Using Newsletters in Marketing

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Using Newsletters in Marketing

Episode Summary

This episode of The Valtimax Podcast provides an overview of how you can and should use newsletters to market your business. Dave Lorenzo, the chairman and founder of Valtimax Consulting, describes newsletters as the most valuable message delivery system available. Listen to this podcast to learn why.

Transcript

Click the link below for the transcript of this episode.

Valtimax Podcast Transcript: Using Newsletters in Marketing

Using Newsletters In Marketing

This is Dave Lorenzo, and I want to welcome you to another edition of the Valtimax Podcast. Today we are going to be focusing on one of the best delivery systems there is, and that is a newsletter, both print and email. A newsletter is one of the best possible delivery systems to get your message to the right audience, and fulfill your MAD marketing program.

Once again, remember, MAD stands for “M”, your message, “A”, you audience, and “D”, your delivery system. Before we get to that, I want to remind you to subscribe to the Valtimax Podcast on iTunes. That’s right, folks. We are available each and every single week. You’ll get your update automatically if you subscribe to us on iTunes. So go to iTunes now, go to podcasts, and search for Valtimax Podcast. V-A-L-T-I-M-A-X, Valtimax.

Put it in, search for it, find it, subscribe. If you need to, you can also go to Valtimax.com and you’ll find these podcasts as well as fantastic audios, fantastic articles, a fantastic five-day email course, and you’ll find there great content each and every single week, always updated especially for you.

Back to our content. Today we’re focusing on newsletters, and I call this newsletter mania, because as I said, the newsletter is the best possible message delivery system you could have to get your content to your audience, to get your message out to your audience. Let me give you some reasons why a newsletter is so powerful, so effective, and why you need to put together a newsletter today.

First and foremost, a newsletter carries your message in a consistent way to your audience. Over and over again, your audience can be bombarded in a very kind, gentle, nurturing, educational way, with your powerful message. They’ll beg for more if you deliver your content in an educational package, and your message is all wrapped up and included in there.

A newsletter provides you with an educational and with a professional look and feel. It provides you with a professional look and feel to your educational material. When your newsletter arrives in your client’s inbox, when your newsletter arrives in your patient’s mailbox, when your newsletter arrives in you customer’s inbox or mailbox, it is a great representation of you.

Imagine it showing up on their doorstep as a gentleman dressed up in a tuxedo with a bottle of champagne, ready to say, “Here I am. Come, sit down with me, let’s talk.” That is what your newsletter provides. That is the representation of you people see when you send them a newsletter. It’s not sales, it’s not promotional, it’s educational material promoting you. It’s fantastic.

The third reason why a newsletter is the most powerful form of message delivery is that it provides you with an opportunity to recognize people. Think about this. You can make your clients celebrities by including them either as case studies or as just promotional opportunities for them in your newsletter. Imagine that! Promote your client’s business, promote your client’s service, promote your client’s family in your newsletter.

How do you think they’ll feel? Do you think they’ll show it to their friends? Do you think they’ll show it to their neighbors? Will they show it to other family members? You bet they

will! Promoting your clients, your patients, your customers, friends of your business, promoting them in your newsletter is a fantastic way to create word of mouth.

You can also use your newsletter to promote employees. Think about this. Think about the employee retention tool you have right at your fingertips, in your newsletter. Think about making your employees celebrities in your newsletter.

Let’s say you own a wine shop, and you promote one of your employee’s picks each and every single month in your print newsletter. Can you imagine the celebrity that that person will become when you send out a thousand newsletters each and every single month?

They see that John’s pick is a Chardonnay from Oregon, let’s say. They come in and they ask John about his pick this month and why he picked it, and how he decided to pick that wine. Each and every single month, someone will be coming in to talk to an employee about a wine. You own a wine shop, you want nothing more than that. That is fantastic, people coming in, engaging your employees, those engaged customers will buy more.

