe it's time to increase your visibility with newsletters. Write-on!
Excerpted from The PMS Principles - Powerful Marketing Strategies to Grow Your Business © 2005 - Heidi Richards
Heidi Richards is the author of The PMS Principles, Powerful Marketing Strategies to Grow Your Business and 7 other books. She is also the Founder & CEO of the Women's ECommerce Association, International http://www.WECAI.org (pronounced wee-kī) ? an Internet organization that "Helps Women Do Business on the WEB." Basic Membership is FREE. Ms. Richards can be reached at http://www.HeidiRichards.com or heidi@wecai.org.
Even the world's best marketing strategy won't work for you... Read More
Exhibiting overseas is one of the fastest and most cost... Read More
How Much Is Your Popcorn Worth?: Powerful Lessons In Marketing... Read More
The term business marketing strategy might sound like it is... Read More
Imagine tossing a pebble into a crystal clear pond on... Read More
Whether you market online or offline, you already know the... Read More
Here are some questions to get your thoughts and cash... Read More
Over the years as I have attended trade shows, networking... Read More
How many leads have come into your business since the... Read More
Let's talk about how to keep your postage costs down.So... Read More
Even if you never place a cold call, you still... Read More
One of my associates sent me a promotional email she'd... Read More
The most important part of any marketing you do is... Read More
"Advertising doesn't work." I hear it from my clients all... Read More
Sometimes, experiencing bleak sales is a matter of failing to... Read More
In direct mail, the offer is the incentive or reward... Read More
Too many business owners believe that marketing their business means... Read More
Price is an often overlooked marketing strategy, as many tend... Read More
Targeting high potential markets with a direct mail marketing campaign... Read More
As we study the demographic regional variations for small service... Read More
If a nonexistent man can change the world and millions... Read More
What's a small business owner to do if they have... Read More
The idea that good design can improve how people perceive... Read More
Marketing your cleaning business is something that you will already... Read More
Did something catch your eye in a direct mailing this... Read More
We all know the English language contains hundreds of thousands... Read More
"Buy this magazine or we'll shoot the dog," went a... Read More
I don't mean you, I mean the YOU that is... Read More
Have you ever put on a jacket you haven't worn... Read More
It's a startling fact: almost all entrepreneurs aren't marketing their... Read More
Sounds pretty harsh, doesn't it? Well, I can tell you... Read More
Sometimes, experiencing bleak sales is a matter of failing to... Read More
Every direct mail package you drop in the mail should... Read More
Your marketing weak link could be undermining the rest of... Read More
"Try not to become a man of success but rather... Read More
Behold! He with the light cometh!He shall light thy darkest... Read More
No, that's not a typo in the title. Resolutions are... Read More
Exhibiting overseas is one of the fastest and most cost... Read More
Recently, I've received a few e-mails from people asking me... Read More
Turn a coupon into a business card (or vice versa).Coupons... Read More
Your customers don't know what they want. And to assume... Read More
When you attend networking functions, what kind of name tag... Read More
You DO use direct marketing for your small business? right?... Read More
You probably already have in your possession one of the... Read More
Any economics student can tell you that price is a... Read More
What benefits will you get from flyers?Flyers are much different... Read More
"My clients can't afford higher rates."When more than 330 business... Read More
A BIG MAIL SHOULD CONTAIN:At least three to four Mail... Read More
So, you want to know what your competitors are up... Read More
Telemarketing has its place in the marketing arsenal. But telespammers... Read More
Marketing Marketing |
|