Interested in a “secret weapon” to help increase sales and retain clients? Look no farther than a marketing newsletter. Why? Because company newsletters can be an inexpensive, yet incredibly effective way to reach your market.
What can a marketing newsletter do for your business? For starters, it can build awareness, prompt repeat business, expand your customer base, and introduce new products and services. Company newsletters are very potent marketing tools for two main reasons: 1) they keep you in front of customers and prospects on a regular basis, and 2) they position you as an expert.
A properly crafted marketing newsletter can often open doors to prospects that may be closed to traditional sales and marketing efforts. Why? Because people are more receptive to useful information than to sales material; since company newsletters are viewed as news rather than advertising, they are more credible. By providing information prospects and clients can actually use, you position your company as an authority.
However, many customer newsletters are a complete waste of time, money and effort because they are useless to clients and prospects. The main reason for this failure is that a large number of marketing newsletters are simply nice looking sales letters. While the newsletter may be terribly important to their creator, to the reader they are just another unimportant sales pitch that ends up in the trash, unread.
To build your business with marketing newsletters, you have to make its content useful to the reader. If it’s useful to them, then it becomes useful to your bottom line. For that reason, never fill your company newsletter with sales pitches or readers will instantly recognize your piece for what it really is – a brochure poorly disguised as a newsletter.
For a client newsletter to help you increase business, you must never forget that its primary goal is to educate readers. For example, if you own a nursery, don’t go on about your great sale on perennials, pest deterrents, and fish ponds in your newsletter. Rather, present articles on which perennials do best in local climates, tips for getting rid of pests that could wreck your garden, and simple steps on how to install a fish pond. This information is truly useful to your readers and positions your company as the authority. At this point you may softly-sell a related product, demonstrating how it can be of benefit to them.
The same logic applies to a high tech company that can inform readers about industry developments while keeping them abreast of new products and services. The newsletter can also illuminate ways your company can help them by providing case studies and success stories.
While you want to avoid obvious sales pitches, tooting your own horn can be useful and worthwhile if it’s done the right way. For example, rather than doing a story on the great new printer you just bought, turn it around and show readers how they can benefit. While the reader doesn’t care about the technical side of this spiffy new machine, she is interested in the fact that it can save her 20% on certain printing jobs.