So you're thinking of using a client newsletter. That's good, because there are lots of reasons why using newsletters for business development is a good idea. Here's the biggest: a monthly newsletter is tops in sales and marketing efficiency, and can be the most cost-effective, and versatile technique in your marketing toolbox. Using newsletters for business development improves your sales and marketing efficiency because they: * Improve your prospecting by being more focused and personal than a newspaper ad; * Generate referrals. Ask your clients if there's anyone they can suggest who would appreciate receiving your newsletter, as 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; * Build walls around present clients. A newsletter keeps competitors away by repeatedly reminding your clients of your continued interest in them; * Recover lost clients. Many lost clients would like to revive their relationship with you, but don't know how, so add a personal note to a newsletter, and mail it to them; * Enhance other practice-building techniques. For example, when contacting a client you might mention something from a past issue that's applicable to his situation, and in seminars, speeches and client meetings, use appropriate issues of your newsletter as handouts or to explain certain points. Think of your client newsletter as an education tool, as well. It's a place to explain to your clients what they should know about your area of expertise, and how it relates to their situation. Look around at what other advisors are doing, and see what you think will work best for you and your clients. A little help from your friends When deciding on the type of content you are going to use in your newsletter, keep in mind that you don't even have to write it yourself. The internet is a vast source of all kinds of free content (e.g. EzineArticles.com) that you can cut and paste into your newsletter. Which format? Convinced of the power of this tool yet? Good. The next question is which type to use: a paper version to be mailed out to your clients by regular post or an electronic version to be e- mailed. If you decide on a paper-based newsletter, you may wish to also consider an e-mail version. Why? For starters, it's cheaper. Paper will cost you at least a dollar for each copy you have printed, folded, stuffed, stamped and mailed. But faxing or e- mailing as many as a thousand copies will cost you practically zilch (word of warning: I would suggest foregoing faxing altogether, as many people on the receiving end resent having their own paper wasted or their phone line tied up). An e-mail version is immediate and "in your face", whereas "snail mail" can take longer to cross the city than the ocean. As most of the benefits of a paper newsletter apply to an electronic one, why bother with a paper version at all? More people have postal addresses than e-mail addresses. A lot of your prospects and clients may not have fax or e-mail access or might just prefer a paper version. So go for both, but ease into your electronic version. Take a few months to get your routine established for consistent quality and delivery of your paper version before worrying about creating your electronic version. Bringing it to life Oops! This is getting too long. For the complete article, go to http://www.etip.ca/Article-Email-Newsletter.html
How To Create Your Very Own Client Newsletter - To learn more about this author, visit Donald F. Pooley's Website.
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Donald F. Pooley
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Don Pooley, the author of this article,
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Copyright 2005, Donald F. Pooley, Inc.
Don Pooley CLU, CFP, CHFC, "The
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