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Using A Business Newsletter to
Generate Leads of Prospective Clients
by Brian S. Konradt of BSK Communications and
Associates
Your Business Newsletter
Freelancers and consultants often publish their own bi-monthly or quarterly
business newsletters to keep in touch with existing clients and to pitch their
freelance services to new ones.
But a business newsletter also subtly and
cleverly sells yourself within the information-dense,
problem-solving copy.
When a prospect realizes how
valuable your information is, he soon realizes how valuable your copywriting
skills are.
How to Use a Business Newsletter
Effectively
Your business newsletter should contain at least 80% information and 20%
promotion—but the 20% promotion must be subtly and cleverly hidden within the
copy so prospects don't consciously realize you're pitching your services to
them.
Always use problem-solving copy in
your newsletter, since selling solutions is always what lands you the client,
not selling your services.
When prospects realize how you've
helped other clients solve their problems, prospects will want to hire you to
help solve his problem.
I recommend you publish your
business newsletter bi-monthly, instead of quarterly, since it takes about five
times before you begin to make an impact. Publishing bi-monthly also creates
rapport and establishes a relationship quicker.
Advantages of a Business
Newsletter
Because business newsletters are information-based, they also tend to be
objective, rather than subjective. Objective information has a greater impact
than subjective information.
Disadvantages
There aren't any. With minimal costs to produce and their ability to
establish relationships, solicit leads, and potentially secure work, business
newsletters are highly recommended.
Brian Konradt is the owner and operator of
FreelanceWriting.com, a Web site
dedicated to help writers master the business and creative sides of freelance
writing. Mr. Konradt is also the principal of BSK Communications & Associates, a
communications/publishing business in New Jersey, which he established in 1992.
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