Newsletters are a great way to keep in touch with clients and to keep your name fresh in their minds. A good newsletter also builds credibility, image and relationships. Follow these 8 guidelines to create effective newsletter for your clients.
1. Have a Plan. Your newsletter should have a purpose. Set objectives and have a defined audience. These will help you frame the type of material to include.
2. Stick to a Schedule. Decide how often the newsletter should be published. It is wise to begin with a quarterly or bimonthly piece. Stick to the schedule you’ve decided on. Set deadlines and make sure you hit them. Give yourself some cushion time just in case. After just a few issues, your audience will start to expect and look forward to your piece.
3. Choose Your Offering. There are two ways to produce a newsletter. You can produce it yourself, or you can hire professionals to do it for you. Doing it yourself, of course, gives you more direct control over content, but it also takes up more of your time. You will need to balance the benefits of time saved using professional quality writing against costs.
4. Gather Information. If you are producing your own content, there are numerous sources for material. Solicit information from customers, suppliers, consultants and employees. Look in business, trade, professional and government publications.
5. Provide Relevant Information. Don’t waste your clients’ time with puffed-up sales hype. Include useful facts and advice that will help your clients be well-informed consumers. Things to include: case studies on clients using your product or service (get their permission first), trends in the industry, new product/service information, quizzes, humor or cartoons, quotes, quick tips, and information on how to obtain free samples or more information.
6. Stimulate Feedback. Since a newsletter is a one-way communication tool, it is important to stimulate feedback to help make the piece more useful. Write about items that require people to call you for more details. Offer free advice and make it easy for them to respond. Have an 800 number to call, an easy to use fax form, or e-mail and web addresses.
7. Keep It Friendly and Brief. Your writing style should be personal and relaxed. Keep stories at less than half a page each. If the information is well-written and enjoyable, your customers will read it.
Newsletters are most successful when they offer practical information. They should not be viewed as advertising pieces. Keep the newsletter’s purpose in mind: building your image and causing people to want to work with you.
Profile of Author
- Gina Danner
- Gina M. Danner is the visionary force behind her family’s business, Mail Print, Inc. She has been in the printing and direct mail marketing business for more than 21 years. Gina's expertise revolves not only around small business, but growth businesses and corporate marketing efforts. She speaks on a variety of topics from entrepreneurism, marketing and personal development.
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