|
This month’s newsletter focuses on, of all things, newsletters –
the sometimes maligned and frequently misused marketing tool. When
employed badly or for the wrong purpose, newsletters can give your
business a black eye and turn off the very customers you’re
attempting to win over.
Conversely, a well-written (translation: interesting, succinct,
informative) newsletter can be worth its weight in gold. Not only
can newsletters be an invaluable tool, but we feel strongly that
they’re a basic requirement for just about all businesses.
That’s why this month’s “newsletter newsletter” gives you tips for
a successful newsletter as well as all the right reasons that
newsletters – again, when done well – are a necessity for just
about any business.
Yours In Success,
The Get It In Writing Team |
|
Return to top |
|
 |
|
|
|
Quick Tip
Strip |
Tips for a
successful newsletter:
Writing your way to a loyal customer base
Just about all companies
have launched – or are about to launch, or have at least thought about
launching – newsletters aimed at existing customers, prospects and/or
colleagues. Developing content may seem obvious and simple (though, of
course we don’t think so!). But there are lots of dos and don’ts.
We choose to focus on
the right way to write your newsletter:
 |
Know your customer
so you can give them news they actually care about. Writing directly to your audience – their wants, their needs, their
interests – is essential. |
|
|
If you’re going to
promote products – do so discreetly. An obvious sales push will
land you in the wastebasket. |
|
|
Use clear photos
and illustrations. They’re worth 1,000 words, but only if
they’re relevant. |
|
|
Keep your design
clean and eye-friendly. Large blocks of black copy are a
definite turnoff. |
|
|
Use catchy
headlines and detailed captions. Appealing headlines entice your
readers to keep on reading and prevent them from over-scanning and
missing out altogether. |
|
|
|
Writer To Writer |
Everything old is new again:
Why newsletters are a necessity for almost any business
Let’s face it. Newsletters got a bad
rap, and unjustly so. Perhaps with the proliferation of junk mail and
spam, newsletters just seemed like a waste of time and money –
consumers were quick to toss them in the recycling bin or hit
"delete."
And besides, it’s not like these newsletters were actually selling
anything, and they weren’t really adding to sales. Or were they?
Newsletters help you connect
Newsletters can do something regular marketing pieces cannot, and
that’s help you form an emotional bond with your customer. Today more
than ever, customers have hundreds of choices, so why will they choose
your company? If your customer feels that you not only understand
them, but that you care about their interests and needs, they are more
likely to remain loyal. With a newsletter, you can:
Give your customers useful news
they can use on subjects they care about.
The key to a successful newsletter is giving your customers
something more than what they expect. For example, if you sell party
supplies, send your customer fun ideas on how to throw the perfect
party. If you sell outdoor equipment, keep your customers up to date
on the best places to go camping, hiking or fishing.
Inform your customers about the benefits of your new products.
A newsletter gives you more room to explain your new products or
services. Don’t just tell your customer what’s new; tell them how
they can use the product and how it will help make their lives
better. You’re not sharing this new product with them to make money
– you’re sharing it with them because you care.
Increase cash flow.
Up-sell your current newsletter by offering a subscription-based
premium newsletter with even more tips, offers and news.
Increase your points-of-contact.
Staying in your customers’ view is essential for sales, but
customers may be turned off if they feel you only care about selling
them things. A newsletter will help you contact a customer, while
discreetly pushing your name and product selection.
Customer service hang-ups
By
Amir Watynski
WatSounds, Inc.
 “Good
morning, We Fix It Fast Equipment. This is Tom.”
Most employees can – and do – rattle off the company greeting
without a second thought. In fact, many can (and probably do) utter
the phrase in their sleep. It’s automatic. Ring after ring, a
greeting takes on the familiarity of a used car lot jingle you hear
over and over.
But the way your employees greet clients on the other line is how
they welcome them to your business. After all, personal greetings
build rapport – and rapport eventually turns into revenue.
You had me at "Hello."
Typically, entrepreneurs look at the bottom line rather than how
they get to the bottom line, but the truth is, it frequently starts
with “Hello.”
Most consumers get frustrated with pressing buttons in order to
reach a live person – and usually don’t succeed or merely hang up in
frustration. The lesson here is: if possible, always opt to have
your phone answered by a real person, not a recording. If this isn’t
viable, make sure that callers can reach a live person by pressing
no more than two buttons. There’s nothing worse than feeling like
you’re stuck in a voice-mail maze.
Answer it ASAP
Another customer service must-do: Always try to have your phone
answered in four rings or less. Ignoring calls or letting the phone
ring too long without a personal greeting or a voice-mail pickup
tells your customers that you’re disorganized or – worse yet –
simply don’t care.
Customize the greeting
Finally, if callers must be put on hold, consider the value of
launching a customized recording that promotes your products and
services while enhancing your image.
Amir Watynski owns WatSounds, Inc., a South Florida-based company
that provides customized telephone “on-hold” recordings to
businesses of all sizes. Amir can be reached at 954-255-0720 or via
e-mail at: amir@watsounds.com.
|
|
|
|
|
NEW PRODUCT ALERT: e-Press Kits
We’re leveling the playing field for
all businesses looking to gain next-level kind of publicity. Get
It In Writing’s e-Press Kits are professionally written, all
electronic (so no printing or mailing costs!) and available at a
low, LIMITED TIME introductory fee of $799 for a four-page kit
(regular price is $899).
Click here for more information, FAQ and to get started.
Take our latest survey!
. |
Visit our sponsor:
 |
|
|
Return to top
|
|
Welcome
To Our
New Clients |
|
AAA Mortgage & Investment Group, Inc.
Aeronautical Systems Inc.
Agility Mortgage™ Corporation
American Capital Advance, LLC,
Assured Consulting, Inc.
Custom Drapery and More
ID Check Direct
J.D.R. Design Group, Inc.
Med Gen
PC USA
Steven Douglas Associates
|
|
Return to top
|
|
|
©2006 Get It In Writing. All
rights reserved. You are fr^ee to use material from the Get
It In Writing publication as long as you include complete
attribution, including live web site link. Please let us know (newsletter@getitinwriting.biz) where the materials will appear. The attribution should read:
Get It In Writing, Inc. is a leader in developing the
messages, words and ideas of business communications. The firm, which has
built a solid reputation as a trusted and indispensable resource for
professionals in marketing, advertising, sales, graphic design, web
development, public relations and branding, helps clients harness the
power of words to communicate, sell, inform, educate and publicize. For
information, free resources and/or to buy services online, visit
http://www.getitinwriting.biz/.
Tell a Friend: It’s tough to beat a
"word-of-mouth" recommendation from someone you like and trust. Please
tell your colleagues, clients and friends about Get It In Writing.
For Sponsorship & Partnership
Opportunities:
E-mail
us.
To Subscribe Fr^ee: Visit
http://www.getitinwriting.biz/.
Privacy Policy: We never rent, trade or
sell our e-mail list to anyone for any reason whatsoever. You'll never get
an unsolicited e-mail as a result of joining this list.
Attention: Please add
newsletter@getitinwriting.biz to your address book so you have no trouble
receiving future issues!
Get It In Writing, Inc.
email:
newsletter@getitinwriting.biz
phone: 561.989.8555
web:
http://www.getitinwriting.biz/
|
