June 2003

Power marketing tool

Newsletters are the single most valuable marketing tool you can employ. Fill them with content that informs your readers about issues that are important to them--especially as they relate to how you do business with them. They can be paper (costly but tend to be held longer) or electronic (inexpensive, easy to save and/or quote from). Format doesn't affect how valuable they are. Content is all.

Despite the proliferation of email communications, if you've introduced yourself to a prospect and obtained permission to send periodic messages (they can opt-in via email or just ask them on the phone), if your newsletter adds value to their work, they will read it and they will remember you.

Do NOT be tempted to shortchange the content. All it can take is one issue that's not well done and arrives in their inbox on a bad day for them. You can be branded as a time waster--the last thing you want anyone to ever think about you.

Download your free copy of my pamphlet, "The Nine Steps to a Dynamic Customer Newsletter" for tips on how to build it right.