PRACTICE CORNER FROM THE Marketing: Newsletters: Your Secret Marketing Weapon!
Question: What is one of the best ways to increase retention, referrals, and sales, where YOU control the media? Answer: Mailing out a monthly newsletter! While tax resolution isn’t a “repeat business”— although, I’ve had my share of repeat offenders! — physically mailing a newsletter to past and current clients is a great way to not only get referrals but also to keep them coming back for other services you provide. Newsletter marketing is an important strategy because it: • Builds and solidifies your authority, credibility and expert status. • Sells your services and gets others to refer to you. • Gets people to know, like, and trust you. Newsletters should be physically mailed as opposed to emailed, unless you do both. Email “open rates” for newsletters are about 9–12 percent, while physically mailed newsletters enjoy 90 percent “open rates.” “Must-Haves” in your Newsletter: • Celebrity gossip • At least four pages • 75 percent needs to be non-technical • Client story of the month (Interview your client and write a feature story of how much they owed, how you resolved their problem, and what the results were.)
Referrals and sales from newsletters increase when you mail monthly. On average, a printed newsletter lingers in the home or office for three months. The great news for our Gold and Diamond Roz Strategies Members is that we deliver a four-page, done-for-you newsletter every month to your email inbox that takes all of the above into account so you don’t have to create one from scratch. You can also find this month’s current edition on the members site. We even have a resource for you who will print and mail them every month. Hint — it’s the same people that mail our newsletters! Call the office at 888.670.0303 and either Becky or Sue will assist you. Bonus Strategy Tell one of your referral sources that you would like to feature him/her in YOUR monthly newsletter. Get a headshot photo and brief bio to put in your newsletter. Ask them to distribute that newsletter (with them as the “celebrity”) to their database. Personally deliver 100-plus copies of the newsletter to be placed in their front lobby or reception areas as well! Here’s to your success!
–Michael Rozbruch
888.670.0303 • 3
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