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A newsletter
is a special format for sending timely reports or
information on a single subject: your business. Its very
nature makes it personal - a concise statement about
you, your business, your products, and your field of
expertise.
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Newsletters
make you The Expert. It establishes your reputation. It
opens the door to further marketing - of your product,
your service, or you.
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Newsletters
are aimed at specific groups of people, with information
not readily available in other trade journals or
magazines.
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Their very
nature makes them unavailable on newsstands or for mass
market, yet they can be one of the best marketing
formats for your company.
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Newsletters
are more credible than brochures, catalogs, websites and
other traditional forms of marketing materials. They
have the potential of increasing profits and developing
new business. New clients can become more familiar with
your business through a newsletter; current clients are
kept abreast of new information.
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Loyalty from
clients and customers is an added result from
professional newsletters. You become The Source for new
and correct information. Your company is The Expert.
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Sending a
professional newsletter to a prospective client, with a
hand-written note attached - gives them an introduction
to your company with more information than your card or
brochure. It also s shows new ways they can profit from
doing business with you.
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Surveys show
that more than 50% of newsletters are read in their
entirety. Twenty-four percent respond to offers and ads.
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Should you
produce it yourself, or have it produced professionally?
The professionals say, "Desktop publishing software and
color printers, it seems, have turned everyone into
newsletter publishers — and created a lot of bad
newsletters. Bad newsletters that are badly written, and
badly designed.
