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Written by Jeff Paro
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by Jeff Paro
Getting someone with a need to know like and trust you is purpose of all marketing. Therefore all our marketing efforts should support one of those causes.
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.
Newsletters are great advertising means, and efficient reminders. Also used to announce company-wide events, such as holiday parties, ski trips, picnics, raffles, etc., newsletters are used as nurturing or interest capturing tools and supplements to other marketing efforts.
If you use an online newsletter, it will 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 E-newsletter marketing is very cheap and has proven to be very successful for those who do it right.
Your objective will determine your content. Your newsletter style and content should be directed at your ideal clients preferences and tastes. One way to determine this is to ask for feedback from your readers. In fact, some newsletters will include a fair percentage of content derived from reader feedback. Create useful content your list and readership will grow year after year
There are a few options for content generation. The first and least expensive is to write it yourself. If you are not a prolific writer or don't have the time, consider hiring a ghost writer. Another insider tip is to interview a subject matter expert and use the transcripts to create an article. You can also do a 'how to' article that explains in detail how to do something.
How often you send out your newsletter really depends on the amount of time you can commit to its creation and the type of newsletter you want to publish. If you have a very research intensive 'how to' or expert interview type, then once or twice a month would be sufficient. But if you have a very short "weekly tips" style newsletter then once a week is appropriate. Use your judgment and be sure you are delivering value in the eyes of the client. Don't email bomb them.
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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