I recently had a lot of fun (and frustration!) in launching our new website. Blood, sweat and nearly tears went into the website refresh, and I’ve been researching how to use a newsletter to efficiently market your business.First, let’s consider why you would want to send out a newsletter. There are two main purposes to sending out a newsletter on behalf of your business: to establish yourself as a trustworthy expert in your readers opinion, and to keep your business and yourself top of your reader’s mind. Therefore, when a reader of yours wants to hire the services of something you offer, they are more likely to get in touch with you. 1. Make it short and snappy In today’s information-rich world, people don’t have time to read a long, lengthy newsletter. Keep your newsletter’s length to a maximum of a screen depth. If you want to write a long article, provide an extract and link to where your article is held on your site. The width of your newsletter should not be bigger than the default “reading” panel in Outlook. 2. Start at the beginning Before you start writing a regular newsletter, identify why you’re going to write it and what your your target market is for the newsletter. Then identify topics that your target market would be interested in reading about. So, for example, if your target market is pig and dairy farmers, you may want to write about trends of prices for pork and dairy at the farm gate, or how to increase your herd’s milk yield… You get the idea. 3. Give yourself or your business a starring role You’re not writing a newsletter to promote someone else’s business, are you? To firmly establish you or your business as an expert in the eyes of your readership, make sure that at least 25 per cent of the newsletter space is about you: what’s you’ve done, your products and services, client testimonials, recent client case studies, awards, etc. When you’re talking about a specific subject, aim to highlight recent successes that you’ve had with clients (or customers). 4. Make it personal As the saying goes, people buy from people. Have your own picture, or a picture of your team, in the newsletter. Drop in a few personal anecdotes about what you’ve been doing or are looking forward to doing. 5. Put a time-limited special offer in People are more likely to take you up on an offer, e.g. 10 per cent off, if you make it for a limited time (a few days or weeks). And don’t forget to state that the offer is exclusively for readers of your newsletter.
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