In the A-Z of Newsletters ...

 is for ...

Dear Alun

When I started writing this issue of the A-Z of Newsletters I realised that I was spoilt for choice on what to write about. There are plenty of Ms that I can cover and I received lots of suggestions - thank you if you sent in an idea.

But when I thought carefully, I realised that there is only one thing I should really write about, as it's the whole point of having an email newsletter. What is it? Read on to find out.

Best wishes,


M is for Marketing

What's the point of writing and publishing an email newsletter? Why go through the agony of coming up with great topics for each issue and making sure you send them to your carefully maintained list of subscribers?

Because your email newsletter is a marketing tool. It's one of the most cost effective ways in which you can promote your business. But it's not a way of selling your products and services.

So how do you use your newsletter for marketing your business?

  • Spread the word. You can use your newsletter to get your message out to lots of people - more people than you can talk to at networking meetings or call on the phone every month. Make it easy for people to sign up to your newsletter and you'll be able to get your message to an even wider audience.

  • Build your reputation. People who have never met you can get to know, like and trust you, through what you write in your newsletter. Use it to give away advice and ideas, rather than trying to sell and people will come to you when they're ready to buy.

  • Get to know your market. A newsletter is a brilliant way to find out what services people want to buy from you and what help they need. Ask questions in your newsletter and use the answers to write an even better one that will help you promote what you do. What do you find most difficult about writing your newsletter? Click here to let me know.

Use your newsletter to promote and market your business and the sales will come without you ever having to use a sales pitch!

M is also for ...

Marketing Research - which I hinted at above. You can use your newsletter to test new ideas, ways of getting your message across and even products and services.

Milestones - to make writing your newsletter easier, set yourself some goals and milestones. I usually write the first draft of the A-Z of Newsletters on a Friday. I look at it again on Monday and make any changes, before sending it out on a Tuesday. That way it's less of a rush.

Misunderstandings - use your newsletter to explain to your readers, in jargon free terms, exactly what it is that you. That way, they won't ask you to do something you don't do!

Marketing Message - if you leave near Reading in Berkshire and would like some help with your marketing message, you might be interested in an event on 21 February 2008. I've been asked by the Federation of Small Businesses to run an interactive session, where you can bring your marketing materials and ideas, and get feedback on them. Click here if you'd like me to send you more details.

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