I heard an all too common story yesterday from a very established businessman: He’d lost out on tens of thousands of pounds (around £30,000 in fact) of work from a client.
What’s more this wasn’t a disgruntled client, this was someone who liked, knew and trusted him.
The reason he lost out on the work?
The client didn’t know he could do it!
It’s not a unique story, in fact I’ve heard it many times. Often the people telling me the tale shrug off the disappointment and make the point that at least he or she ‘knows now’.
The fact is that this story shows a hole in a business’ marketing plan. Too often in our search for shiny new clients we forget to keep in touch with the ones who are already sold. The people who already like know and trust our businesses, because they have already bought our services or products.
This is one of the reasons that newsletters are so important. And at this time of year, when a mass mailing is due as we all say ‘Season’s greetings’ to our clients and customers, it’s a very cost effective option.
Whether you opt for an electronic or paper version (the pros and cons of both I will discuss in a future posting) the most important thing is to have a newsletter.
And given the subject of this post, I would be remiss if I didn’t say that Accord PR’s editorial team has many years worth of experience in writing and designing newsletters. Most importantly, as trained journalists, we can craft stories that people want to read.
Call us on 0845 154 3491 to find out more or request samples of client newsletters.
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