The real value of a monthly newsletter is not calculated in terms of how much money you spent on writing, layout and design. It is calculated in terms of the ROI (return on investment) that you get out of it. For instance, if each newsletter you write costs you $500 to write, layout, publish and mail, it is well worth that cost if it brings in $40,000 of business. There is no rule about what the ROI must be – but by definition, the more profit you make, the better your ROI. 

As is true of many endeavors, the real value of a monthly newsletter is what it can bring you in terms of repeat and referral business. This is because it costs far less to sell to a customer you have already converted than it does to try and find new customers for your business. Finding new customers can be costly, especially if you need to purchase leads from a company so you can send out direct mail newsletters.  

A monthly newsletter can help you build loyalty among your current customers because in addition to amusing or entertaining them, it offers you an opportunity to connect with them one-on-one. A newsletter should also serve as a way to tell your existing customers about new products, sales you are having or incentives for them to help you find new customers. Getting your existing customers to spread good word of mouth (or “word of mouse,” as it is sometimes called online) can mean saving a great deal of money on advertising. 

In fact, it is apparent that the real value of a monthly newsletter is in its function as a viral marketing tool. This only works if you can provide really valuable and unique information that relates somehow to the product or service you are selling. Having quality content is absolutely essential, or your current readers will not bother to pass your newsletter along to new or potential customers. This is because nobody wants to read recycled or stale information – that’s yesterday’s news!

My business for almost 30 years has been writing and publishing newsletters. As you might imagine, I spend a great deal of time writing. Like most things, doing it a lot tends to make you better. As I have mentioned at least a few times in this blog, I read TONS of books. Reading also makes you a better writer.  As a blogger, I visit and read a lot of blogs and one of the things I notice is that many focus on what to do. In this entry I want to focus on some of the things that you should avoid as you produce a customer newsletter for your business. By the way, I think I will list some of the blogs that I visit in a future posting, so keep coming back.  Here are Four Critical Mistakes You MUST Avoid! 

1. Not providing contact information — It’s hard to believe, but I have seen this too many times! If you’re going to take the time to create a great marketing tool such as a customer newsletter, don’t forget to tell your readers how to contact you!
2. Forgetting it’s not about you — There is always a big temptation when you start writing your newsletter to write about what is in your mind or what’s important in your world. WRONG! If your customers are going to read and enjoy your newsletter, and therefore read it again and again, it must contain information and content that is important to them.
3. Not enough pictures — One of the quickest ways to get your newsletter NOT READ is to load it up with tons of text and no pictures. I often joke with my clients about my patented (just kidding) rule of thumb for readability. Here it is: if people look at your newsletter and quickly determine that it can be read in ten minutes or less, chances are it will probably get read — otherwise it won’t. It will likely go into the pile of things that someone intends to read but probably never will.
4. Lack of distinctive personality — For heaven’s sake, don’t be boring! People get enough boring marketing messages thrown at them every day. Give your newsletter some personality. Make your readers feel a part of something fun and unique. Trust me on this; your readers will look forward to every newsletter if they learn something, are entertained, and crack a smile!

To learn more secrets about writing and publishing a newsletter, get a copy of my book, The Magic of Newsletter Marketing, the Secret to More Profits and Customers for Life by clicking here.

If writing and publishing a newsletter seems like a daunting experience, then check out my wildly popular ‘Done-for-You’ newsletter program called Success Advantage. It is truly a No Hassle Newsletter!