| A company newsletter can be a valuable public | | | | may enjoy reading specific sections and will look for |
| relations asset to your overall marketing efforts. A | | | | them as soon as they pick up your newsletter. |
| strong newsletter lets you control the exact message | | | | Maintaining a consistent structure presents a more |
| and image you want to project to the world. A | | | | professional image, and it prevents customers and |
| newsletter program also is a great way to keep your | | | | prospects from having to hunt and peck to find |
| name in front of clients and prospective clients. Here | | | | information for which they are looking. |
| are some sure-fire tips for building an effective | | | | Develop a focus or theme for each edition. Potential |
| newsletter program for your company. | | | | areas of focus could be: |
| Identify your objective. Decide exactly what you want | | | | -Manufacturing operations |
| to accomplish with your newsletter. There are several | | | | -Public affairs |
| objectives that can form the core of a strong | | | | -Customer service programs |
| newsletter program. These are the most common: | | | | -Marketing services |
| -Build a corporate image | | | | -Sales force |
| -Inform customers about new products | | | | Not every article must center on your theme; |
| -Stimulate increased product usage | | | | however, your theme should be a common thread that |
| -Promote customer loyalty | | | | is woven through most of your articles. |
| -Create good-will with the local community | | | | Mention activities your company sponsors. If your |
| -Turn prospective customers into active customers | | | | company sponsors a local play or your employees |
| Your newsletter can meet more than one objective. | | | | take part in a walk to raise money for charity, include |
| However, it's good to have one objective that stands | | | | this in your newsletter. This shows customers your |
| above the others. This prevents your newsletter from | | | | company is comprised of people who care, and not |
| being a hodge-podge that lacks focus. | | | | people who just care about money. |
| Set a regular publication schedule and stick with it. To | | | | Offer free tips to promote good will. A financial |
| keep your company name and products fresh in the | | | | institution could offer tips for avoiding credit card fraud |
| minds of customers, publish at least every quarter. If | | | | in its newsletter. A newsletter for a food store could |
| you frequently have a lot of new information to share, | | | | include the top five things to look for on a food label. |
| a monthly may be a better alternative. The key is | | | | Whatever your company's area of expertise, always |
| consistency. | | | | offer free tips and information to clients and prospects |
| Maintain a consistent structure. Create a logical | | | | as a means of telling them you care about their |
| structure for your newsletter and maintain it from issue | | | | success. |
| to issue. For example, page one may center on | | | | Strike a balance. Consider your overall objective and |
| industry news, while page two focuses on free tips | | | | create a mix of articles that is a comfortable balance |
| and information about community events your | | | | between news stories, feature stories, free tips, image |
| company is involved in. Page three may feature an | | | | building pieces and articles aimed at generating sales. |
| informative interview with a client, and page four could | | | | When beginning a newsletter program, developing |
| offer news and updates about your products and | | | | ideas for articles can be challenging. The following is a |
| services. | | | | list of potential topics that can be used as a |
| However you decide to structure your newsletter, | | | | springboard for developing great articles for your |
| stick with it. As with a daily newspaper, your readers | | | | company newsletter. |