Do Not Fear The Newsletter

By: Janice Jenkins
Submitted: 2008-06-30 22:04:49
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I’ve found that one of the biggest obstacles to successful newsletter printing isn’t apathy on the part of the consumer, as one might expect, but rather apathy on the part of company executives. If you’re telling yourself that your business is too small for a newsletter or if your forgoing newsletters because you think your customers don’t really care what goes on with your business, you are really selling yourself short. A professional looking newsletter can grow your small business and generate consumer awareness and interest.

Finding Purpose - This is often the hardest part for first time newsletter writers. The easiest solution to overcoming this hurdle is to sit down with a pen and paper and make a list of any recent or upcoming changes in your business, even if you don’t initially think they would be of interest to your customers. What strikes you as a mundane part of your business may actually be enlightening or entertaining to readers who don’t see it everyday like you do. Of course, keep in mind any product changes, price changes, employee changes or location changes.

Using Tone - Obviously, your newsletter shouldn’t have the same feel as your intra-office memos and they shouldn’t just be one large medium for hawking your wares (though you shouldn’t shy away from product promotion). The key to building a relationship with your customer is keeping your writing personal and casual. Think of it has having a conversation with an individual customer face to face. Sure, you’re going to talk business, but you’ll likely end up answering questions about your life outside of work as well. Just make sure to keep your tone light and positive. Include humorous anecdotes or just take the opportunity to thank people for their continued support.

Fill It Out - The blank page is the bane of all writers. This is doubly true for first time newsletter writers. Don’t panic trying to figure out how you’ll come up with enough text to fill a newsletter. Your newsletter shouldn’t be a big wall of text anyway. You should be using pictures to illustrate your articles for your customers and you should break up your articles with entertaining things like quotes, trivia, puzzles or even recipes for that upcoming 4th of July cookout.

Newsletters can be a bridge gaps between your company and your customers, making them feel connected to your company while keeping them informed of changes to your business and your industry. They can let your customers know about product updates and new product offerings that might otherwise go unnoticed. If you aren’t currently running a regular company newsletter, quit making excuses and start reaching out to your customers today.

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