When I speak live I often refer the “magic of a customer newsletter” because a properly written newsletter can truly do magical things for a business. One of the big reasons is that newsletters are not perceived in the same manner as a postcard, a flyer or other forms of direct mail marketing. When people receive these or anything else that has a sales and marketing feel to it, their guard goes up and they think, “Uh-oh. What are they trying to sell me?”
Newsletters tend to be informational, making them more welcomed when they are received. As such they have higher readership than other forms of advertising. People also tend to be more receptive to what you have to say in your newsletter because newsletters aren’t meant to be sales tools. Rather, they are designed to be a resource.
In one of his No B.S. Marketing Letters, Dan Kennedy put it this way, “People are conditioned to be less resistant to reading information, such as articles, than they are advertising.” Since people are conditioned to be less resistant to reading information, which is exactly what a newsletter should be, most people read a newsletter with their guards down.
A customer newsletter is the strongest marketing and business building tool available—bar none.
(more…)
