Of course I am talking about a printed newsletter. This marketing tool by far will give you the best bang for your buck.

One of the main reasons newsletters work so well is because of how they are perceived. They don’t come across as a solicitation or like other mail pieces your customers typically receive. Instead, they are viewed as information much like a magazine or newspaper. If done right, they will be of high value and be informal and friendly.

The purpose of your newsletter is to build relationships and build loyalty with your customers. It is a way for you to connect and let your customers get to know you.

Having your newsletter in a print format will yield much better results than an e-zine or emailed newsletter. Emails are so easily deleted. I am sure you can relate to this. When you are busy and an email comes
over that you simply do not have time for, your typical reaction is to DELETE. But with a printed newsletter, if you are busy when you receive it, you typically set it aside for reading later. You will also pass it along to others if the content is helpful to them, which will lead to referrals to you. You will save the newsletters when it contains information you can use in the future.

Newsletters will keep your business at the top of your customer’s mind. Often times, it is hard to know when your customers next need for your product or service will be. If you are sending a monthly newsletter, you are never too far from your customer’s mind and when their need occurs, your company will be the one they think of.

Newsletters offer the opportunity of letting your customers know about what it is you do. Even though you may have told them everything you do, if you were to ask them, they are certain to only be able to name a few things. Try this yourself and see. When you can continually drip information about what you do in your newsletters, you will entice your customers to spend more money with you. You can offer specials and discounts just for your customers.

Above all, sending a newsletter will set you apart from your competition. Newsletters take time and discipline and most businesses give up on doing them after a few months. By sending your newsletter each month in a timely fashion, it will come to be expected and enjoyed by your clients and you will soon reap the rewards of your efforts.

The biggest reason of all to send a monthly newsletter is all about relationship. Good relationships require on-going communication. Think about the important relationships in your life. What would
happen if you stopped communicating with them? There would be no relationship. You need to treat your customers the same way.

We have all heard that we buy from people we know, like and trust. Your customers already know you, like you and trust you. They are the easiest person in the world to sell to. Your newsletter will
be your communication tool to get them to know you, like your and trust you more, it will keep them loyal, it will get you referrals, it will get you repeat business by not only increasing their usage but also
their frequency.

If you are not convinced yet, consider these few stats. It costs 5 to 6 times more money to get a new customer than to keep an existing one. Happy customers tell 4 to 5 others about their experience.
Unhappy customers will tell 9 to 12.

The time is now to start that newsletter and build a razor wire fence around your customers.

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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