Every company or organization has an arsenal of marketing tools that share common characteristics: to introduce the company or organization to prospective customers; to describe the products and services offered and how they benefit the prospect; to show how your company or organization differs from the competition; and to create a favorable impression. Brochures, direct mail, a web site, press releases, and a newsletter are all examples of common marketing tools. Of these, a newsletter has the added benefit of demonstrating your expertise and establishing you as an authority.
Readers expect marketing newsletters to be informative, easy to read, and to contain useful tips. This is the basis for establishing credibility in the mind of the reader and inspires trust and understanding that is the basis of a business relationship. When distributed at trade shows, networking groups, meetings, and seminars, newsletters lend their credibility to brochures and other marketing materials.
Newsletters are also a great way to establish regular contact with customers. The same helpful information and useful tips that prospects appreciate are also valued by customers. In addition, the newsletter reminds customers about your company or organization and provides a way to announce coming events, activities, or new products and services.
Considering all the benefits of publishing a newsletter, it is surprising that so few businesses do so. This leads to another benefit: publishing a newsletter separates you from your competition.