Are you missing out on an easy way to build customer loyalty, increase revenue and get referrals?

Are you sending a newsletter to your clients each month?

Many business owners do not publish a newsletter. Here are some reasons I’ve heard why they are not being done.

  • It takes too much time to put a newsletter together.
  • We didn’t see a response.
  • We do send one when time allows.
  • Newsletters cost too much money.

Are any of these reasons familiar to you? Let’s take a look at each one.

It takes too much time to put a newsletter together. This is the number one reason we hear most often and why we started offering this service to our customers. If writing is not your passion or if you do not have someone who can help you with this, consider writing a condensed version. With our “done for you” service, our newsletters are 4-pages, 11 x 17, folded down to 8.5 x 5.5 (ready to mail) which is a pretty standard size newsletter. This size allows for a decent amount of information that can be read quickly but not too much content to make it a project where people will want to set it aside for later. If this size seems too daunting a task, may be a 1-page version, 8.5 x 11, tri-folded version that can still serve as a self-mailer would be easier for you to do. You could include a short paragraph about what is happening with you and your business along with other smaller bits of information. Some helpful ideas on what to include are listed below.

We didn’t see a response. Response from a newsletter takes time. As with all forms of advertising, repetition is essential. People need to see an advertising message anywhere from 8-12 times before they will take action. Although you should be able to get response much quicker than that since you are sending it to people who already have a relationship with you. Be sure to include some type of offer so they have something to respond to. Don’t expecting to see phenomenal results just by sending it once or twice. That would be unreasonable. Let your customers get used to receiving a newsletter from you. Remember you are building a relationship and that takes time.

We do send one when time allows. The point of doing a newsletter is to have “regular” communication with the people who have expressed interest in your products and services. It is important to keep it on a schedule whether it be weekly, monthly, or bi-monthly. Your customers will then come to expect receiving your newsletter. We recommend you do a printed version once a month at minimum. Newsletters done on a quarterly basis do not have the same impact as one sent monthly and will not generate consistent revenue. There is too much time in between newsletters for your customers to forget about you. Sending them out monthly keeps you at the top of your client’s mind.

Newsletters cost too much money. For as little as a $1.00 per month per customer you can be in regular contact with your customers. That’s only $12.00 per year! You really can’t afford NOT to do this and if you are doing it right you will gain this investment back and more in increased revenue and referral business. If you have a huge customer database and it would cost a small fortune to start a newsletter, begin by only sending it to the top 20% of your customers. Once you are reaping the rewards from this add more names to the list until you reach a saturation point.

Here are some ideas to consider for creating your own newsletter:

  • Offer lists of resources
  • Give professional tips
  • Give them case studies of clients you have helped
  • Teach them how to do something better
  • Include humor
  • Answer your most frequently asked questions
  • Include motivational quotes
  • Give useful web links

Keep a list of ideas for your newsletter in a file folder. That way when it comes time to write your newsletter you’ll have several topics to pick from and it will help shorten the time it takes to create it.

When all else fails, give us a call. We will get your newsletter done on time each month, in your customer’s hands and your phone will be ringing in no time!

Author: Kathy Jiamboi

Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.

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