The Essential Assistant

helping you take care of your business


Your Best (Marketing) Friend

This is the time of year when many business owners think about reaching out to clients and business associates. Some send a traditional greeting card that includes a simple sentiment and either a handwritten or printed signature. Although this is a nice gesture it doesn’t add any value to your products or services and certainly may not make a lasting impression on your clients.  Why not try a different approach this year with a newsletter that can be used as a marketing piece throughout the year?

Read on to find out how a newsletter can be your best marketing friend to reach people during the holidays and beyond.

A newsletter is a great way to share information about your business and your industry. You can highlight the “back end” process of your company, include photos of your office and staff and introduce new products or services.

Education can be a key component of a newsletter. What are some of the most important things about what you do that people should know? Explain common terms that are used in your industry. Share easy to understand facts and figures (but be careful not to overwhelm or get too technical).

Your newsletter should have some personal information as well. Introduce your family, share your “why you do what you do”. List any hobbies or unique interests that you have. Give some details about your background; where you were born, schooling, first job, etc.

Use graphics and colors that are appropriate for the season and the message you want to convey. You want your newsletter to be visually appealing and easy to read. Don’t overdo It though – too many pictures and animations can be distracting and take away from your message.

Consider your audience. Most people are using mobile devices to read emails and social media posts these days. Make sure that your format reads well on a phone or tablet. Also limit the number of buttons that you include in your newsletter. If you have too many “Download now” or “click here” buttons your reader will lose interest and stop reading. Most people will only click one or two buttons on a mobile device and only if it is something that they are really interested in.

Be sure to include a personal message from you – especially if you are sending this as your holiday greeting.

One final thought – a newsletter can be a versatile, ongoing marketing piece. Start now and publish at least once a month to keep your business in front of clients.