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Newsletters are the new black - the hot new PR and marketing trend for this business season.  But  just as there is a difference between a Primark handbag and a Gucci handbag, there is a difference between an informative newsletter and Spam.


So how do you make sure your newsletter is designer rather than a knock off?  The key word here is interesting.  As with all successful PR and marketing activities you need to approach with the customer in mind.  A brief email rattling on about how great you are complemented by a list of services you offer is not going to make anyone read on.  Here are some Dos and Don'ts  to make your newsletter a real page turner:


DO
Make it relevant - comment on industry events, the economy, world news to demonstrate that you are a relevant and up to date business with a voice and opinions.  This is the bit that makes your newsletter interesting and unique
Give them some information - insider advice is always welcome so imagine someone has called you with a specific query and you have written down your guidance 
Tell them what's new - do you have new products on the shelves, a limited time deal
Make them an offer - a money off or free service exclusively for newsletter recipients will encourage loyalty and also make them less inclined to click the unsuscribe button
Show them what you have done - go into some detail about how you have helped a customer.  Outline the problems the customer had, the challenges you overcame and the splendid outcome complete with a lovely quote from your satisfied customer.


DON'T
Just list your services - customers can get all that information from the website 
Do just one - plan out the next six issues and if you are struggling for content it would suggest that a newsletter might not be the right vehicle for you
Make it too long - remember that your customers will be reading it from their PCs so the stories need to be succinct.  If you have more to say then include a link back to a longer story on your website


I am in the middle of practising what I preach with a newsletter for a financial services client of ours who wants to maximise revenue from his huge customer database.  I will keep you posted of our success.


In the meantime, let me know how you put together your own newsletters, what works and what doesn't.  Email me at lindsay@redyellowblue.biz or check out the website at www.redyellowblue.biz


Lindsay