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What they can accomplish – A well thought out newsletter, properly executed, can be a powerful form of direct marketing. For instance, they can be . . .
- A way to deliver a marketing inexpensively in between – or in lieu of – one-on-one visits by a salesperson, selling your products or services in an extremely cost-effective manner.
- A means of establishing your expertise in your field, reinforcing your position in the market and pre-empting the competition.
- A way to present an image of what you'd like to become – not necessarily what you are today, but what you will be in a year, or five years – to customers and prospects who are looking for an alternative to their current supplier.
- A medium that communicates to employees and other stakeholders, not just because we've always done it, but because the organization expects specific outcomes: increased productivity, perhaps, or lower turnover and reduced training costs.
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When they're a bad idea – You don't want to waste money on a newsletter when . . .
- When there's no clear-cut goal for the publication.
- When the only reason anyone can give is "We've always done it this way," or "Well, I like it."
- When, in appearance or content, the publication projects an image that's not in keeping with broader marketing goals.
There are lots of outfits offering to publish newsletters nowadays. If you're interested in a low-end, cookie-cutter job that puts something in the mail but may not accomplish any measurable goals, go ahead and give them a call.
But if you're looking for a proven way to create or maintain a corporate image, to create a new kind of long-term relationship with your business partners and, most of all, to sell product, call us today.
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Newsletters – such as these for a national restaurant chain and a
community bank – can be a powerful and cost-effective form of
marketing.