Words at Work

How effective writing helps your business succeed.

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What’s Going On? Get the Word Out with a Business Newsletter

April 1st, 2011 · No Comments · Marketing, Publicity

Yes, I’m writing this on April Fool’s Day; but what I’m saying is no joke. Business newsletters are a great way to stay in contact with your past, present — and future — clients.

A few years ago business newsletters were usually printed and mailed. This is still an option. However, in today’s fast-moving online world they are usually sent by email.

Here’s what one email marketing business, Constant Contact, says about email newsletters: “It’s the easy, effective, and affordable way to keep your audience coming back!” They add that “attractive, professional-looking email communications are better and more effective than regular email.”

I have used Constant Contact with client newsletters for a few years, and they get better and more user-friendly all the time. They provide a wealth of templates and are readily available to help when you need it — and they are not very expensive. There are other companies as well. Investigate and make your choice.

What should you include in your business newsletter? There is probably something you really want to tell your clients and potential clients about right now: a coming sale, a new product, an award you won. This is your vehicle to tell them whatever you want them to know. But if you run out of ideas, here are some content ideas that give your customers good information about who you are and why they should continue to do business with you.

Every issue should include your logo and contact information. It is also good to add your mission statement. The following are some article ideas for your business newsletter:

  • Profile of business owner
  • Profiles of employees
  • Particular recent accomplishments of owner or employees
  • Stories of recent interesting or unusual completed assignments
  • Client testimonials
  • Profile of a particular client
  • Tips on different ways to use your product/service that people may not know about
  • Coming events at your business
  • Upcoming or continuing special offers
  • Special coupon for readers of newsletter
  • Listing of where/how your clients may purchase your products/services
  • Photos of your products
  • Photos of recent events and accomplishments
  • For the health industry — nutrition, diet, or exercise tips
  • For nonprofit organizations — community alliances with other organizations

It’s good to start a running list of specific article ideas so that you always have an idea of what you want to say in the next issue.

Your newsletter can be weekly, monthly, quarterly — the frequency depends on how fast things are moving at your business or organization. It should come at a rate that keeps your business in front of your clients’ minds but is not annoying. If it does become annoying to them, there should always be a way for them to unsubscribe. But your goal is to make your newsletter so interesting that they want to read it, and they look forward to receiving it.

I welcome your questions or comments.

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