Newsletters are a common publication tool. Newsletters include news, opinions and feature articles on topics of interest to a target audience. Newsletters might also include product or company advertisements as well as ads from non-competing, yet compatible, products or services.
The format of newsletters varies from simple, single-sheet, photocopied black and white publications to multi-page, full-color printed pieces that include photos and illustrations. Time, budget and purpose are your only parameters in determining the best newsletter format for your company. Otherwise, be creative.
Time, budget and purpose will also affect how often you publish a newsletter. Typical publishing frequencies are monthly, quarterly, semi-annually or annually.
In addition to traditional print newsletters, many companies are producing electronic newsletters that are included in their website.
A wide variety of software applications is available to help you produce printed newsletters. However, if you plan to make a newsletter an integral part of your promotion strategy, it's probably best to consult with an expert before you try to do it alone.
Distributing Newsletters
Newsletters are typically distributed to a specific audience such as current and
former customers, prospects and investors. Some ideas for distributing your newsletter follow:
Include a copy when packaging and fulfilling orders, or with customer billing statements.
Display copies in areas where you meet with customers, such as a sales counter or reception area.
Leave copies when visiting clients and prospects.
Bring copies to professional networking events and community meetings.
Distribute at trade shows.
Include in a press kit.
Send out as direct mail.
Include with sales proposals.
Ask colleagues, associates and businesses you patronize or have accounts with to distribute your newsletter.
