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Newsletter Doctor

 

Newsletter Problem Solving

Strategic and tactical newsletter expertise

for authentic, effective business relationship management.

why even bother

Q: The world adopted social media years ago. This led to the abandonment of most newsletters. Aren’t newsletters outdated anyway?

A: In addition to standing out in a world full of social media, good newsletters – especially good print-and-mail newsletters issued four or six times per year – are typically more effective today than ever. The top two reasons for this:

  • Many people feel overloaded by on-screen communications. They often have little time even for web-delivered communications that they want.
  • Effectiveness at social media requires high quality and high frequency of contact Yet, if you say too much too often, you must try harder to get and to keep people’s attention each time. In contrast, readers of meaningful, quality newsletters that arrive only a few times per year often look forward to their arrival.

relief for newsletter pains

Historically, most newsletters do not work. Recognizing this, Articulate’s Newsletter Doctor service came about in recognition that many newsletter issuers feel discouraged with these difficulties:

  • maintaining consistent quality.
  • issuing newsletters on time.
  • generating good results.

common newsletter problems

For the issuer of a newsletter:

  • A newsletter that people receive but do not read can be worse than no newsletter at all. This is common with newsletters created with a free template that contain articles readers do not find meaningful to themselves or to their relationship with the newsletter issuer.

For the recipients of a newsletter:

  • Particularly e-mail newsletters often create a feeling of burden or nuisance for subscribers as unread newsletters accumulate in their in-boxes. This typically diminishes how would-be newsletter readers feel about their relationship with the newsletter issuer.

To click “unsubscribe” is not an act of brand loyalty. Rather, it indicates active disengagement from a brand.

Aim for this

Most newsletter issuers consider frequent contact good. Fewer realize that meaningful contact with custom content at the right frequency is best. An authentic, original newsletter can help invaluably at:

  • maintaining hundreds or thousands of business relationships meaningfully over time.
  • developing or increasing the depth of many business relationships.
  • generating good-quality referrals from the best source – current and inactive clients.
  • reinvigorating inactive business relationships, at least as referral-generators.

Get involved in your newsletter.

A newsletter requires your involvement in each issue if you expect it to help you:

  • to develop and maintain loyalty to your brand.
  • to deepen your business relationships.
  • to generate qualified referrals.

People recognize and appreciate authenticity when they see it. This requires your involvement each time.

Get a newsletter expert on your side.

Many consider themselves too busy for regular involvement in a newsletter, so they seek a turn-key solution, or something off-the-shelf that can be customized. Most often, however, this leads to the failure of an inauthentic newsletter and associated brand-diminishing effects.

The trick, then, is to limit and leverage your involvement. This is where Articulate Consultants newsletter experts can help.

Take advantage of Articulate experience and expertise.

Articulate's principal consultant, Glenn R Harrington, has reliably demonstrated expertise at collaborative newsletter creation since before he founded the company in 1996. He has developed a flexible collaborative process and manages it so that client involvement is limited to the necessary.

these returns on investment

For people who need to develop and maintain hundreds or thousands of business relationships over time, the benefits of Articulate's expert involvement in client newsletters include:

  • more business per client.
  • more, better referrals.
  • lower cost per sale.

It is possible.

Imagine an authentic, effective custom newsletter that provides meaningful contact with readers who welcome each issue. Imagine a reliable net return on your newsletter investment. With Articulate Consultants involved, these are not just possible but likely.

Let the newsletter doctor relieve your newsletter pain.

Newsletter problem solving and newsletter problem avoidance are Articulate Consultants specialties. Since 1996, Harrington plus Articulate's staff and associates have guided the successful turn-around of many a newsletter. They have also led the launch of successful newsletters from people who had never issued a newsletter before. In any case, Articulate Consultants can make newsletter success more achievable.

 

Case Study: Newsletter-based Client Referral Program for Personal Injury Law Firm

A law firm specializing in disability and insurance law wanted clients whose cases had been closed to provide good referrals. Proving doubters wrong, they found that a newsletter focused on client relationship maintenance could generate qualified referrals.

Accurate case study includes details.

Click here to read the case study now.

 

Article: Why Most Newsletters Don't Work

             part one: Success and How to Monitor It

Some people think newsletters don’t work. Often, they’re right. This article discusses how to gauge and achieve newsletter success.

Includes tips on what numbers to watch.
Click here to read this article now.

 

Article: Why Most Newsletters Don't Work

             part two: For Effective Newsletter Content, Get Real

Client newsletters do generate results. Yet, many business people who issue a newsletter find it frustrating to generate the results they want. Those not willing to give up on their client newsletter need to get real about newsletter content.

Includes tips on performance expectations and measures.

Click here to read this article now.

 

Article: Newsletter Pain or Pleasure?  

Is a client newsletter a waste of time or a goldmine? This article discuses how it could be either, and supports an informed decision toward newsletter success.

Includes tips making a newsletter an engaging brand-management tool.
Click here to read this article now.

 

Article: Do Not Write Your Own Newsletter

            We already know: You’re an expert.            

Why not write your own newsletter? Because it’s not common sense. Newsletter and loyalty expert Glenn R Harrington explains how to do better.

Includes a simple formula for appropriate involvement ensuring authenticity.
Click here to read this article now.

 

Read this too: Social Media for Small Business: 52 Points Toward An Informed Decision

Individuals and groups can book consulting by telephone with newsletter expert Glenn R Harrington of Articulate Consultants. Click here for booking information.

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serving Canada and the USA

from Victoria, British Columbia, Canada

When the clock on the wall of Articulate Consultants says 12:00 noon, then clocks in Vancouver, BC also say 12:00 noon.

© Glenn R. Harrington  /  Articulate Consultants Inc.