Page 234 - Duct Tape Marketing

218 Part IV: Getting the Word Out without Advertising

Newsletters can accomplish the following for your business:

ߜ Build credibility and reputation

ߜ Provide a means of frequent communication

ߜ Deliver news from your company and your industry

ߜ Answer questions, usually through a question-and-answer column

ߜ Offer tips that enhance the credibility of your business while also build-
ing customer confidence and loyalty

ߜ Share profiles of employees, customers, and success stories

ߜ Convey industry information (with permission, of course)

Newsletter planning advice

Newsletters work only when they’re produced and distributed on a consis-
tent basis, which means you have to commit to the long haul before you
undertake the first issue.

As you make your decision, consider the following:

ߜ Define the purpose of your newsletter. Is it to keep an open line of com-
munication with customers? Is it to share promotional offerings? Is it to
enhance your reputation by sharing company news and success stories?
You may have one or several objectives. Know what you expect from
your newsletter before you design or write the first issue.

ߜ Establish how often you will produce and send your newsletter. Weigh
two considerations: How often are you and your staff able to get a
newsletter assembled and distributed? How often is your customer
interested in hearing from you?

ߜ Decide who will receive your newsletter. You might start with a list
that includes customers, prospects, suppliers, and other business
friends. Grow your list by featuring a free newsletter subscription invita-
tion in direct mailers and other direct-response marketing efforts.

ߜ Set your newsletter budget. How many will you send — and how often?
Will you handle the task in-house or hire outside writing, design, and
mail service help? Tally the costs and be sure you can afford to commit
to the project for at least a full year.

Writing and designing newsletters

Here is good news for small-budget marketers: The most effective newsletters
look newsy and current rather than expensive and labored, which translates
to the fact that newsletters are among the most economical of marketing
materials.