Editor

Walt Bitler

Contributors

John A. Seiler

Diane Levin, Esq.

Natalie Fleury

Natalie J. Armstrong

Promote Your Practice with Newsletters

By Natalie Armstrong

Natalie J. Armstrong is President of Golden Media, the premiere marketing firm for the conflict resolution industry. Golden Media specializes in assisting mediators and arbitrators develop thriving practices. Natalie can be reached at Natalie@golden-media.com or by calling 310-836-4628.

 

     Newsletters and e-zines have an advantage over other direct mail pieces or email messages.  They aren’t considered junk mail.  Instead they’re happy, helpful, brief pieces of targeted information. 

     They promote specific goals and provide a service while selling a service.  In general newsletters and e-zines are a good way to bring in new prospects, keep in touch with existing clients, ad value to your services, reinforce your specialty, establish expertise and credibility, spur word-of-mouth referrals, inform and educate, bring back lost clients, publicize your practice, and network within your target market.

     Let’s first concede that most readers are in actuality skimmers.  They skim through the material looking for immediate information gratification.  So to accommodate all the skimmers I’ll skip right to good stuff.  Selling through newsletters and e-zines (electronic or e-mail magazines) can be summed up with NEWS.

N = Name:  Telling people who you are, where to find you and what you provide

E= Enticement:  Drawing people to your publication by showing that you can provide what your prospects want and that you’re an expert.

W= Written Words:  Giving specific features and reasons why your prospects should choose your product, service or cause over those of your competitors.

S= Sell:  Telling readers what action to take –call the toll-free number, enroll in a training, etc.

     To achieve these goals your material must be read.  Newsletters and e-zines that get read contain useful information presented in appropriate and appealing ways. Successful promotional newsletters and e-zines get people to read not only what interests them, but also what you want them to read. 

      Readers are attracted by content and design that’s targeted at their interests. For instance, print your non-profit organization’s newsletter on inexpensive paper to show them that you spend hard-won money frugally.  If you’re in private practice, print your newsletter on crisp, heavy stock to make a more impressive statement.

     Some types of newsletter content are news and articles, success stories, customer profiles, survey results, helpful information or opinions & editorials.  For news article you might write about current legislation as it applies to your target market, or a recent event, new product or service or upcoming event.  Success stories or hearing anecdotes (remember to be careful about the confidentiality rules) are an easy way to “show” your prospects the benefits of using your service.  Profiles about your clients are a great way to create client loyalty.  You can keep your client’s attention by giving them yours.  You might also want to provide your readers with survey responses that promote ADR or your practice in specific (testimonials work just as well for this category of content).  And finally helpful information is what it’s all about.  Remember that to transform a prospect into a client, you must serve them before you sell to them.

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Promote Your Practice With Newsletters