Writing a company newsletter and distributing it to your clients and prospects will bring your business many benefits. By writing a company newsletter, you will keep people informed about company developments, such as new products, services and offers. A newsletter will help you maintain regular contact and remind clients about your company at an affordable cost. Writing a newsletter will also build your company’s credibility by showing your industry expertise.
The first and most important questions “Who will be reading the newsletter?” and “What should I write about to make it interesting for the readers?” Fortunately, there’s so much to cover you should have no problem coming up with ideas for interesting content.
Here are a few of the things you can cover when writing a company newsletter:
1. Message from the CEO or other leader – this message can cover the latest developments in your company and industry, and include helpful ideas and insights. The leader’s message should be conversational and friendly, as if the CEO were speaking to a small group of your clients. Having this type of message at the beginning will give your company newsletter a personal touch.
2. Success stories – show how your products or services helped solve a problem for one of your clients. If you can, try to find concrete measures of how the customer’s business was improved, such as “Our product increased output by 15%”. Also, quotations from customers will go a long way to build your company’s credibility.
3. Product or service news – write to inform clients and prospects of how your products or services have changed. Maybe they have been improved based on client feedback or they might have changed to meet regulatory requirements.
4. Tips and how-to articles – share your expertise and help make the lives or your newsletter readers easier. This could be how to use one of your products more effectively, get the most from your services, and select, install and maintain products. Even if you are giving free advice on how customers can do something themselves, many will still call upon you to do it because you are the expert who can do it faster and more effectively.
5. Stories about your staff – this could include news about new hires, promotions, anniversaries, and awards. You can also cover what employees do outside of work, such as volunteering in the community.
6. Photos with detailed captions – these will add some colour to your newsletter. You can show people on the job, working with your products, at trade shows and special events, and more.
7. Industry news – you can go in depth about your industry and those of the clients you serve. Topics to cover could include changes in the industry, new legislation, technological developments, and new challenges.
8. Community involvement – you can write about how your organisation participates in the community. This might include supporting charities, volunteering, providing scholarships, training new graduates through internship programs, speaking at schools and universities, and caring for the environment.
9. Interviews – you can interview key employees, industry experts, managers, customers and suppliers. Make sure that your interview includes information that will be interesting to your readers.
10. Special deals and offers – although a company newsletter should focus on showing your expertise and building credibility, you can use it for special offers. But make sure that you offer plenty of free information and advice before you sell. Some internet marketers recommend making at least four contacts with free information before you sell anything. It would not be appropriate to have the beginning of your first newsletter promoting a special offer. Build trust and rapport first, and then you can make special offers.
These are only a handful of ideas you can use for writing a company newsletter. A good place to start is writing your ideas down and researching to determine which content will interest, inform and influence your readers.
