A company newsletter is a great promotional tool. Because it's not meant to be used as a selling tool customers are more likely to read a newsletter. Newsletters are also a great way to build credibility for your business. It can also influence who buys and who doesn't.
Why should you write a newsletter? Let's put it this way, each week on any given day in any neighborhood in America mailboxes are full of brochures, flyers, and all sorts of sales and marketing materials that most of us just throw in the trash.
Now, think about what happens when you receive a newsletter in the mail. Even if you don't read the entire newsletter most likely you will at least read the name of the organization that sent the newsletter, then you'll scan the articles for anything of interest and then if nothing sparks your interest you throw it in the trash. So, my theory is this, even if your newsletter does end up in the trash you've had a captive audience for the 3-5 minutes it took for that customer to scan the newsletter, and maybe if you're lucky you even scored a place in their memory bank for the future.
Most people will say, "I'm not a writer." You don't have to be an English professor to write an interesting newsletter. Basically just pretend that you're talking to your friends and you're telling them about all the new and exciting things that you're doing in your business, what your plans are for the future, new products that are coming out, and anything else that may be of interest to your customers.
I wrote my first newsletter for my debut as a gift professional at a Kwanzaa festival. It was brief, informal, and exactly one and one-half pages long. Since it was during the holiday season I listed my holiday specials, talked briefly about the history of Kwanzaa, talked about different events that I had coming up in the future, and my contact information. Now after a couple of years my newsletters are still brief, list any specials, talk about any events that I may have coming up in the near future, and list my contact information. My point is that a newsletter does not have to be complicated, just interesting and fun.
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