Some Thoughts on Effective Client Newsletters
Wow! Looks like it’s been quite a while since I’ve “blogged”. Been very busy though and with some recent elective surgery I had in late February, just haven’t had the time to jot any notes here.
One nice result of my time away from work (resting and recovering from surgery) was very small amount of client issues I needed to attend to. This was, I’m hoping, due to the pre-op preparation I did; getting client projects and work completed ahead of time, alerting clients to my impending absence, and postponing meetings and future projects to when I felt I would be ready to tackle them.
Keeping clients in the loop about pending surgeries and industry trends, new ideas and products, new services being offered, etc., can be accomplished via the client newsletter. In fact, newsletters can be an effective client communication tool in many ways. The key here, though, is creating a good newsletter that is concise, informative and interesting to read. Good newsletters can also increase your sales, improve client goodwill and set you apart from the competition. If they’re dull, unimaginative, or even sloppily slapped together, they can create negative perceptions about your business and your own professionalism.
In my career, I’ve read (and slogged through) many newsletters and information pieces. Some were good, a few were interesting enough to keep, but many were just awful. Ironically, many of the worst were those that were professionally printed. Why? Because these newletters, (with a professional picture of the smiling agent in the upper-left corner), didn’t “speak” to me. They contained generic information that I could have found in many other sources, didn’t apply to my own situation or interests and usually contained promotional text blatently trying to sell me something, (and we all know how appealing that is!).
If you are using or considering using a client newsletter, here are some tips:
1) Make it personal. In today’s competitive environment, regurgitating facts and figures may or may not peak your customer’s interest. If the information is the same as they read last month in USA Today or heard on the evening news, they’re probably not going to be all that impressed. Newsletters ought to demonstrate your awareness of your clients’ concerns or issues and even point out future issues they may not be aware of. Adding your personality to the newsletter sets it apart from the “boilerplate” variety we’ve all seen a hundred times before.
2) Make it relevent. Discuss items your clients will understand and appreciate. Include examples and simple stories on how a particular product or solution solved another customer’s problem. Show your customers or clients you are up-to-date with current industry or consumer trends.
3) Include new product or service information, but keep it light. Don’t allow your text to drown in jargon or details. Talk about new events at your business, but provide just enough information to possibly tweak their interest and invite the customer to call you for more information. (Could lead to new sales to current customers!)
4) Include upcoming sales or promotions, but don’t “shout” the details. Newletters should be interesting information pieces, not sales flyers.
5) Thank your customers and clients for their business. It’s competitive out there. Make sure they know you appreciate their business.
While I’m at it, Thank YOU, for taking the time to visit my website and read my blog. If I can help you with a client newsletter or other marketing material, send me an email (kevin@wordsworthwriter.com) or call me at (401) 842-8151. Think spring!
Kevin