| Relationship building is at the forefront of how we | | | | promotional activities accordingly, rather than |
| interact with our customers. No longer is | | | | taking a stab in the dark. Remember to keep |
| promoting your business about who can grab the | | | | your newsletter as relevant to the reader as |
| most attention in the loudest way. It is about how | | | | possible. Why not do a client survey and ask |
| we make genuine connections with our clients or | | | | them what they would like to see. In fact, you |
| audience - your audience - that wants what you | | | | can include surveys in your newsletter. What a |
| offer and recognises they need you. Regular | | | | great idea! |
| newsletters help nurture this relationship. Here we | | | | Obstacle 4: No writing skills |
| look at 5 of the most common obstacles to doing | | | | Fair enough. Writing is not everyone's cup of tea. |
| newsletters and offers tips on how to overcome | | | | Remember that it doesn't have to be perfect. Be |
| them. | | | | yourself! Perhaps you have great communication |
| Obstacle 1: No Time | | | | skills, but your writing doesn't do it justice. Here |
| Yes, newsletters do take time. In fact, marketing | | | | are some options. |
| takes time. The upside is that if you consistently | | | | Overcome limited writing skills by getting |
| make time for it, you will fill your appointment | | | | someone else to do the writing. This could be by |
| book. Newsletters are one of the best ways to | | | | sharing others online articles, or by purchasing |
| build a relationship with existing clients, educate | | | | pre-written newsletters, or using associates |
| them about what else you can offer, and | | | | articles that are relevant to your reader. Online |
| generate referrals. | | | | directories such as EzineArticles offer thousands |
| Overcome time restraints - by keeping it simple. | | | | of articles on hundreds of topics. Prewritten |
| A single page newsletter is perfectly fine. Just one | | | | industry specific newsletter services are provided |
| feature or story (500 words which is about half a | | | | by some companies. These newsletters can often |
| page). You could include a promotion or product | | | | be customised to incorporate your own identity. If |
| feature, or perhaps a case study/testimonial. | | | | you are a solid communicator, but find putting it |
| Inspirational quotes from your favourite | | | | on paper difficult, try recording an article on your |
| personalities add a nice touch. | | | | mobile phone or iPod, then transcribing it. You'll be |
| Obstacle 2: No Computer Skills | | | | amazed at what you can come up with! |
| Yes, this is still common, even in this day and age! | | | | Obstacle 5: Apathy |
| But there are a number of remedies available for | | | | Okay, I draw the line at this one. If you can't be |
| the technophobes out there. | | | | bothered, you shouldn't be in business. Go and |
| Overcome computer resistance by learning some | | | | work for someone else instead. |
| skills. They will never be wasted. Local community | | | | Overcome apathy by remembering why you are |
| centres and libraries offer courses for a minimal | | | | doing what you do. People need you, but it is up |
| investment. You could also have someone do the | | | | to you to let them know that you are here to |
| computer tasks for you. Delegation is a must for | | | | serve them. Start with your existing clients, build |
| successful business owners. Perhaps you have an | | | | relationships, and stay in touch. They will soon |
| admin assistant or receptionist that is up to the | | | | reward you with their gratitude for how you help |
| task and would appreciate the change in duties. | | | | them lead healthier and more satisfying lives. I |
| You may also have a PC savvy teenager who will | | | | promise that your consistent efforts will be |
| be happy to put it together. | | | | rewarded. Surround yourself with positive and |
| Obstacle 3: No idea what to include | | | | inspiring entrepreneurs who have similar challenges |
| Yes, this can really be a stumper! You can hardly | | | | in their own businesses. Help and encourage one |
| be expected to produce a newsletter if you don't | | | | another. Don't be an island, it extinguishes |
| know what to include in it. Or perhaps, you have | | | | inspiration. |
| so many ideas; you don't know where to start! | | | | So, to summarise my 5 tips are: |
| Both problems are equally challenging, either do | | | | - Make time, and then keep it simple. |
| nothing or get analysis paralysis. | | | | - Get technical help if you need it to make it |
| You can generate ideas by knowing your clientele | | | | happen. |
| and what makes then tick. Review your client | | | | - Ask others for their ideas |
| questionnaires, and the problems they present | | | | - Get others to contribute or write it for you. |
| with. Are there common themes emerging? Not | | | | - Stay inspired by remaining connected with why |
| only will this process help you to find out what | | | | you are doing the work you do, and surrounding |
| interests them, you will get a clearer picture of | | | | yourself with passionate people with a common |
| what your client profile is which is a crucial | | | | interest. |
| element when identifying your target market. | | | | "Obstacles are things a person sees when he |
| When you have clarity around this, marketing | | | | takes his eyes off his goal" E Joesph Cossman |
| becomes much easier because you know who | | | | To healthy marketing... |
| you are talking to, and can tailor make your | | | | |