by: Jim Palmer, The Newsletter Guru (GKIC-Philly Chapter Member)
The two questions people most often ask me are: What do I put in my company newsletter? and How often should I publish? Many companies want to write about what they do, they products they sell, and their latest success story. If written correctly, some of this type of content is okay, and it presents yet another chance to reinforce your reputation as an expert in your industry. However, it is vitally important that your newsletter not be perceived as another sales piece or simply marketing material. Your newsletter should also be light, fun, and interesting to read–so your clients will look forward to it. And if they read it–they’ll remember you.
This brings me to my next point–how often you should print. By far, you will get the most bang for your buck if you publish monthly. If this is not possible, then publish every other month. One of the main goals of your newsletter is to enhance your name-brand recognition, and that is accomplished with repetition. Another main goal is to keep your name top of mind so when your customer or prospect is ready to buy, your name will be the first thing they think of. In addition, as Dan says, newsletters are a highly effective way to maintain your fence, keeping your “herd” in and poachers out. “Fences” that are only tended to four or six times per year tend to rot.
In the next issue, we’ll discuss the difference between print and e-mail newsletters.
Stay tuned!
