Use Newsletters to Get Your Word Out!

Some of the better real estate agents have the right idea. Some dentists and doctors also have more than just good bedside manners. A few CPAs I know do more than just work on figures. And I've seen some gardening and nursery supply stores growing their business in more ways than one.

What are they doing?

They send out newsletters to their prospects, clients, and former clients.

The newsletters are not just sell, sell, sell pieces either (although some businesses are sort of clueless and try this type of hype distribution, not realizing that they are only adding to landfill and recycling bins).

Good newsletters contain useful information--stuff you can cut out and stick on the refrigerator door. Stuff that will save you money, make you laugh, provide helpful suggestions, or give you some interesting tidbits of newsworthy items.

For instance, we have about four real estate agents who send us a newsletter regularly. Not month, not quarterly, but perhaps every month and a half. The newsletters range from glossy, four-color productions with photos and obvious chest-beating "self-advertising" to what looks like home-spun, typed and photocopied "holiday letters". But even the glossy, four-color production has good information in it and an interesting presentation. And the "home-spun" newsletter has recipes, house-cleaning tips, and neighborhood news.

My kids' orthodontist sends out a bimonthly newsletter to his patients' families. His newsletter is only one two-sided sheet of paper, printed in only two-colors. His newsletter includes commentary about the local high-school sports teams, news items about what his patients are doing in athletics, scholarship, community service, and other forms of achievement. He also has tips for orthodontic equipment care, oral health, and so on.

The newsletters I've received from two CPAs have information on recent changes in the tax laws (seems like this changes frequently enough that it gives them stuff to put in their newsletters), and tax-saving tips.

A local gardening store and nursery has a regular monthly newsletter that is a four-fold, newsprint, black-and-white publication. The newsletter has coupons for particular items at the nursery, tips for planting and maintaining various kinds of plants, soil preparation tips, pruning tips, and interesting facts about gardening, lawns, and trees.

The key point is: when we think of a dentist, or a real-estate agent, or a place to get gardening supplies--who might you assume we think of first? Those who keep in touch with us a lot. Those who help us to connect with the community. Those who help us laugh. Those who share interesting items with us.

When I was at the car lot, I managed to get out two newsletters before leaving the field for greener pastures. Newsletters--something that seems rare for car dealerships. I wrote the newsletters myself, laid them out myself (having a background in technical writing and editing helps with this chore), and ran the final copies off, double-sided in color, at a local print-shop. Of course, I let the owner of the print-shop keep a copy of each newsletter to post on his bulletin board (not only to provide an example of what can be done --for the benefit of his customers who want to do something similar... but also to gain a "little more exposure and advertising" *grin*). I mailed the newsletters out to folks who had visited me on the lot, folks who had bought cars from me, and folks I met in the service department. What did I have in the newsletter? How about tips for getting better gas milage? Ideas for keeping the kids entertained on long trips. One couple who I met on the lot were there only to get an "Owner's Manual" for a very old and rare limited-production model of a certain kind of car. I tried to help them locate the manual by doing an Internet search. Didn't find a manual, but I *did* find some pictures of the vehicle and some sites that had more information. This information on this car became an interesting "tidbit" article that I included in the newsletter. I also had a comparison table that listed the towing weights and capacities for various models of our trucks, vans, and cars--with tips on safe towing.

Almost any business could use the extra marketing power of a newsletter. Most business owners know their business inside and out... and perhaps assume that their customers are just as knowledgeable about their particular business. But sometimes, customers appreciate your newsletters telling them what *you* think is obvious, but what the customer finds as a fascinating, previously unknown information tidbit. The newsletters establish you as an authority--as the expert in your field.

Customers also like reading about themselves--or folks who have similar reasons to patronize your business. Newsletters are an excellent way to communicate with your valued customers... newsletters are cheap compared to other advertising methods, and, if prepared correctly, they will float around the household longer than just traditional flyers and other mailings. Sure, some will wind up as bird-cage liners or as something to wrap the leftovers in the fridge before getting tossed. But if you put enough good stuff in your newsletter, it may get displayed on someone's refrigerator or file cabinet for a nice long haul--which, in advertising, is the goal... keeping yourself in your clients' and potential clients' minds.