Newsletters - Printing and Writing Newsletters
Related Terms
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WHEN TO HIRE A PRO?
- When it is recognized upfront that internal resources will not be able to commit to a regular email or printed newsletter schedule. Consistency is key.
- When collecting industry information for enewsletters requires time.
- When an outside view of the business will make newsletters more interesting to read and more likely to forward.
- If you need professional assistance, please complete the Marketing Xperience Request for Marketing Information.
Real World Marketing Tips
- Newsletters are generally read by several persons at each business office, expanding your readership for the same marketing dollars spent.
- In addition to highlighting your own products and services, feature a customer who has been supportive of your products or has expanded their business with your professional service.
- Use photos as clients are more likely to share the newsletters with their customers and business associates if they or members of their staff are shown in the newsletter…another set of readers for the same initial cost of the newsletter!
Newsletters
A newsletter can be a printed document or an electronic message sent via email or an email distribution service. Marketing Xperience has found that printed newsletters are generally saved versus discarded. Each time a potential customer or an appointed sales representative reads the newsletter you have added a “touch” to your marketing campaign. Decisions to buy or call for more information are statistically made after the “sixth to seventh touch”. The newsletter can be your most cost-effective “touch” vehicle. With postal rates rising many of our clients are opting for email newsletters.
Creating a newsletter title related to your strength such as “A Cut Above Landscaping News” will subtly reinforce your expertise and begin the “silent salesman” process of influencing the reader. Newsletters are one of the most versatile marketing tools because you can use the printed newsletter several ways:
- Send as a direct mail piece.
- Hand deliver additional copies to the customers or suppliers featured in the newsletter.
- Provide additional newsletter copies to your sales team as mini-presentations on new products or services.
- Include a link to an electronic version (.pdf) of your newsletter in your email campaign.
- Post current newsletters and past issues on your website.
- Include the newsletter with your invoice.
- Use the newsletter series as a trade show handout.
- Include newsletters in your media kit at a tradeshow.
- Focus on the newsletter at a sales training meeting as a novel approach to reinforcing your corporate sales message.
- Include all of your employees on the mailing list. Internal marketing can be just as effective as external marketing for morale, productivity, and in educating all employees how to actively promote your company to their friends, family, and business associates. Highlight an employee in your newsletter and you will gain additional benefits!
