I use the two interchangeably. I write prolifically and use any idea that pops into my head. These all go in outline form into a file. From there I get inspiration.
Some things are destined to go in blog, as that is primarily “me, thinking aloud.”
The newsletter gets some of these these bloggings, normally as op-ed sidebars. In addition I add timely topics, industry news, tidbits, recipes, advertorials, referral pleas – you name it.

Hope this helps

The challenge for me is knowing what to put in my blog and to save for my newsletter. Whenever I get a good idea for an article my first inclination is that it should go on my blog, but I need to save some content for my newsletter.

Any suggestions on how to solve this dilemma?

Thanks Yaro.

As for your post, I think David, who has posted just before this comment of mine has hit the nail on the head.

I always prefer to read what ‘seem’ to be personal E-mails. But who knows? Are they just written by a very good outsourced company?

I suppose I’m in limbo on this one if truth be known.

Pete.

But there is danger there. Your newsletter should be personal, not something sent out in bulk from an impersonal “service.”

This is it’s true impact – it IS you. Wrap your mind around that. Yes, it’s time consuming. Yes, it can be a bit of a bother. And that is precisely why it is valued and how you should approach it. It is a way for you to give SERVICE… which as we said, is the core of all relationships.

Consider it this way:
It is like you walking over to your friend and client, looking him/her in the eye and shaking
his hand. If you can get that from a re-mailing service, great!

I suggest you work in reverse. Use a newsletter copy service to get good copy. But dont stop there. Add some of your own items and information to personalize it and then do the mailing from your office.

Otherwise, it is merely another farmed out item in your promo bag of tricks.

It’s more valued – no quick delete. And if you do it well, people tend to keep newsletters – they can highlight items, spread them around etc., – great for branding.

Now … with an audience in America (90%) and me in Australia??? I wouldn’t want to charge a subscription fee as it would be used as a relationship builder – a value add etc.,

I wonder if there are any services in the U.S. whereby you upload your newsletter and mailing list and outsource it’s delivery?

People very often share printed newsletters. This is probably the biggest reason why mailing a newsletter to your existing customers can bring in a ton of new customers too.

We are inured to information in our time and we value it. We respect that someone has gone to the trouble to provide it. Dont underestimate this; the act of holding a piece of paper is engaging and when valued becomes a tangible experience. There is an entire psychology at work here.

The point behind all this is relationships, remember. In any relationship, the parties give of themselves. Giving comes first in valued relationships. Think of your greatest personal relationships – dont they involve giving of each other?

This is what your newsletter can do for you and what your customers and clients will feel from it. You musn’t be apologetic about your business or that you make money at it and they can feel that, too. So, give them this valued ‘gift’ of you with your business mixed in. Then, when it is time to recommend or buy, guess who comes to their mind first?

It is not the only thing you should use, of course. I like to use it two ways:

1. Freely – I’m beginning to replace business cards and just give a simplified two-sided newsletter.
2. Judiciously – When mailing, it goes to my core
customer list; no shotgunning. I include a bonus segment for these recipients as well as a plea for referrals.

Everyone does email newsletters – they’ve become old news. Everyone has websites and blogs and what have you. But a personal newsletter can be held in the hand and has meaning because it stands out from the pack. By virtue of this, so do YOU!

Thanks Yaro,
David

And building a relationship, as opposed to selling all the time is really important.

I think some people who have huge lists overestimate their effectiveness. For example, I am subscribed to one list, just because I got a sample of some guys ebook.

The sample was not good and I didn’t buy the book. The emails come constantly and the headlines and content are so poor that I stopped opening them after the first one.

And these are all from a guy who constantly brags about his huge list and powerful marketing techniques.

You have to wonder how much testing and measuring some of these people actually do.

Building a relationship with a small list would be far more effective and a newsletter can be a great way to do this.

It’s not really a big deal to come back to the blog but I thought you should know.

Conrad – I think, as David states, your newsletter members know who you are so you don’t have to use any gimmicks. They have probably bought from you already and know why they are receiving your newsletter.

From there you fill it with entertainment and education and infuse your personality and life stories into everything.

The key is the personal connection, so the more reflective of your own life and other people’s real life stories beyond just business, the better you will do.

I can’t think of anything more fun to write (besides a blog) – You get to ramble on about a topic you love, talk about yourself and what’s going on in your business and life, and foster deeper customer relationships and thus make more money. It sounds like a golden idea to me.

It was refreshing to read about something not often talked about in marketing. Print newsletters are definitely a good way to go a little deeper with your core customer base.

It’s a great way to stay fresh in the customers’ minds and gain a real permission-based relationship with them.

I’d like to ask….how would you go about making a newsletter a little bit unique so that it wouldn’t seem like the same old marketing ploy that many people might view them as?

Keep up the great work!

Having created and managed a number of company newsletters, I can say that consistency is key. Don’t commit to a monthly newsletter if quarterly is all you can really manage or afford. My favorite was usually bi-monthly. (That’s every other month, in case anyone is confusing it with twice a month.)

And, involve your readers with customer/client spotlights, contests, polls, quizzes, whatever it takes. Just because it’s print doesn’t make it passive!

I send the same one to lawyers, doctors, the mayor, business people, you name it. Everyone puts their pants on the same and we all have the same needs. Wow, did I actually say that?

Yep, and I get nothing but compliments, to tell the truth. People I haven’t sent them to for years ask to get them again. Some say they still have the ones I sent to them long ago. One guy, a packaging ad rep, still reads them and uses the tips in them!

I have found that Yaro is right – it is the one tool that let’s people know YOU, literally. Won’t business cards do it? Nope. A fancy website? naaaw…everyone has one of those.

But a newsletter allows ‘yourself’ to come through with insights and comments that are yours. It tells people what you stand for. As Lou Holtz says, “People really just want the answer to one question: Can I trust you?”

Bear in mind, too, that “Man Does Not Live By Business Alone.” Let some other things in. If you use good headers, lead stories and trailers, people will know what business you are in.

I add quotes, quips, timely topic tips and even recipes. I ran a “Quote Annual” with a free lunch ofor the prize at one of our area eateries. The guy who was most impressed by that was one of biggest high-roller types I know.

Again, people can get the “ALL BUSINESS” treatment from anyone. You are nothing special if that is all you have. As Margaret Thatcher said, “A lady who has to tell you she is one, isn’t.”

If you’re sending them a newsletter, chances are they’ll know what you do. So give them some news they can use and let them get to know the real you through yours. THAT is the essence of relationship building – being the first to extend the hand of friendship.

Thanks, Yaro.
David

I have found the value in print newsletters for my online/offline business, in keeping the existing members from straying.

It costs and is time consuming but it drives my business as my only form of paid advertising.

I also then PDF them and put them online via my blog, which generates great search engine food.

PS work out the cost of the newsletter per customer per year, and up your prices to compensate for it.

Aaron

In the case of people writing to an international membership then you probably want to make a paid newsletter, which is yet another membership site style strategy.

Most small businesses are local small businesses, so this advice will apply well for both the free or paid newsletter strategy.

And don’t forget the cost of postage. For blogs this will often be international – very different to local businesses sending mail to locals or even in the same country. The costs can easily add up.

I like the idea of making friends with your readers but hard copy newsletters can have significant costs. For the very wealth (Rich Schefren et al) is one thing for those of us starting out it’s quite another.