Newsletters ... the benefits

Advertising guru David Olgilvy (1911-1999) said, “There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 percent more readers.”

Producing a newsletter should be used as an opportunity to gain your readers respect by establishing your organisation as a credible authority in its field.

Increasing your market profile in this way will begin to soften your sales targets as they start to perceive your company as one that understands their needs and can answer their questions.

Along with a basic content of general information that is both useful and interesting to your customers you will also be able to add in news relating directly to your organisation that will also be of interest, such as offers and promotions, forthcoming exhibitions new products.

This approach effectively brings down the first barriers towards a potential sale, and build firmer bonds with existing clients.

Flyers ... effective uses

Flyers can be an extremely effective way of focusing your clients attention on a particular offer, product or service available from your company.

To get the most from your direct mail carefully consider the following tips;

Strategy – form a clear picture of the message. Be precise about what you are offering and be sure of your goals.

Target – who should it be sent to. It is important to focus both on who you would like to read it, as well which recipients will find it interesting enough to read.

Timing – when to send it. Is the offer time critical? Are you trying to maximise on your boom period, or boost your slumps?

Response – do you expect a response? If so ensure that it is as easy and cheap as possible for recipients to do this.

Planning - what comes next. Use your flyer as part of a campaign, plan your follow-up with phone calls, further direct mail or other promotional activities.