Newsletters Work "Marketing Magic," Achieve
Goals
As today’s cost-conscious organizations
continue to streamline operations, marketing success depends on implementing
only the most cost-effective methods to promote, expand, and position an
organization. In a growing number of cases, that means publishing a
newsletter.
In fact, an estimated 100 million newsletters are published
throughout North America today, which makes for some stiff competition.
Still, experts advise that a good newsletter may be the best investment an
organization will make toward achieving its goals and objectives.
Inc. Magazine recommends, "Newsletters, when done right,
can work marketing magic: they can build awareness, expand a customer base,
encourage repeat business, introduce new products, help position a company,
and save you a bundle in the process."
And a good newsletter can work wonders for all kinds of
organizations—business, industry, entrepreneurs, professional associations,
government, not-for-profit and advocacy groups— when they’re done right.
Here are six "secrets" to publishing a successful newsletter.
| • |
Select your audience.
Don’t try to be all things to all people. Newsletters provide an ideal
opportunity to direct communications toward specific publics. Decide who
you want to talk to, and tailor your message to them. |
| • |
Focus on what THEY want to know,
not necessarily what you want to tell them. Successful newsletters don’t
sell—at least not directly. They offer information readers can use. If
your newsletter sounds like an ad for products or services, chances are it
won’t be read. |
| • |
Meet specific objectives.
Like any marketing device, your newsletter should set out to achieve
specific organizational objectives—stimulate referrals, increase sales to
existing clients or customers, attract new members or customers, position
your organization as expert in your field, for example. Design and write
each issue with your specific objectives in mind. |
| • |
Involve your readers,
so that they develop a sense of belonging, partnership or kinship with
your organization. If appropriate, include articles about members of your
audience, highlight their expertise when applicable, ask them to
suggest topics of interest and then use their suggestions. |
| • |
Make sure you
are communicating. There are many ways to verify that
your message is being read. You may enclose an offer that requires a
reader response, such as a merchandise coupon or response card to
receive additional free materials and information; include a change of
address or add to mailing list card; or ask individuals for their
impressions of the newsletter during other communication. |
| • |
Create a lasting and consistent impression. Your
newsletter’s design should reflect your organization’s personality or
identity. Make sure your logo is prominent, and that the newsletter
visually compliments other organizational publications— letterhead and
company brochures, for example. Choose a format and stick to it. You may
create several regular newsletter columns to repeat in each issue.
Consistency will reinforce your message. |
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