Newsletter Printing – Let your Customers Sell for You – part 2 – 2nd November 2009
Client profile.
A client profile includes some of the same information as a case history, but it has a different format. Profiles give more detail on the history and future plans of the person, group or company, along with their names, faces and, possibly, phone numbers to contact. The profile includes how and why they use your products or services.
The sales power of profiles is weaker than that of case histories. However, they help build rapport with your customers, members or supporters. Including a profile in each issue lets your readers know how you appreciate their business or involvement. Show photographs of your clients as part of the recognition. For example, include a photograph along with an article on your best customer being voted women of the year.
One consultant used her local newsletter as a way to help her clients “network” with each other. She included information on clients’ services, along with their phone numbers. Increasing business for your clients is a sure way to build customer loyalty.
Welcoming new clients. Organisations with expanding client bases may want to include a welcome message, along with a list of new clients or members. This not only recognises the new customers, but tells existing clients that you are an active player in your industry.
Providing Support for Customers
Another way to demonstrate commitment to your readers is to give them technical information and support. Within this type of article, you can reiterate the features of your products or services. You allay one of the greatest fears of most customers: you assure them they won’t be abandoned after their purchase or decision to support you.
Educational information can include:
- “how-to” lists
- Ways to make better use of your products or services
- Background information on an issue or current event
- Educational material to help readers advance their careers
- Worksheets to help readers save or budget money
- Toll-free phone numbers for customers to call with questions
- E-mailed classes
- Tips for dealers on how to promote your products
Often, the support articles you provide for your customers save you time or money as well. For example, answering common questions saves your customer support telephone and e-mail time.
If you’re a manufacturer, you may be able to provide information that helps a customer prevent a problem. Support articles like these might include tips on installation, troubleshooting, maintenance or repair. You can also give assistance on product selection if you offer a broad product line.
You can easily include a standard support feature by gathering information about commonly asked questions from your technical support staff. You can also solicit questions from readers and answer their letters in the newsletter.
Including support information in your newsletter saves you time and encourages readers to save the publication. Most importantly, it assures readers that you take care of your customers and supporters after their purchase or donation.
Other helpful information to include: lists of events, book reviews and philosophical pieces offering helpful techniques on management or self-motivation. Although most of this information isn’t promotional, make sure it has some relevance to your organisation.
