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by: JeffParo
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Word Count: 398

All marketing efforts should move the client down the path of getting someone that has a need to know, like and trust you.

Newsletters can help create product evangelists by building a bond with your product users. Newsletters represent independent and niche viewpoints, often untainted by the pressure of corporate sponsors. One of the reasons many newsletters work is that people read them-no small feat when one considers the typical mail volume at most businesses.

Newsletters are great advertising means, and efficient reminders. Also used to announce company-wide events, such as holiday parties, ski trips, picnics, raffles, etc., newsletters are used as nurturing or interest capturing tools and supplements to other marketing efforts.

If you use an online newsletter, it will simultaneously: 1. contact customers with news and valuable information, 2. provide new leads, 3. position you as the local market expert and 4. nurture leads until they are ready to buy E-newsletter marketing is very cheap and has proven to be very successful for those who do it right.

Your objective will determine your content. Your newsletter style and content should be directed at your ideal clients preferences and tastes. One way to determine this is to ask for feedback from your readers. In fact, some newsletters will include a fair percentage of content derived from reader feedback. Create useful content your list and readership will grow year after year

There are a few options for content generation. The first and least expensive is to write it yourself. If you are not a prolific writer or don't have the time, consider hiring a ghost writer. Another insider tip is to interview a subject matter expert and use the transcripts to create an article. You can also do a 'how to' article that explains in detail how to do something.

The frequency of your newsletter can vary greatly from once a week to once a month, depending on the production time and the nature of your business. More than once a week is too much.

Designing for users who scan rather than read is essential for a newsletter's survival. Just as a magazine has a certain look that appeals to its subscribers, so must your e-mail newsletter. Make sure your newsletter design is easy on the eyes--use highly contrasting colors to avoid having the colors blur together.

About the Author

Be sure to check Jeff Paro's excellent free report 7 Steps to Marketing Success This and other unique content 'newsletters' articles are available with free reprint rights.

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