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What Should My
Newsletter Accomplish?
In my opinion, the purposes of a
newsletter are to:
- Keep your
name in front of your clients and potential
clients
- Provide a
service to your clients
- Position
yourself as an expert in your field
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What you put in your newsletters is up
to you. Virtualtech's newsletters focus on websites, Internet
marketing, and other business topics. Other newsletters I
receive include recipes, trivia, household tips, etc. It all
depends on what you want to accomplish with your newsletter.
There are two important elements to a
newsletter. You must provide useful information that the reader
can use right away. You also need to set a schedule for when a
new newsletter will be available. The worst thing you can do is
say it will be a monthly newsletter and then only have a
quarterly one.
Do not make your newsletter a sales
pitch. Yes, one of the purposes of the newsletter is to generate
sales, but you don't want to annoy the reader. By proving
them with this service they will remember you when they are
ready to buy. Include articles with information that they can
take and use right away. Include a receipt that they can make
that night for dinner or a tip on how to clean crayon off the
refrigerator door.
Be creative with your newsletter, and
have some fun with it. A client asked me what she should put in
her newsletter. Her business focus is on helping people to
reconnect to their inner being and change their way of thinking
to improve their health and attitude. I suggested a "Food for
Thought" section where she could include recipes for a soothing
tea or soaking bath.
You will also need to decide how you
will be delivering your newsletter. Will you have them printed
and mailed? Create as an e-mail? Or offer the newsletter
on-line? They all have their advantages and disadvantages.
In my opinion a newsletter is an
essential marketing tool for every business... whether it is
issued weekly, monthly, or quarterly.
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