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Guest post by: Donald F. Pooley Become an Author

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A newsletter is the most cost-effective, and versatile of the high-earners' top 5 practice-building techniques. * It can: Improve your prospecting,
* Attract referrals,
* Build walls around present clients,
* Recover lost clients, and
* Enhance other techniques.
Prospecting: Greg Bowen first tried newspaper ads. Then a newsletter. "I got a call the very next day after mailing Life Letter to 400 households. Compare that to no responses from ads in 3 weekly issues of paper going to 1,780 homes."
Referrals: It's much easier for someone to suggest an addition to your newsletter mailing list than to flat out give you a name to call.
Hold on to present clients: We lose clients when we cease contacting them. This leaves a gap for competitors to move in. Close that gap, by repeatedly reminding them of your continued interest in them, with your newsletter.
Recover lost clients: Many lost clients would like to revive their relationship with you, but don't know how. Add a Post-It note message to a newsletter, and mail it to them.
Enhance other techniques: For referrals, ask your clients if there's anyone they can suggest to receive your newsletter. For contacts, mention something applicable from a past issue when contacting clients. In seminars, speeches, client meetings, use appropriate issues of your newsletter as handouts, or to explain certain points.
Recycle your printed newsletter as an electronic newsletter. Include reference to it in your PR material. Reword past issues to submit as articles for newspapers, magazines, etc. Refer to your website in it, and use it in your website.
This favoured technique of high earners is the least costly in terms of time and effort. Easy to implement, and automate, it:
> builds your image,
> enhances your credibility,
> encourages people to seek your advice,
> commands the authority of the written word,
> maintains contact with your centres of influence,
> plants ideas in readers' minds for you to follow up,
> opens up areas of business you wouldn't normally reach,
> converts suspects into prospects, and prospects to clients.
A one-page newsletter is more likely to be read immediately than a multi-page affair, as it covers only one point per issue. It's also more useful for enhancing other techniques.
Get someone else to provide its contents and e-mail them to you. Then all you have to do is print out the quantity you need and mail them out to your present clients, referrors, and centres of influence, every month or so.
I started my own printed newsletter in 1976 based on these ideas, and called it Life Letter. Greg Bowen took it over a few years ago, and has added various improvements. Go to www.lifeletter.ca to find out more about it.
A printed newsletter gives you the most bang for the buck, so if you add only one new technique, this should be it.

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