Those engaged employees will sell more, and the engaged customers and employees together will multiply your profits. You can use this if you’re a doctor, you can use it with your staff. You can use it if you’re a lawyer, you can use it with your staff. You can use it in any business, making your clients and your employees celebrities in your newsletter. It is powerful, and it’s a phenomenal reason why you have to do newsletter marketing today.

All right. Newsletter marketing also helps you promote new and different products or services to your existing clients. Think about it. You’re educating your clients each and every single month. You’re educating your clients each and every single week. You’re educating your clients all the time. While you’re educating, you can also promote a product or service that you provide. It’s a fantastic way to get promotion in there with the educational material, and people don’t feel like they’re being sold. Because remember, people love to buy, but they hate to be sold.

If you’re educating and promoting at the same time, they feel like they have an opportunity to buy, they don’t feel like they’re being sold.

Here’s one of the best reasons to do a newsletter for your business. The best reason is, it deepens your relationship with your clients. If your clients are reading your newsletter, whether you send it weekly, if it’s email, monthly, if it’s print, they are reading your content. They feel like they have a relationship with you. You are deepening your relationship with your prospective clients, with your clients, with your customers, with your patients’, this is a phenomenal opportunity, because people read the newsletter.

If the newsletter is written in your voice, and it’s written in a conversational way, they feel like they are actually developing a relationship with you. This is phenomenal. When they walk into your office, when they walk into your medical practice, they walk into your store, whatever your business setup is, when they walk in, they feel like they already know you, that that’s one piece of the puzzle of client engagement.

Remember, we talked about that. It is, they have to know you, like you, and trust you in order to do business with you. If they get your newsletter, they feel like they know you and they like you already, and they’re all the way down the road toward trusting you.

All right. That’s the final point I have to make about why newsletters are so effective. It starts to develop that trust. If they feel like they know you, they are down the road already to trusting you. Those are some powerful, powerful reasons why newsletters are so effective.

Let’s talk now about the two types of newsletters you should be employing. You should be employing both in your business right now. You heard me correctly folks. You need to be using both of these types of newsletters.

Type number one is an email newsletter. Very, very effective. Type number two is a print newsletter. Why do I say you need to use both of these? Well, let me tell you that people consume information in different ways. Some of us prefer to read all of our information online, and that’s fine. That’s absolutely fine. Some of us still prefer to have a physical copy of the stuff we look at each and every single day.

Now, we have to accommodate both of those people, because the world is made up of both of those people, and both of those people right now are your clients, they’re your patients, they’re your customers. What do we do? Well, we have to provide this information to people in two different formats. If you’re providing a weekly newsletter, that weekly newsletter is going to be delivered via email. If you’re providing a monthly newsletter, that monthly newsletter is going to be delivered by the U.S. Postal Service.

You should be providing both, and here’s how they break down, folks. First and foremost, your email newsletter has to contain great content. Must contain great content, but the content is short. Just put one article in an email newsletter, put a link in there to your website, send it out each and every week. Don’t worry about graphics. Don’t worry about fancy slick content or fancy slick graphics, or any type of information that’s going to encumber the newsletter and make the reader not want to read it.

You’re striving to turn your reader on with your content, not turn them off with your graphics, so no pictures, no fancy links, no flash animation, just great content in a weekly newsletter. Put a little blurb at the bottom. “This is my weekly newsletter. You get this every Wednesday at 12 noon,” or whenever you send it out. “For more information, visit,” and then your website name and address. That’s it. That’s all that goes into your weekly email newsletter, scheduled to go out every week on the same day at the same time. Great email content each and every single week.

One article, that’s all you need to do, folks, an article every week. Then, at the end of the month, take those four articles, put them together, put it in a big sheet of paper, take it over to your printer, have them fold it over and mail it out. That’s your print newsletter.

Believe it or not, it’s that simple. Your email newsletter content and your print newsletter content can be the same content. I have a lot of clients who choose to put additional content in the print newsletter. That’s fine. I have a lot of clients that put puzzles, cartoons, in the print newsletter. That’s great, I think you should do that, because it’s entertaining, it engages the client. I love it, I think it’s perfect, but it doesn’t have to be overly complicated.

