At the start-up stage, business owners want to ensure that every penny is put into the best possible use.

Newsletters are information as well as communication tools that can be adopted by most small businesses with ease, to aid their marketing endeavour especially when working with a low budget.

They usually do not require much flair but a clear and easy to read layout is essential, less you lose the attention of your readers early. With the onset of electronic newsletters it has become an inexpensive and eco-friendly means of staying in touch with current and prospective customers.

When created and maintained properly, it can be used to achieve the following:

1. Educate your readers on the benefits of your service or product as well as other key relevant issues. Tell them about any awards achievements or improvements that you have made to your services or products.

2. Motivate a response from readers. You can get valuable feedback on various issues including new products or services, learn about customer needs or how you can improve on your offerings.

3. Showcase your expertise by offering hints and tips.

4. Strengthen your credibility by including testimonials of satisfied clients.

5. Showcase your knowledge of relevant issues as well as the relevance of your company, or to provide your input on matters that may affect your readers. Provide industry specific updates or other timely and relevant information.

6. Keep your business name, logo and contact details before clients and prospects alike.

Remember, you want your newsletter to be read, not tossed after a brief glance. Consider the following when planning your newsletter campaign:

• Define your target audience.
• Determine how often you want your readers to receive your newsletter considering the time and effort required in producing it and commit to it.
• Keep it short and sweet. Use a series of short easily understood articles as opposed to one long one.
• A good choice of colour schemes and some illustration can make your newsletter more attractive to your readers.
• If its industry specific you may use industry specific terms depending on your target market.
• Invite a response from your readers and be sure to include your full contact details, allowing for different ways of contacting you. Encourage them to share their comments or opinion on issues expressed. It gives you an opportunity to connect with them one on one.

Bisi Adepo-Bassey the SoHo Cheerleader is a business coach, workshop/group facilitator.

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