An interesting and relevant newsletter can help strengthen relationships with clients and prospects.
“A newsletter is a really good strategy to continue to develop relationships with your current clients and to build relationships with prospects,” says Kevin Toney, marketing coach with Primetime Promotions in Winnipeg. “It’s also a very good way to demonstrate your expertise.”
Just don’t forget to run your newsletter content by your compliance department first.
Here are some suggestions to help you create eye-catching newsletter content:
> Look outside the industry
To find inspiration for your newsletter, go beyond the monthly market updates.
Many advisors send quarterly reports that outline the numbers from the industry, Toney says.
Instead, you should focus on topics that you and your clients will find interesting and useful. For example, you might highlight an article or a blog post on reducing stress in the workplace.
> Make it useful
Whatever the topic, make sure your newsletter provides clients with practical information.
For example, Toney suggests tips on retirement planning or saving for a dream vacation.
> Make a list
Grab your clients’ attention with lists.
Numbered lists create attractive, readable content, Toney says. For example, create a list of “Top 10 tips to help you save more.”
> Offer tools
Give your clients a little extra through your newsletter by providing them with resources they can use.
Find free tools such as budgeting and mortgage calculators on the Internet that your readers can use online or download.
> Focus on content
Make sure your newsletter focuses on valuable information —and not promotion.
The newsletter is not meant to be one large advertisement for a product or service, says Toney. Instead, it should consist of about 70% content and 30% advertising.
Make one article the main focus of the newsletter, he says. In a small, side column, invite readers to call you to discuss the topic in more detail. You could also provide a link to your website or blog.