With some planning, creativity,
and a budget, a company newsletter
can be a subtle yet persuasive
form of marketing. A newsletter
can generate referrals, help clinch
a sale, and help keep your name in
front of the consuming public.
Don't Overpromote
The two most important aspects
of any marketing newsletter are its
ability to relay specific information
to a specific audience and to positively
reinforce the reputation of
your company. A successful
newsletter concentrates on the
needs, concerns, and interests of its
readership, and puts self-promotion
on the back burner. The very act
of conveying useful information
will help promote your company.
Polly Evans, president of Case
Design/Remodeling, Inc., Bethesda,
Md., stresses her company's
belief in subtle marketing. "We try
to incorporate items that