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.


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11 Responses to “Using The Power of Newsletters”

  1. Nancy Krohn says:

    I can certainly see where this could be a useful tool. What about the small businessman, just starting out. He/she would most likely have to pay full price for postage. Does that influence the decision to use Newsletters at all?

    Nancy Krohn
    “Sheep Hugs & Soap Suds”

    [Reply]

    David Fischer Reply:

    @Nancy Krohn,
    The ideal tool for small business owners is an emailed newsletter such as Solutions for Growth’s. Here is a sample of newsletters http://archive.constantcontact.com/fs088/1103023679383/archive/1103148649897.html

    [Reply]

    Ken Varga Reply:

    @Nancy Krohn,
    Hi Nancy,yes cost will influence your decision. As David suggests above, getting an email newsletter going is relatively inexpensive. Once you have it designed and you figure out the content, the cost of emailing it is negligible.

    [Reply]

  2. Lou Vescio says:

    Electronic newsletters are the way to go. You must build your database of clients and potential clients. If customers come through your door, collect their email address, even if it is to win something our get discount coupons.

    Network and collect business cards from potential clients, but build that email list.

    [Reply]

    Ken Varga Reply:

    @Lou Vescio,
    Yes Lou, good advice.

    [Reply]

  3. Bill Sager says:

    Certainly a helpful newsletter is a great way to stay in touch with clients and prospective clients. Remember, never pitch your self. An effective newsletter helps your readers. Don’t be obtrusive when you let your reader know what you can do for them.

    Use a legitimate bulk mail service like mailChimp to send you newsletter and build your list. There is a lot you have to do to legally use bulk mail and not be branded a spammer. Never send an email to someone who has not given you permission to do so.

    Don’t overlook the power of direct mail. A greeting card with a first class stamp gets opened. A thank you card sent to a prospect is the most powerful marketing tool you can use. As with a newsletter a thankyou card cannot be a sales pitch. It must be a sincere thank you.

    Modern software makes it possible to create a custom card with your pictures and message directly from your computer and have it printed and mailed for you.

    A combination of direct mail and effective internet marketing is the most cost effective advertising you can use. Its all about building and maintaining loyal, trusting relationships with your customers. Your contact list is your most important asset. Use it.

    [Reply]

    Ken Varga Reply:

    @Bill Sager,
    Bill, thanks for your extensive input.

    [Reply]

  4. Russ Jones says:

    This is a great article on newsletters. I’ve been writing a monthly client newsletter for years. One year I increased our production by 217%.

    Thanks to the newsletter…

    [Reply]

    Ken Varga Reply:

    @Russ Jones,
    Russ, congratulation on a 217% increase!

    [Reply]

  5. Charles says:

    “Thank You” for the information, but I have not developed a newsletter.

    I was looking into:
    http://www.techdispenser.com/

    I’d like to get your thoughts on this site.

    Let me know…

    Thank you,

    [Reply]

    Ken Varga Reply:

    @Charles,
    Charles, if you are in a tech business this looks like an easy way to start putting a newsletter together. Why not give it a try?

    [Reply]

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