Using Newsletters Properly

Oct 8th, 2008 | By | Category: Building Your Reputation, Marketing Services by Writing

Okay, I think it’s about time I said something about newsletters.

Now, I’m not talking about email newsletters here. Those are important, but as a practitioner concentrating on your local market, I feel that you will be a lot more competitive if you do the majority of your prospecting using traditional offline methods. Print methods.

Putting that in plain words, you’ll be a lot better off in print than trying to do your offline marketing on the interweb. If you’re going after a geographically diverse market then the web may be your mode. But, if your target market is brick and mortar businesses, located in a compact geographical market, then you need to learn how to play in their sandbox, and that means being offline, being tangible and being local.

This is such an important part of practice building that I make it a point to provide members of my membership website at with free print newsletter content each month, as well as templates for print newsletters and even a typeset, ready to print version, if they are in a hurry.

That may have been a shameless plug trying to get you to join my membership site, but it brings home the point that you must have a printed newsletter if you want to be taken seriously as a professional in any one of the major professions, law, accounting, engineering and even medicine.

Unfortunately, print costs money. It’s not like hitting a button and sending an email out to five hundred and forty-seven subscribers. A decent newsletter, with color print, can hit as much as a dollar each in small quantities. If you have a color laser printer, they can cost from fifty cents to a dollar a page.

So, because of cost, many professionals limit themselves to quarterly or annual newsletters.

That is just plain dumb.

Prospects do not generally respond to a single mailing. It will generally take multiple impressions before the prospect begins to retain the basic information about you, such as your name. Now that’s pretty basic, and something you sort of want the prospect to remember.

So, how do you produce a newsletter series that keeps costs down to a manageable level and builds name recognition and credibility at the same time?

Well, that’s the subject for next week’s post.

See you then.

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  1. In a world where you can throw together an online piece in minutes, we all know that something printed and mailed took more thought, expense, and commitment.

    The very issues that make people want to to e-newsletter and e-books are the reasons printed newsletter and books work better to position a professional as the right choice for a business.

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