Having a client oriented newsletter can be a great way to gain
repeat business, increase name recognition and stay fresh in the
mind of your clients. This forum gives you the opportunity to
provide value for your clients in the form of relevant information
and also provides a stage for you to present your services.
Marketing pros talk about the 3 Rs of a good marketing plan: 1.)
Reach: how many people hear your message? 2.) Repetition: How often
do they hear from you? And 3.) Relevance: How relevant is your
information? A quality newsletter allows you to address all 3 of
these issues. Here are some steps to getting started:
1. Choose a Title for your newsletter:
Your newsletter's name should reflect the personality of your
business and the kind of information that is likely to be found
inside the newsletter. The name should also be targeted to the
clients who you would like to attract. Make sure that you also
include all points of contact at the top of each issue.
2. Decide whether you will use a print or email format:
Personally, Im partial to email for a number of reasons. First of
all it is much easier to produce and maintain an email newsletter.
Second you can put a sign up section on your website that
automatically adds people to your list. And third there is very
little cost or work involved.
3. If you are using an email format, decide on a provider:
If your list will be larger than 50 people you will want to select a
service to automate many of the functions of producing a newsletter.
Some sites to check out are Topica.com, constantcontact.com or
4. Choose sections that you will have in the newsletter:
Your newsletter should have clearly laid out sections that people
can scroll through. Some ideas for possible sections could include:
an intro section, a feature article on a topic of interest
(retaining top performers, how to work with recruiters, hiring
trends etc.), a profile of one of your clients, an ask the recruiter
section, a section on recent searches that you have filled etc.
5. Be sure that you watch for quality:
Be sure to provide content that is useful and informative to your
target market. Again, this can include articles, editorials, readers
comments, Q & A's, research or How-to's.
6. Have a section where you can sell your services:
Have a section in your newsletter where you have space to sell your
services or self-promote what's new with your company. This is your
chance to tell your readers how you have been successful with other
clients and how you can help them as well.
7. Have an offering that motivates clients to call you:
Include an offer in the newsletter that will create an action on the
part of your reader to contact you. This can be in the form of a
consultation regarding their hiring needs, a complimentary salary
comparison that you can conduct, a first look at your top tier of
8. Include color and a graphic or photo of your team:
Lend personality and color to your newsletter with either a graphic
of the work you do or a photo of your team.
9. Be consistent:
Maintain a schedule for mailing your newsletter. Once a quarter,
bi-monthly, monthly...whatever you choose, keep to the schedule.
10. Track your results:
When you speak with clients ask for their feedback regarding the
newsletter. Keep track of when someone calls you as a result of
seeing the newsletter so that you can measure your effectiveness.
By Gary Stauble, reprinted with the permission of Gary Stauble