Let’s talk about how you should write these newsletters. Both of these newsletters need to be written in a first-person voice. That means I, you, not we, them. I, you. If you’re speaking to someone, imagine that you’re having a conversation with someone, and you’re sitting right across the table from them. That’s the way these newsletters need to be written, first-person conversational content. You’re not writing for a grammar contest. You’re not writing in an essay contest. Write the way you speak.

People will read it, and they’ll get the intent. They’ll love it. It’ll be fantastic. Don’t worry about the construct you were taught in grammar school and high school and college. You’re not writing to win a Pulitzer Prize. You’re writing to make money. So write in first person content.

I don’t want you to worry about a couple of things, and I’m going to talk about those really quick in our remaining minutes today.

Don’t worry about people who unsubscribe. If you’re doing an email newsletter each and every single week, as I told you to do, don’t worry about people who unsubscribe. You’re interested in the people who read, not the people who don’t read. And to that end, don’t worry about an open rate of your email newsletter. Each email newsletter service, constant contact, eye contact, any CRM system that delivers, like Mailchimp, any CRM system that delivers newsletters will provide you with an open rate.

Don’t worry about it. It’s not important. What is important is the return on investment you get from a newsletter. If you can get a return on an investment of one piece of business over the course of a year, you will make more than your money’s worth out of that newsletter, and it is totally a worthwhile investment.

Don’t worry about open rates. Don’t worry about unsubscribe rates. You’re interested only in the people who subscribe and who take action. You don’t care about people who don’t want to be on your list. Those aren’t going to be people who are going to be your clients anyway, so forget about them.

Use a service to send your email, Mailchimp, icontact, Constant Contact, all great services. Pick one, they are professionals, it doesn’t matter which one you use as long as you’re happy with them.

When it comes to the print newsletter, you can use your local printer to send out a print newsletter, and the maximum it should ever cost you, the maximum, including postage, is a $1.00 a copy, and that’s really, really high. We send ours out for our clients under $0.60 cents a copy, well under $0.60 cents a copy, so newsletters, print newsletters can be done well under $0.60 cents a copy. Remember, you’re focusing on return on investment.

If you send out 100 newsletters at a $1.00 each, that’s $100.00 a month. Over the course of the year, that’s $1200.00. If you get one piece of business, no matter what busies you’re in. If you run an ice cream truck, you will get a return on your investment. More than likely, you’re going to send out 1,000 newsletters or more every month.

But let’s take the number of 1,000. If you spend a buck a newsletter, you get an outrageous price, but if it costs you a buck a newsletter to get it out the door, mailed to your clients, into your clients’ hands, and you send it out every month, that’s $12,000.00 during the course of the year.

If you’re a doctor, if you’re a lawyer, if you’re a professional services provider, that’s one client. If you send out your newsletter for a whole year, and you only get one client as a result, you’ve made a fantastic return on your investment. What are you talking about, this is too expensive? You can do this, you have to do this, you must do this.

Even if you have to assign it to a staff person, get a newsletter going, get the email newsletter going. The return on investment is phenomenal.

Here’s the last point I have to make about newsletters, folks and it’s really, really important. When you write the newsletter, the tone of the newsletter is friendly and educational. You must take a position. You must have an opinion, you must polarize people. Why? Because you are looking for people who agree with you. You’re looking for people that have strong feelings about you.

You don’t care about people who are wishy-washy, you don’t care about people who don’t like you. People who have strong feelings for you will invest in you emotionally, and those are the people who will invest in you with their wallets.

First they have to invest in you emotionally, then, they will invest with their wallets. That is a huge, huge take-away from this episode of the Valtimax Podcast. Once again, print newsletter, email newsletter, you must do this now. It gets people to invest in you emotionally, and then they invest in you with their wallets.

That’ll do it for this week’s episode of the Valtimax Podcast. My name is Dave Lorenzo, and I’d like your feedback and comments on this week’s episode. You can call me at 888-692-5531, or email me. Here’s hoping you make a great living and live a great life®.

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