The other day I heard someone say, “Printed newsletters? That’s so 90s.”
Let's face it, when you compare them to email and blogs, printed newsletters do have - shall we say - a vintage feel.
Dead trees and ink are hardly sexy in green-tinged, e-everything 2008.
But this is the thing (actually, several things):
1) What’s popular or new isn’t always the same as what’s successful. Just because Facebook is the new thing, it doesn’t mean it automatically replaces older keep-in-touch methods. Beware of being distracted by bright, shiny objects.
2) What works, works. If printed newsletters are working for you, then use them. If they’re not, then try something else.
3) ROI is what counts. Printed newsletters are more expensive than, for example, email to deliver. But count the results: which gives you the most bang for your buck?
And, most importantly, it’s not a question of either/or.
It’s not the 90s anymore. And that’s a very good thing, because we have so many more ways to reach clients.
Businesses should be using multiple media – and integrating multiple media. Why? People like to be contacted in different ways and like to interact with your company in different ways. (Some like to call, some go to the Web for more information, some prefer to receive a brochure through the mail.)
If you’re using printed newsletters, keep these points in mind:
1) Use your newsletter content in multiple ways: on your blog, in e-newsletters, on sites such as Squidoo. Then you’ll get more bangs for your content buck.
3) Use your newsletter to encourage people to visit your website or email you, employing devices such as offers and quizzes. (In my real estate newsletter, for example, I include a quick quiz, with clients encouraged to contact their Realtor for the answer.)
4) Put a sign-up box on your website for your printed newsletter. Consider using a special report as “bait” to encourage them to raise their hands as good prospects.
Friends or foes? Most definitely friends. They work better together than alone.