In today’s competitive market, it is absolutely essential that you figure out an inexpensive and effective way to market your product to your customers. If you are a small business, you may be wondering how this is possible when you do not have the budget to afford big-time advertising.
The world seems to be dominated by fast-moving visual images, giant billboards and two-page glossy spreads in magazines. As a small businessperson, how can you possibly compete with this relentless information blitz?
The answer is, don’t try to compete with this type of advertising at all. Don’t even contemplate it. Instead, beat the giant corporations at their own game simply by refusing to play in the same field. By using newsletters, you can leave blanket marketing to the big boys while you specialize in marketing to individuals. While they are hard at work dazing the masses with too much information, you are flying beneath the radar and using clarity and affability to increase your business - one customer at a time.
They work in terms of customer relations because they provide an intimacy that blaring announcements and flickering screen images never will. They allow a customer to absorb information on his or her own terms and to connect with your brand rationally and emotionally at his or her own pace. People recognize the voice of a real person behind the newsletter and find it easier to relate to that product than to one endorsed by a giant puppet, cartoon character or celebrity spokesman.
Newsletter advertising makes the customer feel as though he or she is still in control of what will happen during the buying experience. Customers don’t have to wait for the commercial to repeat itself or for that 1-800 number to flash on the screen again before they can find out more information about a product or service. If they are well written, they can easily refer customers to specific sections and bullet points to find out more. If your information is valuable or fills some kind of niche, customers will also “work” for you as unpaid advertising agents by sending it to other customers. This, of course, leads to repeat and referral business. Newsletters may seem old-fashioned, but in the age of dissonance and information overload they are one of the best ways to connect with a customer in a competitive market.
Jim Palmer is the president of Dynamic Communication and No Hassle Newsletters (http://www.nohasslenewsletters.com). He is known nationally as the Newsletter Guru and is the author of Newsletter Secrets Revealed, How to Use Newsletters to Make Your Profit Soar (http://www.newslettersecretsrevealed.com).
Tags: business marketing, marketing, newsletter, newsletter marketing, newsletters
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