Have you tried a business newsletter?
Although most small businesses do not use it, the business newsletter can be an effective component to your overall marketing plan.
What is a business newsletter?
It is basically a marketing tool designed to do many things. First and foremost, it keeps your name out in front of the customer. It keeps in touch, so to speak and makes sure that you are not forgotten.
Secondly, it showcases your expertise. Most businesses have a knowledge that their customer is interested in. This knowledge helps you solve your customers’ problems and that is why they purchase your goods or services. As more of your expertise comes to light, customers have more confidence in you.
Thirdly, although it is not a sales brochure, it can have a certain advertising value and can offer some “specials” that the customer may be interested in. These are highlighted near the end of the newsletter. It is a soft-sell approach.
A newsletter also presents your company and shows your identity. It can interest the customer so that she or he would try to find out more by contacting or visiting you.
So how do you produce one?
There are lots of newsletter software programs available. Even the more straightforward graphics programs like MS Publisher have newsletter templates. That is the easy part.
The more difficult part (and this is why many small businesses don’t use them) is the writing of the “interesting” material. Remember, the heart and soul of good newsletters is good content, that is, information that your customers want. Some business owners don’t feel they have the writing skills. Others are concerned that this is one more thing to do in the life of a busy small business owner. What are some solutions?
There are freelance writers that write newsletter articles. This, of course, adds to the expense, but maybe it’s within the scope of your marketing budget. Maybe you can trade your goods or services for an article, which could cost you “30 to 50 cent dollars”. Perhaps your employees (if you have them) could write articles. Consider guest writers, possibly vendors. The best way however, is to ask your customers what they would like to read about and then get organized. Once you have committed to a newsletter, you will start thinking of subject matter. Be organized and capture these thoughts. Use sticky notes, slips of paper, a computer file or anything to get your list started. Once you have generated lots of topics, research them for details and start writing. You will get better.
Write in a friendly but informative style. Proofread and then proofread some more. Start modestly with a frequency of, say once a quarter. Consider the slightly devious Volume 1, Number 1 routine rather than specific dates. This helps if you have business emergencies and prevents the newsletter from having a perishable date. Stay ahead of the curve by having a good list of topics.
The use of e-letters (emailed newsletters) can work but only under the right conditions. Today, people are deluged with emails and so called e-newsletters. Many will subscribe to more than they can read. Most computers these days can handle larger files than they used to but do you know the processing speed of your customers’ computers? Keep the graphics to a minimum. It goes without saying (but I’m saying it anyway); never email your newsletter to a customer unless they have agreed to accept it. Always have an “opt-out” feature. Without these two features they may quickly become ex-customers.
It may be better to mail your newsletter the old fashion way as well as have it available at your place of business as a handout. Also, use it in your marketing material that you distribute.
Consider the newsletter, it could become an important part of your overall marketing.
This article was written by Seattle SCORE Chapter member Fred Parkinson for the Kitsap Sun in Bremerton.