Although you may not be aware, sending out a periodic newsletter to your audience is a proven strategy you too can use to not only stay in touch with your audience, but when done correctly and consistently, boost your income potential.
Since starting my business in 2009, I’ve refined my communication modus operandi down to a only few key strategies. And one is the use of newsletters in my marketing campaigns. So with that in mind, I want to spend a couple of minutes discussing their effective use.
Before diving into newsletters, I want make a special point of being consistent with your newsletters and delivering what you promise. For example, if you can deliver one newsletter per month, then be sure to deliver that one newsletter each month…you can do more, but be sure not to deliver less than the one you promised. You can always increase the frequency of your newsletters once you are ready and have the leverage to do it….maybe with the help of a virtual assistant.
The use of newsletters will work regardless of the audience you’re communicating with. Newsletters work effectively across business to business and business to consumer areas, and are a great way to stay in touch as well as build trust with your audience. And trust can ultimately leads to an increase in sales provided you follow a few golden rules such as being sure to add real value to your readership as well as making sure to be entertaining.
Newsletters are also very effective strategy to communicate changes occurring inside your business in real time i.e. as they happen. Or, you can set up your newsletter so it delivers parts of an overall message over the period of a few days or more.
When putting together your newsletter, be sure to use a friendly tone and write to your audience. For example, if you’re talking with lawyers, use the terminology or ‘lingo’ used by lawyers, if you’re talking with dog owners, use language used by dog owners…and so on.
Here’s a few insider secrets you need to know to create a great newsletter…
One of the most important secret is to make sure to talk about what else you do and offer in your business. Making sure to do this one thing will open up the door to more engagement and sales. The reason for this is initially a person may have made a single transaction to become your paying customer; and what you need to understand is that the same customer may not be aware that you have anything else to offer that is relevant to them. So be sure to tell them!
This is all about capturing opportunities to sell more to your audience. You want to avoid your customers coming back to you saying things like ‘I didn’t know you did that!’ and with a newsletter, you have an effective tool to avoid this. So make sure that every time you release a newsletter tell them exactly what you do and what else you have to offer.
The second point about newsletters that is pure gold is to tell them what is new or about to be released in your business in the upcoming days or weeks…and on that, keep your upcoming product release forecast to a maximum of two weeks out from actual release. As a business owner, I’m always working on or releasing new products, and my newsletters are the very strategy I use to communicate that they will be available soon.
Remember that existing customers already trust you as they’ve already bought from you..and this is a powerful position for you to be in and capitalize on. Existing customer will be inclined to buy everything you have to offer, so it makes sense to tell them everything. And if you’re business is set up correctly, you’ll have their contact details on your email auto-responder system…and this will enable you to increase your profit by marketing to your existing customers.
Another thing I want you to be aware of is that your newsletter is not about you. Over time I’ve come to realize that people are only interested in themselves and what you can do for them…this is not a bad thing, it’s a fact that you need to be acutely aware of when communication with them. So the key here is to make sure your newsletters are customer focussed. Focus on what’s relevant, interesting and entertaining to them and you will not only help your readers solve their problems, your readership will stay responsive and look forward to buying what you have to offer in the future.
For your newsletter [sent either via post and/or via email] to be effective, make absolutely sure to be consistent. The message here is that your audience will come to expect your newsletter at the same time each month. In fact the frequency of your newsletter is more important than the amount of content inside it…notice I didn’t say the quality of your content…delivering quality content is vital to adding value. So if you remember nothing else from this post, remember that delivering consistent quality content, trumps newsletter size everyday of the week.
I’m always interested in hearing what you have to say…let me know how you use newsletter marketing in your business below.
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