As someone who has sent a newsletter on the last working day of every month (apart from in December, because it’s Christmas) since June 2012, I’m a firm believer in the value of newsletters.
If you’re considering one for your business, here are a few reasons why they’re a good idea. There are a few words to the wise on the logistics too.
A newsletter demonstrates expertise
A newsletter is a great place to position yourself as the expert in your field. Tips, advice, industry commentary all help show you know exactly what you’re talking about.
A newsletter demonstrates reliability
When you turn up in someone’s inbox or letterbox regular as clockwork, you demonstrate impressive reliability that is reassuring for potential customers.
A newsletter ensures you’re top of mind
A regular newsletter means you’re more likely to be top of mind when your services are needed. After all, isn’t it easier to go to people you already know than starting your search afresh?
A newsletter gives you a chance to build a relationship
A newsletter is an opportunity to show your customers different aspects of your business – team members, behind the scenes activity and so on. By sharing this information you’re building a relationship and building trust.
A newsletter gives you a chance to sell
A newsletter is a great way to add value to your relationship with your target market. It’s value that’s easily diminished if it turns into an out-and-out sales pitch. That said, there’s always opportunity to promote new products, services or developments as long as they don’t start to dominate.
Tips for making a newsletter manageable
Of course, weighed against all these benefits is the fact that a newsletter will involve a regular chunk of work.
To avoid adding too much to your workload, think strategically. Make sure every article you write is repurposed elsewhere (or vice versa). Whether it’s fodder for social media, material for a press release, the key points from a presentation given by one of your team, a great Instagram photo or anything else, it all makes for valuable newsletter material. Not only will you avoid creating too much extra work, you’ll also foster consistency across all media platforms, creating trust in your audience.
Put a template structure together so you know what you need to get together for every newsletter. Have a plan in place for sourcing, writing and compiling the content so it can happen like clockwork, not in a panic shortly before it’s due to go out. And delegate tasks so the whole team is involved and it doesn’t become a millstone round a single person’s neck.
Set goals and objectives for your newsletter so you can assess its value and see what works and what doesn’t. not only will this ensure you get return on investment it will also encourage you to get it out the door on time every time.
If you’re considering a newsletter and would like some copywriting support, get in touch and let’s have a conversation.
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