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Wednesday, April 26, 2006

Marketing with Newsletters
By Frank Furness

We all know how difficult it is to find new clients. When we have them as clients we have to do everything we can to keep them and provide them with great customer service.
What we need to do is develop a 10 touch plan so that we can be in contact with them at least ten times a year. Often we think that we have sold them our product or service and they won’t need us again. There is always going to be staff turnover, executives leaving the organisation and joining other companies and as long as we stay in touch, more business will follow. I recently returned from speaking in Sydney and this was as a result of a CEO selling his company in the UK and taking a senior position in Australia. By staying in touch he hired me to speak at the company in Australia.
So we either have to be with them face to face, on the telephone, by email, or the easiest way to keep in contact is by newsletter. I like to produce the electronic newsletter as the costs are minimal and I can see all the statistics of how many people open the newsletter, unsubscribe or link through to the website. (I’ve always been driven by ratios; I feel they are so important in selling)
Publishing a newsletter is a cost effective way to build your loyal customer base. You keep your clients updated about your business, latest offerings, as well as new products and services. It keeps you and your business visible
Good information gets distributed. So, a newsletter is a means of viral marketing, your clients will pass it on to their clients and before you know it the telephone will be ringing from new clients that you never even knew existed. When I sent out my first newsletter, I received a call the next day from someone who had been forwarded my newsletter and this resulted in a number of talks and training days with that company..

Here are some tips for producing your newsletter:
• Always ensure that you have a main article that provides information that your readers will find valuable. Your articles form the body of your newsletter. They should be informative and arouse the interests of your readers. Articles should be well written, and checked for spelling and grammatical errors. Your readers will be appreciative of the fact that you have given much thought and preparation to your articles. I always try to add value with good practical information.

• Keep abreast with the current developments of your field. Your readers want to know what is new and what is hot.

• Within your Ezine, throw in links to related articles that you have written or been featured in when appropriate.

• Offer testimonials from satisfied clients

• Give real life examples and show how you’ve helped clients

• Case studies always position you as the expert in your readers’ minds more than you coming out and saying so.

• Jot down eight questions your clients have asked you in the past

• Answer each one in a short article, as there may be many other clients who have the same questions in mind.

• If you have been to any industry conference workshops or seminars where you’ve picked up some helpful hints, share these with your readers

• Offer a list of your top five to ten tips on a certain subject

• Recommend books or resources and offer reviews on some of these books. By the way, take a look at my new list of recommended books at

I have produced a short video to demonstrate how I develop my newsletter each month, take a look at
I also use constant Contact for my electronic newsletter and find them to be terrific, take a look at their site and try them for free at

Frank Furness CSP CFP is a professional speaker and trainer specialising in sales and sales management. He has educated, entertained and inspired audiences in 42 countries. His publications and sales CDs have been sold globally. For more information or to sign up for the free ‘Sales Tips & Ideas’ newsletter, email or telephone+ 44 (0) 1923 248200.

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