Newsletter Associates

Your website is your cyber "store front" and your newsletter is your personal representative. The closer these two work together, the stronger your message and your "brand" will be.

A significant finding from a recent usability study of ten e-mail newsletters was that users had a very strong emotional reaction to the newsletters. This is contrast to the same usability study of website usability where users were more interested in functionality. People tended to want a website to be more of a tool. Somewhere that they could go to find answers. They want to get in, find what they want, and get out - quickly.

Newsletters, on the other hand, were considered more like a letter from a friend. They were anticipated and, in many cases, saved for future referral. Your newsletter can create a bond between you and your readers, much more than your website can. But don't discount the value of your website.

A solo or small business needs a good website because, in most cases, it is the front line of perception. When a potential client is researching your services, they'll visit your website first. It's important that it be as professional as possible. It should list your credentials and your services, as well as any workshops or events that you're involved in. This is where you establish what an expert your are. Very important. Pay very close attention to having a clear and easy way to navigate you website.

Your newsletter is where you can let your personality shine through. This is where you build, develop, and maintain the relationships that fuel your business. You can speak directly to each individual client, or potential client. Tell them how you know exactly what they're going through and how you've helped people with similar problems.

Make your newsletter interactive. Ask your readers questions, take polls, see what they think and what they want to know. The more you develop a two-way conversation with them, the more they'll stick with you. That's called customer loyalty. And don't forget to add lots of links to all that great information back on your website!

Your newsletter is where you dangle the bait and your website is where you hook your clients - but in a good way. Remember, these people signed up to receive your newsletter (they did sign up, right?!). So , they're interested in what you have to say. Give them good solid information in your newsletter. Let them know what you have to offer, but don't hard sell them. Respect your readers. Gently inform them of what you've got to offer. Show them, through case studies, how you've helped their friends and neighbors. Just whet their appetite.

Always allude to further information on your website should they want to know more and include a link. The best thing about an e-mail newsletter is that it's really effortless for the reader (or your should make it be, anyway). The other great thing is that every click can be tracked. This way you know which link on your newsletter is getting the most clicks back to your website. This tells you a great deal about what your readers are interested in. Post more information related to that topic on your website and do more articles in your newsletter about it.

Try different word combinations and measure the results with your email tracking program to see which pulls more clicks to your website. This is how you fine tune your Internet presence to be the most relevant to your clients. Here are some quick tips to remember for your newsletter to be your best representative:

Be sure that it's targeted to your audience
Don't talk down to them and be sure to address their specific needs
Be an original
Always include a personal message even if you're using stock articles
Brand consistency
Make sure that your website and your newsletter are consistent with your personality and business personae
Make it interactive
A relationship is a two-way street, so be sure your readers have a say

What's the point?
Be clear about the objective of your website and don't try to be everything to everybody
Be professional all the way
Have a high quality logo designed and make sure that you've got a professional and clean design. Avoid clutter at all costs - if in doubt, leave it out.
What's your name?
Get your own domain name (www.yourbusiness.com) - nothing looks more amateurish than a URL like "www.earthlink.com/blahblahblah/~my company
Use your domain name to create a real e-mail address
It's much more professional to have an e-mail address like: info@mybusiness.com than to have something like mybusiness@hotmail.net
Make it easy to find
Be sure that your URL is clearly printed on all of your marketing material
Have a reward
Have lots of useful information that your visitors can take away and update it often to keep them coming back
Contact information
Include clear contact information including your physical address and phone number - it looks more credible
Be consistent
All of your marketing material should look like it comes from the same company! Develop a design theme that can be repeated on every page of your website, as well as on your printed pieces.
Establish a threshold of quality that you will not go beneath
Use only the most professional graphics and content - avoid clutter and "cutesy" at all costs

The Internet increases our reach and opens up the world of opportunities, especially for small and solo businesses. Prepare your materials to take the most advantage of this very cool medium and nothing can hold you back.