If you were asked to list your company’s assets in order of importance, what would your list look like? If your list looks like many others, it would include buildings, equipment, inventory, personnel, accounts receivable, patented items, etc. 

Surprisingly, few such lists would include the number-one most valuable asset you have: your customers.  

We’ve all heard the expression “Cash flow is the lifeblood of every business.” Well, guess where cash flow comes from? Customers are the most valuable asset you have, because with the proper nurturing and care, they will help you reach higher and higher levels of growth and success.  

The loss of customers can have a devastating effect on a company’s balance sheet. Many companies lose many customers every day for a number of reasons, and they don’t even know it. Most savvy business owners recognize that they would rather lose their equipment, inventory, or even personnel before losing their customers. You see, as long as you have a great relationship with your customers, you can survive just about anything. 

As I’ve mentioned many times before, companies willingly spend huge amounts of money to obtain a new customer or client. In fact, some companies actually break even or lose money on the initial transaction because they realize the lifetime value of a satisfied customer.  

The correct way to think about your customers in regards to your balance sheet is this: you have made an investment in each and every customer, and it is your responsibility to derive the maximum return on investment that you can from each and every customer. 

You might be asking yourself, “Is this simply one of Jim’s rants and musings, or does this actually have something to do with newsletters?” Probably a little bit of both. However, there is no doubt – let me rephrase that – there is not one grain of doubt whatsoever that a monthly customer newsletter will work miracles for your business.  

In my opinion, newsletters are, dollar for dollar, the most effective marketing tool available. The following are some of the benefits of a customer newsletter. 

1. Newsletters increase brand awareness.
2. Newsletters help build relationships with customers and potential customers
3. Newsletters are an awesome way to introduce new products or services.
4. Newsletters can enhance your reputation as an expert in your industry.
5. Newsletters have a longer shelf life than other types of marketing.
6. Newsletters are often read by multiple readers.
7. Newsletters are a great way to differentiate yourself from larger businesses that typically won’t do a customer newsletter. 

I hope that if you are still on the fence about doing a newsletter, or about how often you should publish your newsletter, I have given you something to think about – a way to protect and grow your most valuable asset.