Article Advise

submitted: Jun 25th 2008 | by: JeffParo | Total views: 1 | Word Count: 438 | |

All marketing efforts should move the client down the path of getting someone that has a need to know, like and trust you.

One of the reasons many newsletters work is that people read them-no small feat when one considers the typical mail volume at most businesses. Newsletters represent independent and niche viewpoints and can help create product evangelists by building a bond with your product users.

You want customers to know as much about your products and services and your firm as they possibly can? Newsletters are the best place to announce company-wide events, such as holiday parties, ski trips, picnics, raffles, etc. Newsletters are great advertising means, and efficient reminders. They can be used for nurturing or interest capturing tools as supplements to other marketing efforts.

E-newsletter marketing is very cheap and has proven to be very successful for those who do it right. Properly designed, newsletters are the only marketing tool that can simultaneously: 1. contact customers with news and valuable information, 2. provide new leads, 3. position you as the local market expert and 4. nurture leads until they are ready to buy If you use an online newsletter, it will allow you to maintain a relationship with your customers and supporters that has residual value far beyond their visits to your website.

Whatever your objectives, your purpose will determine what content goes in to your newsletter. With great content you will grow your list and win the attention of your readers, year after year. Content should be targeted to your ideal readers and match their preferences and reading style. In fact, some newsletters will include a fair percentage of content derived from reader feedback.

Other than writing your own content, you can get your own unique content the quick and easy way by organizing an interview with an expert or leader in the topic. A weekly or monthly newsletter is the preferred frequency, and 'how to' and product information the top content areas requested.

How often should you send your newsletter? If you have a very research intensive 'how to' or expert interview type, then once or twice a month would be sufficient. But if your style of newsletter is designed around a 'tips' theme you may do once a week. More than once a week can become annoying and your value proposition is depleted.

The design of your newsletter actually determines its effectiveness. Use highly contrasting colors to avoid having the colors blur together. In addition, use a summary of topics. I use an "In this Issue" section at the top of each newsletter.

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