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The biggest mistake business owners make when they publish their newsletter is forgetting this: It's not about you, it's about them.
With that in mind, here are five tips to follow when you want to publish a newsletter your customers and prospects will read: 1) Keep the president's or owner's picture off the front page.
Ditto with the "Note from the Owner" article.
Instead, have articles and blurbs on the front page that supply useful information to your readers.
For example, do you own a landscaping company? Then for your summer or June issue, have your main article be about tending to summer perennials or mulch, or keeping weeds at bay.
Save the head shot of the big guy (or gal) for the second page.
It's certainly fine -- and even dandy -- to have a note from the owner; it personalizes the newsletter.
But it should not be placed on the first page.
Your Customers Want to be a Part of Your Business Family 2) Speaking of personalizing your newsletter, each issue should have a bit of background about an employee.
Consumers today want to feel they belong to a community.
Your business can be a part of their local network and -- really -- they want to feel they're a part of your success.
So have a little bio about one of your employees (preferably not one of the big shots).
3) Another way to help your readers feel they are a part of your business is to feature a customer of your business -- with his or her permission, of course.
Tell a bit about why he uses your product or service and how it helped him.
Leave a spot in your newsletter for your customers to contact you about being featured in your publication.
As your customers and even your prospects begin to feel you are a part of their day-to-day life, you'll be pleasantly surprised how many folks want to be featured in your newsletter.
4) Don't be shy about putting your contact info in at least two spots in your newsletter.
If you have a four-page publication, stick your 'call us' info on each page.
Place your address, phone number, website URL and e-mail address prominently in a box on your second page.
If possible, put a name behind that number.
For example, "Need more information on our services? Call Jane at 111-555-1212 ext.
104.
" Ask and You'll Probably Receive 5) Finally, don't send that newsletter to your printer without an incentive for your readers.
Having a sale this month? Let your readers know it -- place that information where they'll be sure to see it.
Offering a free consultation for all new clients? Don't let your printer print without it.
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