Newsletter marketing is one of the best ways to keep in touch with your current customers.
Every smart marketer will testify to that.
Newsletters can build lasting relationships by providing helpful information and also provide a vehicle for announcing new products and services resulting in additional sales.
In fact, I would go so far as to say that out of all the marketing tactics and techniques that I personally use, the humble newsletter is my number one marketing tool.
This one tool brings me hundreds of thousands of dollars in revenue each year.
But There Are Problems with Generating Newsletters...
If you've ever published an offline newsletter you'll discover three things really fast...
1. Writing the content for a 4 - 6 page newsletter can
be a pain in the wazoo.
2. Creating the layout of the newsletter with all your
content, advertisements, and graphics can be a nightmare.
3. Printing, stuffing and mailing the newsletter can be
a monumental task.
and...
4. Paying someone to do the three items above can be
very expensive.
Now, I can hear you saying that these problems all go away when you generate an online newsletter.
Perhaps....but there are some drawbacks to sending online newsletters.
Online versus Offline Newsletters
Online newsletters are awesome marketing vehicles, BUT there are several drawbacks to an online newsletter.
- Drawback # 1
Getting your online newsletter delivered is getting a lot harder to do. In fact, I would say that up to 50% of my newsletters are NOT delivered. (Yikes!)
- Drawback # 2
There are so many other online newsletters being sent out that it's getting more and more difficult to stand out from the crowd. (Your inbox is only so big.)
- Drawback # 3
Many people simply don't like to read things online. Most people would prefer to have something to touch, handle and feel.
The simple fact is that OFFLINE newsletters....
1. get delivered.
2. get read.
3. get action.
So even though they are harder and more expensive to put out, an offline newsletter is usually much more effective.
Introducing the World's Smallest Offline Newsletter
I receive a newsletter every month from a good friend of mine, Kevin Donlin of http://www.Gresumes.com.
Kevin is in the business of helping people develop compelling resumes that get higher paying jobs much faster than normal.
Each month Kevin sends out the "World's Smallest Newsletter."
He calls his newsletter, the "Employment Dispatch."
It contains interesting information such as...
1. Case studies
2. Great quotes
3. Helpful tips
and...
4. Excellent resources
The cool thing about Kevin's newsletter is that he puts it on a small, 4 x 6 postcard that you can read in under two minutes.
I read every single newsletter that I get from Kevin.
The postcard comes on bright colored 100lb. stock paper and it costs him less than $.03 to create and $.23 to send.
It's not super high-quality, but the information is great and newsletter gets read.
The most important thing is that I'm reminded of Kevin and his services every single month.
Would You Like to See the World's Smallest Offline Newsletter?
Here are two installments of Kevin's newsletter.
http://url123.com/5humx
You'll notice how Kevin uses every inch of these postcards, both front and back.
The only graphic he uses is a head shot photo of himself, which brings a human element into his message.
You'll also notice that he keeps the bottom inch of the postcard clear of any important information because that's where the post office likes to put its processing code.
Conclusion
If you aren't using a newsletter to keep in touch with your prospects and customers then you are certainly missing out on a lot of new business.
For a newsletter to get read it needs to be interesting, informative and helpful.
Offline newsletters are far more effective than online newsletters and if you have a high ticket item or your business is highly dependent on referrals, then you should consider using an offline newsletter.
Your newsletter doesn't have to be expensive to produce. Kevin Donlin of http://www.Gresumes.com uses a simply 4 x 6 postcard for his newsletter and brings him outstanding results.
The Worlds Smallest Newsletter - To learn more about this author, visit David Frey's Website.
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Dianne Crampton
Dianne Crampton is an Executive Leadership Coach and Team Building Consultant and creator of the TIGERS team development model. For the past twenty years she has helped leaders and teams achieve goals with high levels of collaboration and teamwork.
Crampton is a published author. Her contribution to Working Together: Diversity As Opportunity was endorsed by Stephen Covey. She has written for trade magazines. Merrill Lynch nominated her business for Inc. Magazine’s regional small business and entrepreneurial awards. Her work with Native Americans was recognized at a United Nations sponsored conference in 1994.
The TIGERS model passed two rigorous validation studies in 1992 and 1994. The TIGERS Survey is able to measure and track team development over time.
Dianne is also the creator and distributor of the TIGERS Team Wheel game. This game helps groups identify behaviors that build collaborative groups and behaviors that cause conflict, morale problems, production failures, and misunderstandings.
For more information, or to subscribe to TigerTracks, a free monthly leadership and team newsletter go to http://www.corevalues.com - Visit Dianne Crampton's Website |
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David Frey
(Visit David's Website)
David Frey is the author of the
best-selling manual, "The Small Business
Marketing Bible" and the Senior Editor of
the "Small Business Marketing Best
Practices Newsletter
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