If you could do just one thing to market your business what would it be? My choice is simple…a monthly newsletter. Why? Marketing Guru Dan Kennedy believes (and I agree) that you lose 10% of your influence with a customer or prospect each month you don’t communicate with them. If you go for a year without any communication, you’ve lost all influence. It’s like starting the relationship all over again. The easiest way to keep your influence is to use a monthly newsletter. Most businesses don’t send a newsletter for one of two reasons:
- The business owner wants to but never gets around to it.
- The business owner is intimidated by the pressure of writing something good EVERY MONTH.
Neither reason is sufficient. Owner #1 claims he’s too busy, but the truth is a monthly newsletter allows him to leverage his time by writing a single message and sending it out to all of his clients. He could never personally deliver that message by phone or face-to-face…but in the newsletter it’s possible.
Owner #2 doesn’t feel comfortable writing. Tack on the pressure she feels to produce great content each month and it becomes overwhelming and doesn’t get done.
Really there should be no pressure. There’s content all around you. Everytime you read the newspaper, a magazine or a book, you discover content for your newsletter. Comment on an article, an event or a recent trend. It doesn’t need to be long. One page (about 500 words) is plenty to get started. I clip articles and put them in a file. Then review the file when I sit down to write our newsletter. It couldn’t be easier.
To trim the cost, consider using an email newsletter. Services such as iContact.com, aweber.com or constantcontact.com allow you to upload a list of clients, create a message and send it within minutes of signing up.
There are also services such as Jim Palmer’s Success Advantage that will provide you with content or even take care of the entire newsletter production. You just give them the mailing list. So really there’s no excuse for not having one. It’s the simplest and cheapest way to stay in front of your clients and prospects.