Four Easy Steps to Better Firm/Company Newsletters
How long has it been since you've taken a good look at your firm or company newsletter? Even if you don't write it in-house and buy it from a trusted source, you'll want to make sure your newsletter is a good reflection of your firm or company and truly maintains a long-lasting relationship with your clients and customers.
First, set objectives for your newsletter - what are you trying to accomplish? Are you trying to improve networking, communicate information in print rather than in person or e-mail ... or something entirely different? Knowing your goals will help you evaluate your newsletter on many fronts.
Next, take a look at content. What you are saying? Is it professional and in plain-speak, or are you re-generating technical "stuff" that clients and customers can't understand unless they visited with you in person?
There also are many tips and tricks you can use in a newsletter to instill confidence that your's will be read more than other's. For example, customer testimonials help establish credibility. Keeping sentences short helps, too. Also consider eye-catching graphics even if you go with software templates. They'll go a long way to making the page less gray.
Finally, evaluate, evaluate, evaluate. Take a survey of your customer base to determine if the newsletter is read and what people like or dislike. Consider using a third-party to conduct the phone or mail survey to remain objective.
Voice of the Editor
Which isn’t completely true. I mean, occasionally I drop by when I manage to sneak out of the nonstop frat party over at Going Concern, but I’m mostly a wallflower over there. I’m happy to say that I’ve been given express permission (or explicit orders, if you like) to wander over here to AccountingWEB more often.
Why is that, you might ask? My job is to replace the irreplaceable Gail Perry as Editor-in-Chief. What does that mean? I don’t really know! I think it’ll be fun getting a feel for things, throwing in my own thoughts here and there, and listening to the discussions you’re having about the accounting profession.