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
