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From Denise's Desk: The Power of a Monthly Newsletter

I've said it before and I'll say it again. One of the best ways to market your agency is to educate, inform and service your prospects and existing clients with a monthly newsletter. Here are a few reasons a monthly newsletter is a highly-effective marketing tool:

1. It develops a relationship. Your newsletter has a better chance of being read by a decision-maker, because it is generally perceived in the same category as magazines, newspapers and trade journals.
2. It keeps your agency "in front" of clients. Remember, every month you don't contact a client, you lose a great deal of the value of that relationship!
3. It gives you an opportunity to introduce your existing clients to new services. Continue to give your clients reasons to do business with you!
4. It provides a chance to recognize clients who have referred others to you. This encourages those clients to continue sending referrals, and persuades others to do the same.

While a well-done newsletter is a great marketing tool, poorly-written content or unprofessional design will project a negative image for your agency. So be sure to follow a few rules:

1. Give your newsletter a consistent look each month. If developing your own, create a masthead that is used for every issue, as well as consistent fonts, content sections, boxes and borders. Template newsletters, like our Caring Connection or Passages newsletters, provide a very easy and cost-effective way to achieve a consistent design.
2. Focus your content in the form of an article, instead of a "sales pitch" or ad. Articles are perceived as more newsworthy and credible, compared to self-promotional pieces. Keep your articles short and PROOFREAD for mistakes! If you use our template newsletters, we'll provide the majority of the content for you, along with your own custom content section.
3. Make it personal. Whether creating your own newsletter or customizing a template, add personal touches that help strengthen your relationship with the prospect or client.