Does your company have a newsletter? It’s one of the typical questions yours truly asks when networking with other business owners. The typical response is “what can I expect for a return on my investment?” Rather than reel off the typical, “it depends” answer, here’s a better response.
When somebody scores a goal in hockey, they not only give an assist to the person who passed the puck, but the player who passed to the guy who passed to the goal scorer. Your newsletter can be the second assist guy.
How? First, let’s operate under the premise that what’s in the newsletter is newsworthy (e.g. a new product or service; an old product or service improved, etc.). By sending your newsletter to your existing client base, you’re doing more than informing them. In a sense, you’re making them sales agents. Pass number one.
With this information, the client/customer now has information about your company. Perhaps they need the new and improved product or service? Maybe they were about to call you for additional help and your newsletter just jogged their memory?
Even better, maybe they know somebody who might need this product or service? Now they have something to forward to gauge whether there is interest. That’s a far cry better than passing along a cold lead your customer may or may not have thought to give you. Your newsletter just reminded them. Pass number two.
Similarly, a newsletter can be an effective tool for your sales force. Whether it’s an e-newsletter like this one or a traditional hard copy one, providing your sales force with leave-behinds is a critical part of staying front-of-brain with your customers. And that’s a major assist in increasing sales.
If you don’t have an e-newsletter, Constant Contact is an easy and affordable way to get started. For a free, 60-day trial membership, click here.