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Don’t underestimate the amount of work a newsletter can be - they can absorb as much time as you have available. Before you commit to one do a trial run to see the amount of work involved.

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.

Yaro, I’m one of Pete’s newsletter subscribers and followers. I wasn’t able to attend on the weekend.

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

I still use a simple newsletter, something I started when I was a realtor. It’s just a black and white thing, one I self publish on a regular computer at home. I do it quarterly and it takes about 2-3 hours, tops. It it takes longer you’re too involved in it. It’s not fancy, but it’s good - in fact that is it’s the subtitle “motto.”

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

Sounds like my sneaking suspicion that email getting saturated makes the old school ideas new once more.

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!

Great article, Yaro!

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!

You might want to consider Roger C. Parker’s One Page Newsletter idea. I find his ideas interesting. According to him, a newsletter does not have to be more than one page. Consistency is the main thing. You can google his name if you want to learn more.

Despite being subscribed to this entry I’m not getting the comments via email. This has been true for the last several articles I have commented on.

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

Email notifies are working for me

Yaro - this is excellent advice and it does work, if you’re prepared to put the effort into the newsletter.

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.

hmmm … wonder why a print newsletter works better than an email one?

Newsletters work for a simple reason - people like to get stuff with value. It feels like a freebie, in essence.

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

Thanks for sharing this info Yaro. I’ve always heard “the money’s in the list”, heck I’ve even published on that topic on my blog. It was an eye opener to hear about the more important meaning behind the saying. It’s so true, now that it’s pointed out. I’ve had mailing lists that I was on that I unsubscribed from because I felt that all the list owner wanted from me was more sales. The lists I’ve joined and stayed on were the ones where I’ve received valuable information, insights, and tips. Occasionally there were recommendations made for products and services, but it wasn’t the main focus of the newsletter. Come to think of it, because it’s so seldom interjected, I’m more likely to buy the recommended product or service–especially if I feel like I trust the list owner. So, it really is all about the relationship you build with your list members.

We’ve never actually considered an approach that would involve existing customers in the acquisition of new clients. I like some of the approaches discussed here and agree with Yaro that people often do share printed newsletters.
One downside we note now with emailed newsletters is that customers - particularly those that we’ve lost contact with just forward them to their existing providers. It’s interesting to track clicks and see this happening as it gives us a good idea who we are competing with over those clients.

Hmmm… this idea has great merit. A tangible product in the hands of a customer is a powerful thing.

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?

In theory, at least in business theory, it makes sense to outsource.

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.

Hi Yaro, I know this is a bit off topic, but your Audios don’t appear to be working. You might wish to check them out yourself.

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.

On my to do list.

Thanks Yaro.

I know when I get a newsletter or other marketing piece from someone I trust via snail mail, I’m really pleased. It’s like a treat. Something other than bills or junk mail. I’m more likely to read the entire thing and even keep it.

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?

Well said Andrea!

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

I must admit the thought of a Print Newsletter never crossed my mind but I’m sure it has its advantages. Comes down to a cost-benefit analysis I guess. The content can partially come from your online newsletter and that should save some content compilation cost.

Affiliate marketing is worldwide, it would cost too much too send printed newsletters around the world.Email is still free, and autoresponders are a great tool.It sure takes time to write good autoresponse letters, but it will only cost you time and a little fee for the autoresponder service.

I will definitely be considering the newsletter idea, as I plan to try several direct mail ideas this year.

This is still a great technique. Even if only a small percentage of your base opens and reads the news letter it is still worth the time and effort.

I started a quarterly newsletter. For Evan, I save time by copying information I get through my professional affiliation in an “article idea” file and I make sure the writer gets the credit. By doing this little by little, I’m not so bogged down with trying to come up with ideas. I also put myself in the reader’s shoes - what can they use? I haven’t had much luck with trying to get readers to respond to questions - maybe it’s my approach, or I don’t give a big enough bribe!