In an era of mass media, the information we get is often remote and impersonal. Especially in online advertising and marketing, the “human element” is often lost; and even costumers who go to a store or office often end up waiting their turn before being served; often by unfamiliar and impersonal strangers.
When business owners are asked if they publish a newsletter, the majority will say “No”.
Which leads to the next question: “Why not?” Some of the answers are:
- “It takes too much time.”
- “It’s a waste of money”
- “I don’t see any use for one”
The perception is that publishing a newsletter does nothing to keep customers loyal to your business: Many will ask:”How can a news letter prevent customers from going to the competition?” But that’s not really the point. After all, sales and advertising can’t guarantee customer loyalty either, so why do we still advertise and have sales and promotions? They don’t prevent customers from being lured by competitors either, yet advertising
A Company Newsletter is an excellent way for management to both connect with their employees and it also acknowledges their efforts and achievements publicly. Nothing raises the loyalty and morale of a workforce than to be publicly recognized for their efforts. Company Newsletters are also a cost-effective way of getting useful and vital information to their employees. It not only informs, but can also guide and instruct those who read it.
No, we don’t mean sans serif or Italic, but producing and distributing an informational or technical newsletter to a specifically targeted “audience” of readers.
There are three general categories of newsletters:
- Promotional/Marketing Newsletters
- “Relationship” Newsletters
- Professional Newsletters.
Promotional Newsletters, also known as Marketing Newsletters are used by businesses to promote, develop, and expand their business. These newsletters are typically sent to current or prospective customers to announce new products or services. The audience is usually found from mailing lists, surveys or “invitations” imbedded in an advertisement or as part of a promotion. The promotional newsletter essentially tries to make prospects into customers, and customers into repeat customers. These newsletters are generally free to the subscriber, the cost of the newsletter being financed by the company’s advertising and promotional budget.
“Relationship” Newsletters essentially targets people with similar beliefs and interests to create a community of like-minded individuals.
Creating a newsletter is really one of the easiest, most effective and inexpensive way to connect with both your customers and your employees as well. But a newsletter has to be done right to be effective.
Here are some tips to make your newsletter more effective:
Name your Newsletter. Be creative. ”Amalgamated Widgets” may be your company name, but it‘s hardly something that grabs your attention. And the point is to attract attention. Think out of the box, like “Widget Wonderings”, or “Widget World”. Don’t be afraid to be creative. You’re not testifying before Congress, you’re attracting clients and customers.
Avoid Hype: Your newsletter should be informative, but not a sales pitch. Articulate your goals, values, quality and integrity.
It’s like the flu, eventually everyone gets it. “Writer’s block” is an annoying but usually temporary malady where you suddenly have no clue what to write about and no clue where to start. Anyone who writes gets it… eventually. It’s certainly not fatal, but when you have a deadline to meet it can feel that way.
What to do? Part of the “block” is anxiety – you need to meet that deadline, and you have to have something to say! It’s the same for an author writing a novel as it is for a CEO/manager writing a newsletter.
First, step away from the keyboard! Do something else that clears your mind. How many times can you describe “Amalgamated Widgets, Inc.” and make it fresh, interesting and relevant? You can’t; so broaden your perspective.
Don’t wait until you sit down at the computer to start thinking of topics. Walk around the office or factory. Carry a notebook
One of the most effective ways to keep in touch with valued customers and clients is the company newsletter. Newsletters come in all shapes and sizes, but the purpose is the same, to inform and engage your audience and potential customers on a personal level. Whether the newsletter is internal for employees only, or for customers, or both, it can be a great tool to “humanize” your company, put a “face” to your logo and highlight your products.
A newsletter showcases your products and services in the customer’s home, so it needs to reflect the same quality as the products or services you offer. A newsletter is the equivalent of the “door-to door salesman”, but not as intrusive. For both, the trick is first to be invited in, and then be welcomed back again.
Newsletters may be a one-person operation who writes all of the material, or, for larger companies and organizations, by a staff of writers.
A newsletter is a great way to both promote your company and its services, but once you decide to make one, there are some technical issues to consider.
First and foremost is choosing the format for your newsletter. There are several different formats to choose from, and choosing the right format depends on your needs and experience; but first, you need to know what your options are; and what advantages and disadvantages exists for each format, so you can choose the best one for your newsletter.
Yes, it’s the digital age, and you’ve got your professionally designed website and your magazine and television ads are reaching potential clients and customers. You’re online. You’re visible. You’re positioned. So, the job is done, right?
Well, yes, and no. Just like sending a nice, personally written letter to an old friend shows a bit more thought and care. went into the message than just sending an email or text message. So can a company newsletter add another, more personal dimension to your corporate outreach; one that serves both customer and employee equally.
A company newsletter showcasing new products, announcing important milestones and successes, and highlighting company goals, the efforts and achievements of your employees will “humanize” you and your company. You are no longer just a logo. A business newsletter is the perfect forum to present your company’s goals and services, and a forum for clients and employees to express themselves.
In a crowded business environment, A well designed and well-written newsletter can establish long-term relationships with clients, customers and employees. In fact, a business newsletter has proved to be a valuable asset to reach employees,
A newsletter is one of the best ways to keep your name in front of customers and create a working relationship with clients and employees. But what is the best way to do that?
Consider the newsletters you’ve received. Were the articles and information in the newsletter informative? Did you get a better picture of the company, its products, and its people? What you saw, or wanted to see, in those newsletters is what you want in your own newsletter.
Will your newsletter be mailed, accessed online, or both? How often will it be distributed: weekly, monthly, or quarterly? That will determine the level of time and effort needed to produce it. You also need to determine the time and resources you have to produce a good quality newsletter.
As a benchmark,