Any business needs to keep in touch with its customers; before, during and even after any transactions that might occur. These contacts can help to increase sales or even increase repeat business. The concept of a newsletter is as simple as writing a note to your aunt ? the difference is only in how you put the material together. You can create an online newsletter that can be sent by email or you can create a traditional newsletter that can be handed out at the office or mailed to current and past customers. It may be a little more time consuming, but you could create a format for your newsletter that would allow you to distribute it both ways (without a large amount of changes being required). Online Newsletter Most of the newsletters that are sent over the internet arrive to readers through their email address. Usually these are obtained when visitors to your website sign up to receive more information or the newsletter. You will want to include regular columns (like what is happening in the news in regards to the industry) and also regular tips for increasing financial stability (tips for better credit ratings or clearing up credit). Most online newsletters are simply content. But instead of creating all new content for your online version, you may be able to learn to cut and paste the content from your monthly newsletter to create the smaller content for the weekly email newsletters. Let me focus on the mail-out newsletter. Mail-out Newsletter This is the traditional format of newsletter that you often will receive from your clubs, churches or other organizations. It tells you what is going on with the group in the upcoming month. For your purposes, you will want to have new information that will help your customers (or potential customers) in the coming days. If you are holding classes, seminars or other functions, then you will want to include that information as well. Here are some key points in regard to a mail-out newsletter: 1. Content ?The content needs to be well written, grammatically correct and always spell-checked. It is okay to keep the written material in a relaxed tone (it doesn?t have to come across so professional that it is stuffy and uncomfortable to read). At the same time, you want it to be clean and correct in the way that it is written: a. Include articles about the future trends of the industry. b. Articles about recent movements in the industry (particularly those that have made the news) will not be sufficient ? add personal touches, like ?how this will affect you and your loan options.? c. Quotes not only make great fillers of space but can add punch to your content. d. Adding a quiz each month (like ?Measure your Financial Stability? or ?What do you Really Know about Investments?) can be a good way to engage your readers to look forward to their monthly mailing. e. Keep it simple to start. Most people have a limited budget for direct mailing, so keep your printing needs to a minimum. Use artwork that looks as good in black and white as it would in color. Keep your design to a simple format. Understand the difference in cost as you add pages to your newsletter (and also know the limit for regular postage vs. special postage required for heavier mailouts). 2. Creating the mailing list ? You can send out the newsletter that you have created to all the customers that you have in your files (and that?s not a bad way to develop repeat customers). It may also be a good idea to ask new customers (or potential customers) if they would like to receive the newsletter. Some people feel they receive enough junk mail as it is. But there are other ways to reach potential customers with the information and ideas you put together in your newsletter. a. Cold mailing ? mailing out to individuals who have not already requested information from you in some form. You can acquire this information from a number of sources, but there are companies that specialize in selling marketing information. It may be just as effective to send out your newsletters to all the addresses in certain areas of your community. b. Hold a give-away ? People are willing to give out all kinds of information if they think it means a chance for a free dinner, a free tank of gas or some free groceries (or most anything you can imagine). Just include a place on the registration form for the drawing that people can check if they?d like ?free information? about the loan or credit industry. 3. Sending it out ? Mailing hundreds (or thousands) of newsletters can be time consuming, which is why many people are publishing their newsletters over the internet. This could be a great way to have your children (or other young people) involved in the work process. Have them put the material together for you. Newsletters are good for distributing your name out to people that might not otherwise think about who you are or what you do. It can also be a great source of information, and even inspiration, for your current customers and all those future customers as well. Brad Cooper National Mortgage and Publicity Expert Brad Cooper is a nationally recognized mortgage expert and is the managing owner of Cooper Financial Solutions in Farmington, Missouri. He has helped thousands of families while compiling over 16 years of mortgage experience. His unique blend of customer care, financial expertise and experience is the driving force behind his great success. Brad has also contributed numerous mortgage related articles published in various newspapers, mortgage publications and other publications throughout the United States and has developed speeches and workshops tailored for multiple audiences. To receive a complimentary CD on How to Receive $1,000,000 Worth of Free Publicity, visit www.loanofficerpublicity.com/freecd
