MARKETING HOW-TO
CLIENT SUCCESS
To Communicate With Customers and Prospects? HOW OFTEN IS TOO OFTEN
A couple of years ago, my law office began mailing out a regular newsletter. We heard the talks at marketing seminars; mailing customers, both present and former, in addition to prospective leads and contacts, is part of a successful business model. However, I began to wonder if I was just going through the motions of putting the newsletter together. I began to think deeply about whether my law office’s newsletter was communicating a message to my mailing list or if it was just another piece of “birdcage liner” sent courtesy of the U.S. mail. In other words, I had fallen victim to publishing presenteeism. Presenteeism is defined as being physically present but mentally absent. As I took a critical look at my newsletter, I soon realized that while I was publishing a physical newsletter, very little mental thought was being given to the message being conveyed to the reader. I began to investigate ideas to improve my stale newsletter, and I discovered The Newsletter Pro. I talked with some of their clients and read through samples of their work. What impressed me was how receptive The Newsletter Pro team was to assisting with content rather than merely serving as a vehicle to print and mail a newsletter. So I signed up. After our first edition with The Newsletter Pro hit the mailboxes, I realized that the level of professionalism and commitment of the pros allowed me to relax and concentrate on the message of the newsletter. I didn’t have to worry about the logistics of having it edited, designed, printed, and mailed on time. My law firm finally had a newsletter with an overall presentation we could be proud of. There is no better way to stay top of mind with a potential lead than using an effective newsletter. And to be effective, a newsletter needs to convey a solid physical and mental message to the reader. Otherwise, while churning out a newsletter month after month, we become susceptible to the presenteeism virus that can infect efforts to grow our businesses. I can The Cure for NEWSLETTER PRESENTEEISM
Have you ever wondered if you’re communicating too much or too little with customers and prospects? Having the wrong strategy can easily cost you money. With too much communication, people opt out and stop paying attention. With too little communication, you miss out on sales because your competition got
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