Make Your Marketing Newsletter Work For You
There are three main reasons why marketing newsletters or marketing ezines work so well.
The main focus, from the owner’s point of view, is usually her products or services or the
field within which she operates. If it offers quality help, advice and tips then the owner’s
position as an expert in her field is the silent message communicated to readers. Therefore
the primary advantage, from a marketing viewpoint, is that it demonstrates expertise.
Second, because a newsletter is an unsuitable medium for a fly-by-night operator, it follows
that the more firmly it becomes established, the greater the credibility of the owner.
Third, a quality newsletter containing meaningful content can engender loyalty by discussing
issues that the reader identifies as important and pertinent.
To sum up: if a newsletter sticks to the 5 rules of meaningful
newsletter content then it will:
- Demonstrate expertise (of the owner/producer in her field)
- Establish credibility (of the owner/producer)
- Engender reader loyalty (through a sense of identification)
Gaining Trust
These three things are what make marketing newsletters so powerful because they are the
main factors that lead to a favorable sales climate. Expertise plus credibility plus loyalty
= TRUST. Without trust, there’s no hope of a sale. But with trust—well,
the sky’s the limit! (By the way, I’d better make my position clear here. If you believe
that the end objective of marketing is something other than to increase sales then… well,
let’s just agree to differ!)
Comparing Alternatives
No other marketing tool can offer these advantages. Dollar for dollar, no other marketing
method comes near. Consider the alternatives. Advertising, for example, will cost you a lot
of money but it won’t demonstrate expertise, it won’t establish credibility, and it
certainly can’t engender loyalty. In fact many advertisers know that any buyers they might
gain need to be offset by the number who will deliberately avoid their products because they
were irritated by the ads! Sponsorships can engender loyalty but they can’t demonstrate
expertise and they can be very expensive, often way beyond the bounds acceptable for a small
business. Compare other alternatives and you will come to similar conclusions.
© 1999 Mike Alexander (Revised 2003)
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Mike Alexander is the creator and owner of '101 Newsletter Answers', the 'How-To'
place where the focus is on 'Power Communicating' with newsletters. http://www.101newsletteranswers.com
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