Despite the popularity of the web one of the most profitable marketing tools is a good, old-fashioned print newsletter that arrives inyour customer’s mailbox once a month.

Is it more expensive than sending an email? Yep. But, because snail mail is an often ignored media, it also has the added benefit of getting noticed, getting read and ultimately, acted upon at a higher rate than cheap email – which can be deleted with the twitch of an index finger.

Which, means they are generally more profitable. And I’m not just talking monetarily. You’ll make a deposit in your customer’s emotional bank account because you’re also building a relationship. And, at the end of the day, successful business is based on a successful relationship.

But how about an example to drive the point home? Let’s use my experience buying insurance as a prime example.
The agent is in hot pursuit of your business. They wine and dine you and tell you things that make you feel great. You reciprocate (there’s another marketing lesson in there for you if you are paying attention) by buying a policy. You sign on the dotted line, write the check and then…NOTHING.

The silence after the sale is deafening.

You feel like you’ve started a courtship with someone who you really have feelings for. You’re building a relationship that – in your eyes anyways – could lead to something pretty special. The only problem? The other person is in it for the quick buck. Their goal is extremely short-sighted (I could use a dating metaphor here…but you get the point).

My question to you is this: How special do you feel now? Would you recommend that agents service to anyone else? Will you continue to purchase high ticket items from them in the future? In my case I have politely turned down any further advances that this particular agent has brought. No means NO!

Of course, this agent does send an occasional newsletter. Unfortunately, they are written in a totally stale, corporate-speak tone and say nothing personal. No “I-you” language from the agent. In fact, the agent has simply slapped a picture on a generic company newsletter.

The last straw is the newsletter is really just pitching more products. You must mix it up a bit. And you do that by building a relationship. If the agent showed he cared at all, he could build an empire.

That’s why a personal, real-life newsletter is so powerful. Nobody does it and there is an opportunity for you. So, if you’re ready to take advantage of it and watch your revenues rise as a result, here’s some pointers to keep in mind:

It Doesn’t Have to Be Long

I’m serious. It really doesn’t have to be long. For some reason when people think of a newsletter they think of War and Peace Part II. The front and back of a single piece of paper is adequate.

Mix It Up and Make It Personal

Opinion will vary on what kind of content you should include in your newsletter. But here is the mix I’ve found most successful and that other entrepreneurs have found successful.

Make your newsletter more about yourself than your business. If you own a bakery then make about 30% to 40% of it about baking (a good recipe, a great type of flour to try, etc.). But then make the rest of it fun and loaded with personality. Talk about your kid, grandkids, dogs, recent vacations or even your broken leg. Remember, the whole point of the newsletter is to build a relationship – not talk about baking.

Oh, one other thing – it helps to put a picture or two in also. That also has the added benefit of cutting down on the content you have to come up with.

Once a Month … Religiously

Make a commitment to publishing your newsletter once a month and don’t miss an issue. Studies have shown that prospects need to see, read or hear your message at least 7 times before it takes hold. A monthly newsletter is a great first step.

My advice? If you’re in the mood get 3 months done in one shot that way, if something comes up, you’re not under the gun. You’ve got something ready to go. Otherwise, you’ll have to hire someone to do it.

Curtis Alexander is a Business Growth Strategist. His firm specializes in identifying underappreciated marketing assets to immediately increase revenues, lower marketing costs and formulate strategic plans for future business growth. His website is www.curtismalexander.com