Warning! This post contains phenomenal information on how to grow your business and boost your profits with a monthly customer newsletter. But you should also know that I’m also going to challenge you not to be what I call a newsletter pansy!
It’s a fact that customer newsletters help businesses succeed. And the best and most effective way to grow your business, boost your profits, and get more customers for life is to mail monthly. Anything less frequent than monthly means that you are simply being a newsletter pansy.
Dollar for dollar, newsletters are the most effective marketing tool available. Plus, customers who read your newsletter are usually in a good position to do business with you again and recommend your product or service to others. And that’s where your new business comes from! Let me share with you more of what I call the magic of newsletter marketing.
Newsletters are not perceived in the same manner as are postcards, fliers, 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 work well because they tend to be read as informational, making them more welcome 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.
Because 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 guard down. This is a HUGE marketing advantage. When your customers’ guard is down, they are open and receptive to what you have to say!
Now I want to share with you five of the many proven ways that newsletters will help your business grow.
Secret 1. Newsletters Help Keep Customers
Your current customers hold the best prospects for future growth. Plus, the longer they are customers, the more likely they are to spend with you. A monthly company newsletter helps you stay top-of-mind with your current customers. When your newsletter arrives, your customers start to think about you. Issue after issue, your newsletter reinforces your relationship with your customers and gives you a way to tell them about products and services they may not know about.
Secret 2. Newsletters Help Get New Customers
You want your newsletter to help you get new customers. Informative articles give your newsletter what marketing pros call “pass-along value.” Your newsletter makes it easy to pass on the information. Because people read newsletters as a publication and not as a marketing piece, a newsletter is a great way to tell potential customers about your business.
Secret 3. Newsletters Help Build Credibility
When people read your brochure, they treat it as a piece of marketing literature. But when they read your newsletter, they treat it as a publication. Your newsletter also gives you the opportunity to tell people success stories about what you do and how well your products work. You can illustrate the benefits of your product or service with statistics and customer testimonials. Credibility is a huge benefit of a monthly printed newsletter.
Secret 4. Newsletters Help You Stand Out from Your Competition
Since you decide the direction and content of each newsletter, you can differentiate yourself from others—especially the larger businesses that typically do not produce customer newsletters.
Secret 5. Newsletters Help You Build Your Brand
Branding is the art of making people aware of who you are, what you do, and how you’re different from and better than the competition. You want to have a little bell go off in people’s heads when they hear your name. You want them to say, “Oh, yes, they’re the people who…”
So there you have it—I simply can’t say it any more clearly! Publishing a monthly customer newsletter is smart. Not doing so, no matter what business you’re in, is simply being a newsletter pansy.