That Interesting Business Tool We Call A Newsletter

Marketing isnt only about one medium

Marketing isnt only about one medium. There is the radio, the television and the printed media. One marketing strategy included in the printed media and a very effective communication tool is the newsletter printing. As print newsletters are regularly distributed, this can become one of the most effective tools to present any news, events, promotions, and contact information for general inquiry. And yet again, as it is written for the general public, it has gained rapid acceptance in the marketing world as a business strategy to catch audience attention.

It is not a magazine

Newsletters are very flexible advertising tools that speak to the viewers who attend functions and are members of certain organizations whod like to publicize an event, to promote a campaign or develop an attitude. Whereas a newspaper ad, magazine ad or printed brochures or flyers are designed for readers who have to sit and absorb a lot of information, a newsletter can capture a viewers attention in a short span of time because of its simplicity and spark them to move right away.

When you organize your newsletter, combine the wit of your text with the arrangement of the columns of your messages to create balance. A good balance should allow the viewers eyes to be directed subconsciously to read and react to the print newsletters. And then, too, text size and font type are very important aspects. Let your audience read your newsletter with ease. Everyone loves those fonts that are dynamic or interesting, but are they easy to read?

Ask the experts

Ask your readers for opinions and then feature one or more of their opinions in your newsletter. Pretty soon you'll be getting responses. Always ask, "So, what do you think?" This type of column provides you with the opportunity to find out exactly what your readers want to know. Answer your readers' questions and then carefully consider how to best to use this information when developing material for future issues. By providing the answers to these questions, you also present yourself as an expert and boost your credibility with your readers.

Keep it short

Keep your messages and inquiries short. Even your loyal readers are busy. Don't make them travel through the maze. Answering the inquiry should take less than 30 seconds or you've lost them. Make the survey entertaining and easy to use. If it's an email survey, give them a separate email address to use. If it's a link to an online poll or survey, limit it to three multiple-choice answers click three times and submit.

Keep it anonymous. Always provide the option for your readers to submit their answers anonymously if they choose. Post the results in every newsletter. If you have a question of the week and post your results, sooner or later, others will be curious enough to participate.

Face the foe or the friend

Get out and meet your readers face to face. If you are attending any community activity, use these events to meet with and talk to your readers. When you ask for feedback from your readers, you learn about their passions and interests.

Armed with this very specific information ABOUT your readers, FROM your readers, you can present them with high quality relevant content. The direct communication will turn your passive readers to active participants in your newsletter printing project and shall strengthen any marketing link.

by: Robert Johnston

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