Newsletters Build Connection
April 21st, 2008 | Published in Marketing | 2 Comments
I talk to people all the time about newsletters, and how they benefit a business.
Maybe you’ve kicked around the idea of starting a newsletter. It sounds like a great idea, lots of other businesses seem to do it, and it’s a great way to stay in front of your potential clients. But it also seems a little overwhelming, and really, what would you write anyway?
The other thing I hear practitioners worry about is, they feel they may be pestering people by sending them something on a regular basis.
As long as you don’t over-do your newsletter (meaning sending something excessively), the risk of pestering people is minimal.
If you have a way for them to “opt-in,” it’s their choice whether they sign up or not. Also, if you’re up front about how often you’ll be in touch, people will know what to expect when they sign up for your newsletter.
The truth is, people want that connection from you.
The people that say they want your newsletter are telling you that they want more of you – they want to hear from you regularly, because they’re interested in how you can serve them. And, they want to deepen the connection with you.
This might be sounding like a lot of work - but I promise you, it’s really not all that bad.
Your newsletter can be exactly what you want it to be – exactly what fits into your life, your schedule and your business.
Here are three essential things to include:
1. Include a personal touch – like the Note from Jenn above, adding something personal allows your subscribers to connect with you on a deeper level. They see things they may have in common with you aside from your business. They get to know the you outside of your office.
3. Tell us what ya got – make sure to include information about how you can serve your clients. Again, they’ve subscribed to your newsletter because they’re interested in how you can serve them. Definitely include information about your services and products.
Questions for discussion:
Do you have a newsletter? Why, or why not?
Do you have questions about newsletters? What are they? We’d love to help!
What is your biggest newsletter pet peeve?

About Jenn Givler
April 22nd, 2008 at 7:40 pm (#)
Jenn, even though I always loved the idea of newsletters, I am so involved with blogging and groups and twits, etc. that I don’t know if I am going to do it again.
Great interview today. People can download it here:
http://www.blogtalkradio.com/drsallywitt/2008/04/22/Jenn-Givler
Always a pleasure, Jenn!
Sally
http://www.drsallywitt.com
April 25th, 2008 at 4:55 pm (#)
Yes, Jenn, I do have a monthly newsletter for my business. Your tips above are spot on for how a newsletter can help a business.
As you mentioned, the subscriber has already taken the time to subscribe to receive your newsletter and that means they are interested in what you have to say and offer, so you can do some promotional pieces in your newsletter. However, (and this is the other great point you brought up) add value to the newsletter. Give your subscribers resources, tips, and ideas of things that will help their business. If they enjoy reading your newsletter not only will they stay…however, they will ALSO tell others to sign up for your newsletter.
It is a nice “gentle” non invasive (because they have signed up) way for you to stay connected with your target market.
Thanks Jenn for this nice post about newsletters
Sincerely,
Teresa Morrow