Newsletter – Should I??


Is the newsletter a staple worth preserving or is it a throwback to a bygone era?

Well I think the answer is, “it depends.”  But mostly, Yes!

Webster’s defines a newsletter as “a small publication (as a leaflet or newspaper) containing news of interest chiefly to a special group.”

Who is the audience for your newsletter? That’s easy: your top clients, centers of influence and best prospects.

How should you deliver it? Emailed as a PDF or printed in 2 colors and mailed.

The best content? Simple—as in easily skimmed, with light content encouraging a follow-up call from the recipient.

What is the mission/purpose of the content?  To showcase your expertise on timely topics of discussion that would appeal to a broad swath of your target audience.

And does it matter? Absolutely!  Remember that most clients leave due to a lack of contact—newsletters automatically add to the number of client “touches” in a given year.

What about the alternatives like blogs, Twitter, Facebook and LinkedIn? Although blogging could replace one article on a more regular basis, most people want “old fashion” delivery methods–paper or email, and they want it pushed at them. They do not want to have to go out and get it or “opt-in.”

The best way to create a newsletter? There are many options and all can be acceptable. In general: In-house, written by you or someone in your firm or it can be Outsourced through an industry vendor. The important part, however, is that it has a customized masthead that matches the look and feel of your letterhead and other firm literature.

Costs – Should run about $1 per issue.

Benefit – More communication will aid retention and solidify your reputation as a resource expert for clients, prospects and centers-of-influence.

Guide – A newsletter is a great way to communicate with clients and prospects who like that channel of communication.

Action Item – I recommend you contract with a vendor who can create a custom masthead newsletter with ghostwritten content.

© 2009 The Advisors Center, LLC – All Rights Reserved

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2 Responses to “Newsletter – Should I??”

  1. 1 Brent Robertson August 3, 2009 at 9:36 am

    Some additional thoughts.

    Information is a commodity.

    Information is free for the taking, hence, it has very little value without context. When approaching the content of your newsletter, remember, your opinion and your context of the information is the only thing of value. Do not wast the opportunity to communicate with your prized clients with information they can get somewhere else. Additionally, look at anything you are publishing from your clients point of view. Is it of value? Is it what they want? Is it in a digestible format? Does it encourage them to reach out to you for more?

    Remember, you are an advisor and have great things to offer your clients, make sure you are delivering no matter what the tactic is.

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