A Business Card Slips Away, But Newsletters Keep Coming
Nearly every small business has business cards. You keep a stack on your desk, you hand them out to promote your business and you expect that when your services are needed, someone will magically retrieve the card and dial your telephone number.
The problem is, many of us are inundated with printed material. When we need to dig up a form, an old bill or even a birth certificate, we struggle to find what we are looking for. So, when someone needs a physical therapist, an attorney or a financial planner, is it realistic to expect them to locate a business card or flier they received months prior?
This is why frequent communication is crucial. We are not talking about bombarding clients with advertisements or constantly calling to seek new business—these methods potentially annoy people. We are talking about informing and nurturing people with frequent communication that they will value and appreciate.
Today’s technology offers a multitude of ways to keep in touch with people, whether they are the pediatricians referring patients to your pediatric practice, clients of your accounting firm or patients treated at your physical therapy practice. You can print and mail a traditional newsletter, send regular e-mails or engage people with frequent Facebook posts, if you have an online presence.
Whatever you do, be consistent. Don’t start a newsletter program and then let it fall by the wayside after a few issues. Consistency separates newsletters from the ubiquitous flier and business card. A one-time flier or business card will soon be irretrievable, but communicating valuable content at least four times a year keeps your name and number at the front of people’s minds.
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