First of all, you should be sending out a newsletter to all your clients and any other people you want to hit repeatedly. You'll want to send a newsletter to keep a relationship going, and give them insightful information. They'll benefit and eventually you'll get more business and recommendations from you.

That secret not only applies to you, but your clients as well. They need to get regular communication from you to keep learning why they should start or continue to do business with you.

Pre-Done Newsletters, Good Or Bad

A big mistake, in my opinion, is to buy most pre-done newsletters. There are many of those out there. The biggest problems with all of them are that they are either very professional, creating no interest and/or they talk about a topic in a way you don't agree with or they are ridiculously wasteful and filled with worn out cliches.

What you need to do is write your own or buy one that is designed not to improve your image or to get your name out there, but one that's designed to get response. It can be very simple, but very effective. It can be only one page long or longer. It must be, however, personal and filled with all kinds of news about your business, employees, promotions, and other marketing items. It can contain timely news from your industry, but if it does, you must use news that reinforces your point of view.

Contents To Include In Your Direct Response Newsletter

Your newsletter can contain information about Client Dinners. Client Appreciation Day and Client of the Month recommendation programs, or whatever. It most certainly should contain testimonials. In other words, it should be designed to stimulate people to take some sort of action that you want them to take.

But, whatever you do, do not lose sight of the fact newsletters are a waste of time if they don't get you more clients. Why should you offer it to them if the end result isn't more clients and more recommendations?

Frequency & Consistency Is Key

Your newsletter must go out each and every month. If you don't keep a relationship up with prospects, clients, and outside professionals, you're missing a ton of business. Notice I didn't say, "once in awhile." I said each and every month. Hire a high school student to help you get the mailings out, but just don't send them out occasionally or once a quarter. EVERY MONTH is the correct interval if you want more business from newsletters.

I don't see many business people turning a newsletter into business, which is the only reason to do one. Now, people may appreciate your insight, and if you want to incorporate that kind of news, that's fine. Just don't leave out the direct response technique.

Recognize Them In Your Newsletter.

We love giving recognition to our new friends and our wonderful existing clients who are kind enough to refer their friends and relatives to us. We're all helping each other, which is the whole point of all this.

Make sense? Good. Now, go out and start your own newsletter today. And by the way, If you're a one-person shop with only 25 clients for now, don't let me hear how you don't have enough people to do this for. Each client doesn't know that their copy is going to only a few other people.

Use The Power Of Email

Most all of the highest earners in any field is a powerful DIRECT RESPONSE newsletter once a month. It's not a coincidence, either. Think about this. Also, don't forget with the Internet and email that sending out direct response newsletters can be done on-line either as an addition to or a replacement of a printed newsletter. They're also called on-line newsletters "e-zines".

The cost of using your web site as a newsletter distributor can be much cheaper than printing and snail mailing your piece. Plus, you can get away with more frequent communication with an on-line newsletter. We have a few that we send out daily and weekly. 

The key is that newsletters, when done properly and written in style can be one of the biggest Instant Profit making items you ever do. I know of some businesses that weren't able to get new customers at a cost that was affordable, but because of the monthly direct response newsletters, either off line or on-line they were able to make money from the existing customer base for a long time.

Less Than 1% Of All Businesses Send Out Newsletters That Mean Something To The Recipients

Most people miss this one, and don't understand the importance of communication in an emotional, direct response way to your existing patrons. In fact, less than 1% of all businesses send out newsletters that mean something to the recipients. They actually look forward to getting, they drop everything they're doing when your message comes across their desk.

But, these same businesses are the ones that advances past their competition. You see, many people are too lazy, too unmotivated, too unaware to send out a regular interesting and emotionally impacting newsletter to their customers.

Others feel that they are intruding and bugging their customers by communicating information and making additional offers in each piece sent out. They feel it's too "pushy" if they do this. Either way, I couldn't feel stronger about anything and disagree with these non-communication approaches.

If you don't communicate with them you are ignoring them, thus causing the exact thing you wrongly think is going to happen if you communicate with them. By ignoring them, and not making constant offers to help them even more than you did when you started with them, you are telling them you don't care about their continued and ongoing success. You are telling them that were only interested in making a quick sale and that you don't value them or their patronage.

Sending them a well put together newsletter is not bugging them. It is the glue that will hold your relationship with them together for years and years to come.

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