| According to the Harvard Business Review,
91% of small businesses do absolutely nothing to retain their existing clients. That means
only 9% of small business owners 'get' these facts:
- The average American business loses 50% of its customer base
every 5 years.
- An existing customer spends an average of 67% more than new
customers.
- It costs 7 to 9 times more to acquire a new customer than it
does to retain an old one.
Mailing a monthly newsletter can eliminate all of these
problems -- if you do it correctly.
A successful newsletter doesn't just 'happen'. It's
composed of very specific elements. Without them, you might as well be sending your
clients a comic book.
7 Elements Your Newsletter Must Have If You Want to Retain
More Clients:
1. Content that IS NOT all about you.
Many businesses feel compelled to tell everyone how
wonderful they are. Forget it. People don't like braggers. Instead, feature content that
is interesting and useful. When you've engaged your reader with articles they actually
want to read, you'll have earned their trust and respect. This will lead to more sales.
2. Exciting, new and original content.
Your readers should look forward to your newsletters each
month. If your articles are boring, people will stop reading -- and you won't get any of
the benefits that sending a regular newsletter can bring.
3. Sense of professionalism.
Your newsletter is an extension of your businesses. You
pride yourself on providing personal, professional service or selling quality products.
Your newsletters must match your reputation. Make sure there are no spelling mistakes.
Write appealing articles. Have an attractive layout design. Print your newsletter on
high-quality paper. If it looks like it was published by your 7th grader, you've wasted
your time and money.
4. Personal touch.
Continue the initial connection you made with your client
by revealing a little about yourself in your newsletter. A personal touch will get your
newsletter remembered and enhance your image as an expert. Some people choose to reveal
something about their personal lives (maybe they play golf or went on a vacation) or share
tidbits about their families.
5. Offers and calls to action.
You should give people a reason to act NOW. If they wait,
they'll probably do nothing. So make a special offer available only for your clients. And
place a deadline on it, for example, for one month only. Changing your offer each month
will also help you track the effectiveness of your newsletter -- you'll easily see who
buys and who buys consistently.
6. Consistency.
Many businesses try to save money and send their
newsletters quarterly or even semiannually. Don't bother, if that's you. You're wasting
your time and money. Sending your newsletter out every month just like your clients
favorite magazines will help make your newsletter part of your client's daily lives.
7. Print it.
Yeah, yeah, yeah… printed newsletters are more
expensive. But think about this: How many companies are willing to do this? Your clients
aren't stupid. They understand the value of receiving a great newsletter every month.
Plus, printed newsletters are more effective than email newsletters because:
- They don't get caught in spam filters
- Everyone is sick of being bombarded by content online.
- Printed newsletters have a physical presence in someone's
home. This means they are likely to be kept, acted upon in the future and will probably
get passed on to others because they are viewed as literature.
So put an end to your dwindling client base. Save tons of
dollars by marketing to proven buyers. Capture and keep customers that would love to spend
their money with you forever.
Just send your clients a proven marketing tool: A
well-written monthly client newsletter. |
