Start Spreading the News

Yes, electronic newsletters are in abundance, and many people feel that the field is too crowded. But, there's a reason for the hooplah (and it's the same reason that Burger King builds stores across the street from McDonald's-- people nearby are buying hamburgers!)

People like to read specific, brief newletters that bring value to their particular interests and professions. The newsletter should be a single screen on the computer, or a two-to-four page (four-color) hard copy mailing. It should be a non-promotional piece, with your copyright and contact information prominently displayed. If it is quick and easy to read, you have a much better chance of your audience taking the time to go through it and relating this value to you and your company.

After the newsletter content and tools have been finalized, you should review the messaging used to subtly answer prospect and customer questions like:
1. What does your company do?
2. What products and services do you offer?
3. Why should I do business with your company?
4. Tell me about your new products or services, etc.

Again, SUBTLY is the key word here. A newsletter implies "news," so make sure that yours is commenting on all the wonderful happenings in your industry, how they affect your company, and how they should be impacting your customers in a positive way.