Make it worthwhile! Like any other newsletter, it’s main purpose is to further brand yourself and to reach out to clients.
An important thing to remember is that an e-newsletter is not a one-way conversation. Properly written it will get a respond from your clients. Let’s look at what makes an e-newsletter an effective branding and communication tool.
- It’s appearance should be consistent. Spend a little time and a few dollars and design your e-newsletter with your name and logo; this is part of your branding process. Once you have found a presentation format that you feel represents you and your firm, don’t change it.
- It should be brief and easy to read. Don’t write a book; be clear and concise.
- I feel that you should author your own articles; that gives you credibility with your clients.
- It should be sent out at least monthly, preferably twice a month, and at the same time of the month.
- Topics should be news worthy and of value to the reader.
- Start your e-newsletter this month even if you only have a few e-mails.
- Always get permission before you add a name to your newsletter mailing list.
- Carry several past issues with you and show them to potential clients and ask them if they would like to receive this publication on a regular basis.
- Remember, it’s not the number of names you sent your newsletter to, but the quality of the recipients.
The extra feature you offer is as follows: Invest in 100 printed ( with your name and logo) three ring binders and also buy 100 three hole punch machines. Call on each of your clients and present them with these two tools and tell them to print each newsletter and to keep it in this notebook as a reference source.
On an average, my clients tell me it takes them about 4 hours to write a newsletter. That is a small amount of time to invest in an effective marketing tool.
An activity becomes creative when the doer cares about doing it right, or better.
Certified Financial Planner
Business Coach and Mentor
Have a great day!