WPI Communications, Inc.

Marketing with Newsletters: A Proven Method

For more than 60 years, newsletters have proven to be the most effective marketing tool for professionals, consultants and any business that needs to deliver a targeted messaged in a cost-effective manner. By their very nature, newsletters can communicate focused information to a narrow, well-defined audience.

Whether you are a periodontist who wants to encourage patient referrals from other dentists, an accountant who specializes in serving auto dealerships or an attorney with a general practice, a newsletter allows you to deliver content likely to interest the reader and build a serious, long-lasting relationship. Newsletters by their very nature are credible because people do place more weight in what they read. Unlike traditional advertising, newsletters are not viewed as self-serving if they are properly written. In fact, a well-conceived newsletter should contain information that will be perceived by the recipient as not only important but also valuable.

For most professionals—and even more so for the operator of a business—it is impossible to communicate face-to-face with every prospective referral source, patient, client or customer on a regular basis. A newsletter program enables you to communicate personally with your target audience quarterly, monthly, weekly or even daily. You know what is most important to your patients, clients and referral sources, and because you control the content, you can make newsletter contact not only relevant but interesting. A newsletter provides the opportunity to deliver the type of personal message you would like to send.

Bottom line: A newsletter is a great marketing tool for your professional practice, consultancy or business, and, best of all, you can regularly deliver one to each of those individuals you most want to speak to, all at a cost far less than what you would pay for traditional advertising.