How to Build Business with Print Newsletters
At last month’s Triangle Glazer-Kennedy Inner Circle meeting, IBA Ben Thole talked about how print newsletters can be a highly effective small business marketing strategy.
Print newsletters are actually back in a big way because they allow you to reach people who may be missing your email newsletter or to simply reach them in a different medium. Print newsletters also have a higher perceived value and a longer shelf life.
4 reasons to start a print newsletter:
- Build relationships. People buy from those they know, like and trust so make sure to include a little personal information and personality along with the business tips.
- Cross-sell or up-sell your products and services. You’d be surprised how often clients don’t know that you offer anything besides what they offer. This gives you a chance to educate them about that.
- Encourage referrals. It’s easy to include a reminder that you appreciate referrals or run special promotions to encourage more of them.
- Provide value for your prospects and clients. (Depending on who you’re mailing too.) People love getting helpful information.
So now that you’re all revved up and ready to fire up that Publisher program that came with Microsoft Office Small Business (actually MS Word 2007 could do it too), how do you maximize your results?
Here are Ben’s tips for creating newsletters that boost your bottom-line:
- Tell them what else you do. Like I said, they’re probably clueless that you offer anything other than what they buy.
- Tell them what’s new. Not just new offerings, but new staff, new happenings. They’ll feel more a part of your business.
- It’s not about you. Guys, think of it like marriage–other than your personal note or update–what they want is FAR more important than what you want. Keep that in mind as you decide what to include and how you write it.
- Your back page is prime real estate. Your back page is the page everyone will automatically see (especially if you fold your newsletter) because Mr. Postman is going to deliver it mailing label-side up. So use the other half or two-thirds wisely!
- Frequency, frequency, frequency. A random when-I-get-my-act-together newsletter just says, “I suck at time management.” On the other hand, if they see that newsletter in their mailbox like clockwork, they’ll assume you’re dependable in everything else you do as well. PLUS, it keeps you on the short list of people they’ll think about when they need your services.
Worried about the time it’ll take? One solution he suggested is to join forces with another business owner. You run an article one month, then the next your friend runs it and you run his. Half the work, double the exposure. There are also services that will create, print and mail it all for you.
Next meeting is January 22, more info at www.trianglebusinessleaders.com.
Posted: January 5th, 2009 under Client Relations, Savvy Marketing.
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