Wednesday, June 21, 2006

Publishing a Good Newsletter

Newsletters, done correctly, can be an effective part of your marketing efforts. Not only do newsletters display skills, talents and timely stories, they also can create buzz, open opportunities and bring in new business. No matter what type of newsletter you are producing, meaningful content is essential if you want it to be read. Here are some important things to consider:

- Since a newsletter is a niche publication, be sure to use a narrow focus and keep them specialized.
- Use timely, well written stories about developments important to your clients.
- Write stories from your clients’ perspective using appropriate jargon or explanations.
- Publish newsletters regularly.
- Humanize your stories. Stories about people are usually the most interesting.
- Customize your newsletter to make it stand out.
- E-mail is the fastest and cheapest way to get a newsletter out to your clients. However, e-mails can be mistaken for spam, so give the option of sending a hard copy through the mail.
- Pick your mailing lists with thought.

Sticking to these guidelines, newsletters can demonstrate expertise, establish credibility and create reader loyalty. These three aspects lead to trust and a trusted company has power. The next time you’re searching for an inexpensive way to boost your marketing efforts, consider a specialized client newsletter.

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