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by: JeffParo
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Getting someone with a need to know like and trust you is purpose of all marketing. Therefore all our marketing efforts should support one of those causes.

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 the best place to announce company-wide events, such as holiday parties, ski trips, picnics, raffles, etc. Newsletters are great advertising means, and efficient reminders. You want customers to know as much about your products and services and your firm as they possibly can. Newsletters are great not just for customers, but also for getting employees, distributors, commission sales reps, the media, and other third parties excited about your firm.

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.

Whatever your objectives, your purpose will determine what content goes in to your newsletter. With great content you will grow your list and win the attention of your readers, year after year. Content should be targeted to your ideal readers and match their preferences and reading style. In fact, some newsletters will include a fair percentage of content derived from reader feedback.

If writing the content yourself, one quick and easy way to get content is to do an expert interview or design a 'how to' article. If you don't have the time or the desire to write it on your own you can outsource to a ghost writer. One place to check for an article is elance.com. You can expect to pay $5-$25 per article.

How often should you send your newsletter? If you have a very research intensive 'how to' or expert interview type, then once or twice a month would be sufficient. But if your style of newsletter is designed around a 'tips' theme you may do once a week. More than once a week can become annoying and your value proposition is depleted.

The design of your newsletter actually determines its effectiveness. Use highly contrasting colors to avoid having the colors blur together. In addition, use a summary of topics. I use an "In this Issue" section at the top of each newsletter.

About the Author

Be sure to check Jeff Paro's excellent free report 7 Steps to Marketing Success You can get a unique content version of this article from the Uber Article Directory.

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