Using The Power of Newsletters
In my opinion, a newsletter is the most useful tool in maintaining relationships with customers and keeping them interested in you, your business, your products and your services.
Since “publications” get better readership than “sales materials” and articles get more readership than ads, it just makes sense to put your messages into the format of a publication, and insert your “sales message” into the context of the article.
If you already have a newsletter, then my advice is to make it into an informative vehicle for getting your message out to your customers and prospects. Your message should be weaved into a story that your readers can relate to; don’t make it “salesy”.
Remember to keep it about your customer—make it primarily educational. If you are going to promote a product, make sure the promotion is within the context of the “good” of the readers. If you make it primarily about you, you’ll lose.
If you don’t already have a newsletter, start one. If you are not ready to start one, send helpful articles or reports like I talked about in my blog post, “The 1000 List And 90% conversion”. Here is the link for those of you who haven’t read it: http://www.kenvarga.com/news/the-1000-list/
If you market B2B, another alternative would be to use my newsletter articles while you plan out and develop your own.
You can use my newsletter as a jumping off point for developing your relationship with prospects. For instance, you can forward one of my weekly marketing tips to them with a note that says something like:
“We not only help our customers with (your products or service), but we also help them to grow their business and create more customers. “
“When I came across this article, I forwarded it to our customers/clients. But then I thought of you and how it would help you grow your business, so even though you aren’t currently one of our customers, I know this article will help you create more customers and perhaps you would think of us when you need (your product or service.) After applying the ideas in this newsletter, please let me know how it has helped you with your business and in generating more customers.”
This now opens the door to start developing a relationship with your prospect, which could lead to them becoming your customer.
When you forward the articles to customers, just send them a note letting them know that you found the article helpful and you thought they might also.
Again, this type of communication will help you build relationship.
So take a look at your newsletter and add items that will help your customer/prospect with their business, health, family, and many other things that are happening in their lives. And if you don’t yet have your own newsletter, find a way to be in front of your customers and prospects regularly using at least one of the suggestions I just gave you.
Let’s hear what you think in the comment section below about using the power of newsletters.