There are some kinds of businesses that are a part of their customers’ weekly, if not daily routine—grocery stores, drycleaners, and gas stations to name a few. Other companies, such as clothing and hardware stores or even restaurants, also typically attract mostly repeat business. As long these operations offer competitive prices, good service and are conveniently located (with no new arrival in the market appearing significantly better on any of those points) customer loyalty should remain fairly strong.
But how can businesses instill loyalty when clients may need their services on an annual basis at best, or perhaps only a few times during an entire lifetime? This is the common situation for many professional service providers such as attorneys, CPAs, medical specialists, IT solution providers, or architects to name a few. An e-newsletter may be an economical and effective way to maintain top-of-mind awareness with prospective clients during those long stretches between having a need for the provider’s services.
Simple name recognition is good way to initially differentiate your business from others in your market. But more importantly, an e-newsletter emphasizes the expertise that’s available from professionals at your company.
The greatest challenge associated with producing any e-newsletter – one distributed via email – is getting an audience to read it. And even when a recipient originally made a conscious decision to request the newsletter, it’s not unusual for that person to soon find himself deleting the communication unread, marking it as spam, or taking the final step of asking to removed from the subscription list.
Here are few dos and don’ts that will help maintain reader interest in an e-newsletter from a professional service organization.
Do offer news the reader can use. For instance, attorneys might offer tips as to what to do when starting a business and accountants could point out frequently overlooked tax deductions. Make the articles memorable, pithy and to the point.
Don’t make the publication just another advertisement. In fact, it will enhance the credibility of your e-newsletter if you don’t overtly “sell” anything at all. While articles can address issues that readers may be facing as well as the available solutions, avoid talking about your own company’s specific offerings. Consumers are savvy. If they read about a problem in your newsletter, they’ll assume you have a product or service to meet their needs.
Do make it plain that you’re local. People are more open to information that comes from a “neighbor.” Work references to area landmarks or events into the various articles. As silly as it may seem, people enjoying saying to themselves, “I know where that is.” Referring to local places and events will make your business seem less abstract to potential customers.
Don’t pontificate. A “message” from the company president or CEO is generally bad enough as a reader turn-off, but it may be forgivable if that message offers the “news you can use” component mentioned earlier. Observations about the state of the union, environmental policy, what’s wrong with kids today, or any other topic outside of the author’s professional expertise however, is a definite no-no.
Do keep it brief. While you may have articles that link to your Web site for more additional (non sales) information, the amount of content visible at first glance, should not take up much more room than one screen length. The format should also make it easy for the reader to scan for topics of interest, and quickly glean the facts.
Don’t overload your readers. Make sure the people to whom you send your newsletter have a reasonable chance of being interested in the information you’re providing. And your total number of broadcast communications (the e-newsletter plus any other announcements, alerts, sales promotions, etc.) should appear in their inboxes no more frequently than twice a month. Once a month or once every three months is probably often enough for your newsletter to make an impact without becoming an unread annoyance.
Do encourage reader interactivity. Solicit and make it easy for your audience to provide feedback about your newsletter. Not only is this good PR but their ideas could very well have great merit and can enhance your publication. Also make it easy for audience members to introduce people they know to your newsletter. And finally, make it easy for readers to unsubscribe if they wish to do so.
Properly executed and written with your audience’s interests in mind, an e-newsletter can help keep your business in the minds of potential customers for that specific moment when they may need your services.