You have considered writing a newsletter but wonder if it’s worth the time. Fair question.
A newsletter should be authentic. It should reflect your unique business.
Content should be informative and a quick read. Write conversationally. It’s not an essay, but a marketing tool. Tell a story.
Ask several customers if they would serve on your Advisory Board. You’re looking for customer input and feedback.
You have a niche gift shop with lots of imported gifts. It’s a natural to want to highlight each of your many manufactures or suppliers. Tell a story about each. Be authentic. Inform and educate.
Have a sign-up sheet in the shop and make sure customers can sign-up online for the digital version. Also, have copies of the latest newsletter in the shop for new customers.
The second business is a family restaurant that does a brisk business in take-out and delivery. They have evolved over the last ten years to be the Italian restaurant in their area.
The basics are the same, but the stories are different. Be authentic. Keep it short but feature a different specialty for each edition. A monthly newsletter works best. You’re building a family of clients and a culture. Get customer feedback and change as needed.
The third business is a bridal salon. Again, be authentic. Define your process. Feature a different wedding gown manufacture each month. Inform. Explain your difference. You are a family-owned business, not a chain, and your byline is you make each gown or dress look like it is custom made.
Provide interesting and useful information to enhance customer relationships. It’s a smart marketing tool that most ignore.
We do this for clients, including creative compelling content, format, and frequency.
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Jonathan
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