Copywriting - Writing Your Business Newsletter

How do you keep in touch with your clients? If you’re a fast-moving business, constantly updating your products and services, why not consider sending out a regular newsletter? Newsletters work well for customer-facing service-providers such as hairdressers, beauticians, training providers, IT services, entertainers, gyms and health clubs, estate agents and architects. In fact, there are very few businesses which wouldn’t benefit from a regular and well-written customer newsletter.

When’s the right time to send out a newsletter, and how often is too often?
Consider how often you meaningfully update your product range and services and how much real news you have to share with clients. There’s no point having a monthly newsletter if you don’t have anything new to say. For some businesses, a quarterly newsletter works well, targeting the Christmas, Easter, Summer and back-to-work markets. For those with a constant new range of exciting products to shout about, a monthly newsletter is a necessity.

What kind of information can go in a newsletter?
A newsletter should be crammed full of fresh news and information that your customers want to – and need to – read about. Awards, products, services, new members of staff, relocations, mergers, news, reward schemes and sales are just some of the ideas you could use. Your newsletter can work as an advertising and marketing tool, incorporating money-off tokens and ‘cut out and keep’ contact cards.

Of course, a newsletter won’t work unless it’s well-written and impeccably planned. A good newsletter not only needs to disseminate information but should talk to your customers in your business’s unique style, reflecting the type of service they will get when they buy from you. Nicola Joyce at Lexicon copywriting services handles several clients’ newsletter copy, researching and writing the content of each newsletter in consultation with the client. She’s been writing the e-newsletter of the (London Photographic Awards for a year and writes regular newsletter copy for a range of retail clients.

We asked Kevin O’Connor from the London Photographic Association whether he feels his monthly newsletter works for him. This is what he had to say.

“Since we launched the newsletter, our membership activities have increased and our associates have become much more aware of everything that the LPA offers, which is exactly what we wanted.”

“Nicola doesn't come from a photographic background but quickly picked up the intricacies of our industry and demonstrated an understanding of what our members needed to hear. In this way, she helped us to get exactly the right information out to our members in a tone that they would listen to.”

Is it time that your business felt the benefit of a regular client newsletter?