There are two indisputable facts of life in the business world. One, people do business with people they know and like. Two, it is far less expensive to sell to existing customers than to new ones, especially when you consider what it costs in time and money to attract them. For online businesses, the most practical and feasible method of allowing your customers to get to know and like you, your product and your company is a newsletter ...
There are two indisputable facts of life in the business world.
One - people do business with people they know and like.
Two - it is far less expensive to sell to an existing customer base than to new customers, especially when you consider what it costs in time and money to attract them.
Regarding online businesses, the most practical and feasible method of allowing your customers to get to know and like you, your product and your company is a newsletter - through email or through the post (preferably - both).
Oh-oh - everyone cringes at that word.
Newsletter.
We all spend a lot of time opening, glancing at, and sadly, more often than not - sending it straight to the trash, virtual or physical, without really reading it.
Poor newsletter - it never stood a chance.
There are, however, a few newsletters that not only get read but recipients actually look forward to receiving them.
By surveying these rarities of the marketing world, we can see certain shared characteristics.
1. Frequency
While there is no standard as to how often we communicate, it is important to have a regular schedule - whether it is weekly, monthly or whatever works for you. This will instill a sense of trust and confidence in you and your business.
Whatever frequency you decide upon, bear in mind that it is imperative you send your newsletter out only when you have something to say or share with your readers.
It is pointless and annoying to receive promotional material that has nothing new to offer, other than the parading of the same products and services seen in a previous newsletter. Once that starts occurring it is likely the email will be sent directly to the trash unopened. The physical newsletter may enjoy a marginally happier fate - unread at the bottom of a bird cage or cat's litter box.
2. Content
As previously mentioned, your content should be fresh and engaging. It's no different to writing a post for your blog (or of course someone else's through guest posting).
As a rule of thumb - would you enjoy reading this?
Apart from your products or service, you may want to include a "how to" or "where to find" column, service tips, Q and A, guest columnists or a Meet Our Staff feature. All are potentially valuable in ensuring your newsletter gets read and your prospect gets to know you.
Your newsletter must look and read professionally. Typos and grammar errors detract from your message. As does a "busy" page - that is, one that contains so much copy that reading it is a major chore.
If you enjoy and are proficient at writing you can do it yourself. If you are not comfortable writing for a large audience, examine the benefits of hiring a writer. It's money well spent considering the potential return.
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