Did you know that for every month you are NOT in contact with your clients and customers, you lose about 10% of the value of your relationship with them?
How often are you in touch with your clients and customers?
A monthly newsletter is an ideal way to stay in touch with clients and customers, it is inexpensive, and really is not that hard to do.
Remember, it is much more cost-effective to do whatever it takes to keep your current clients and customers than it is to try to woo new ones. Your current clientele is like gold! Even if they only buy a one-time item from you, don’t forget that they are excellent sources of diversified marketing strategies or for referrals. Referrals are not to be discounted. Without referrals, your business influence is severely limited.
A newsletter should consist of five major components:
A personal touch from you, the owner of the business. Some people write a quick note to their readers. Others place editorial comments throughout the newsletter with their name after the comment.*****
Educate your clients and customers. This is a great place to let people know how best to use your products and services. You might even consider highlighting other clients and customers and how they are using your goods and services. While you can’t be everything to everyone, you can certainly let them know what you do well!*****
Inspirational articles that give people something to think about and feel good about themselves. The better people feel after reading your newsletter, the better the impression they will have of you and your business. Remember, you want them to associate a “feel great” mentality to you! You might include inspirational quotations, or articles about ways to improve their performance, health, or attitude.*****
Testimonials that reinforce the idea that you are the best person to be doing business with. This is a huge point. People like to be part of the “in crowd”, and testimonials further cement the idea that doing business with you is the right thing to do.*****
Use your newsletter as a direct response opportunity. While your newsletter should not be filled with ads and information about you and your company, you should not be shy about asking for referrals, providing special offers to people who refer other customers to you is just good business. Go into partnership with another small business. Combine your efforts. Is there a restaurant nearby? Can you purchase discounted gift certificates from them, and give them to customers who refer paying customers to you? Get creative. Unite with other small businesses and make it worthwhile for clients and customers to do business with all of you.
Start off with a page or two…the important thing is to just get started today! You can pretty things up later, consider it to be a “work in progress”. The next several postings will cover newsletter creation ideas in a lot more detail.