Show Notes
In today's fast-paced digital age, where attention spans are fleeting and online advertising is saturated, newsletters provide a unique avenue to help you establish a direct and personal connection with a loyal customer base.
On this episode of the High Performance Marketing podcast I'll share how you can deliver valuable and relevant content directly to to you clients mailboxes.
TRANSCRIPT
Welcome To the High-Performance Marketing podcast, a show dedicated to helping small business owners connect with their ideal customers using simple marketing and quality content. I'm your Marketing Guide, Ali Garbero.
In a world where everything is online, it's easy to overlook print marketing as outdated and irrelevant. And when you think about print marketing, it's most likely that images of card stock flyers - that you throw in your recycling bin come to mind.
On today's episode of the podcast, I'm sharing why print is still a powerful medium to help you connect and stay top of mind with your clients and customers as a tried and true method that can help your business stand out in a digital age.
Specifically, I'll take you down the path of printed newsletter content success secrets.
Ok, look, I know what you're thinking, "Printed newsletters? In a world of emails and social media?" But trust me, there's a lot of untapped potential in this classic marketing tool.
So let's get started!
First, let's think about how newsletters provide a tangible and engaging experience that digital media simply can't replicate. There's something about flipping through the pages of a magazine or holding a physical glossy sheet of paper that just can't be replicated on a screen.
Newsletters have a greater sense of permanence than digital media. While a Reel or Facebook post can be easily forgotten or buried in a feed, a physical newsletter can be revisited time and again. In fact, many people even stick these to their fridges if the information is relevant, or helpful enough.
Also, while I’m certainly a huge proponent of email marketing, not everybody will open your emails. Which makes a printed newsletter something you can use to increase your customer reach.
Naturally you’re probably thinking about what kind of newsletter content to create and share, so I’m going to give you some key points to consider to help make your newsletters magnetic and something that your audience of readers will look forward to receiving.
First, although your newsletter is a marketing tool, we don’t want to make it look too much like marketing. Think about making it look more like a publication. Experts publish things, you may look to salesly if you’re sending out a quote unquote marketing piece.
So for example if you’re a real estate agent, you don’t want your newsletter to be full of just listed properties or market stats. If you’re a mortgage broker, you don’t just want to share the latest from Fannie Mae and Freddy. And if you’re a bowling alley, you wouldn’t just send images of half off pizza slices.
If you need inspiration, pay attention to the printed publications you receive - the ones you keep and read. Again, you want your newsletter to feel like a publication and less like a marketing piece.
The goal is to sneak in under the radar and publish valuable material for readers while also sprinkling in some marketing.
The benefits of a newsletter include:
Most of your competitors aren’t doing it.
It stands out and helps you build brand recognition
It bypasses email spam filters and the dreaded Gmail promotions tab
It can also be read by more people than just the recipient
You can also include other things in the envelope besides just the newsletter like tickets to your next client event, an industry report, or a magnet with a local list of your preferred vendors that’s branded with your information on it.
But let’s talk about a challenge that can sometimes be overlooked with newsletters and that’s building a distribution list or database of peopl
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