Sell More Higher-Margin Products
Businesses that find they are not earning much profit, despite strong sales, may have allowed low-margin products to become their mainstay.
A newsletter can emphasize higher margin products, among both customers and employees. for workers , reiterate the advantages (for them and therefore the company) of selling a product or set of products with a better margin of profit . for patrons , allow them to know these products exist, the way to buy them, and description the advantages of using them.
Go From Commodity To Branded Status
Control over pricing is one important advantage a branded product provides over a commodity. Of course, the method of moving a product to branded status starts with incorporation of some value-added feature. But once you add that value you would like to form sure your customers know.
A marketing newsletter provides critical communication for the branding process. After all, increasing the value of a commodity without explaining benefits could lead on customers to modify to a different supplier. Before the worth goes up customers should expect the rise , understand the added value, and appreciate the additional benefits they receive.
Penetrate New Markets Or Territories
Often, sales people specialise in existing customers and existing business. That’s not surprising, but not necessarily in your best long-term interests. All businesses need a minimum of some prospecting and new customers. The problem: rewards from prospecting and developing new business come slowly, compared to returns from current customers.
A marketing newsletter are often an efficient first-line. Using lists prepared by your sales people, or representatives of the areas you would like to enter, send your print newsletter and a response form. If you publish a free electronic newsletter, search for ways to seek out new subscribers within the target .
The newsletter should make it simple for potential customers to contact you, to invite information about your products, or to ask a sales person to call. decide to send multiple problems with the newsletter, since repeat exposures are key to developing new business.
Marketing, permanently reason, usually focuses on externally-oriented activity. However, one school of thought argues that internal marketing matters, too. Essentially, internal marketing helps make sure that everyone within your organization knows what you sell, and why customers can purchase from you. And, do not forget attitude. Everyone within the organization should be a booster of the company‘s products.
Articles and other pieces that sell to external customers also can help employees. Articles in marketing newsletters shouldn’t be written for workers , but they ought to be kept in mind.
Reduce After-Sale Dissonance
After-sales dissonance refers to our natural inclination to wonder if we got an honest deal after we bought something. A buyer who feels that he or she got a poor deal will probably not be a repeat customer, or cause other, costly problems.
You can reduce buyer dissonance by publishing the names of some prominent customers (with their permission, of course). that creates other customers feel secure by knowing that they are in good company. Also, consider the security-in-numbers idea, reporting on the amount of purchases made during a specific period.
To consider the newsletter only as an instrument of outward-bound communication misses one among its most powerful possibilities. Use a newsletter to usher in customer complaints, compliments, and suggestions, too.
Some of the more important customer responses include:
* complaints about product performance
* ideas for improvements in products
* ideas for brand spanking new products
* referrals to new customers
* satisfaction levels
* reports on needs or unsolved problems within the marketplace
These are just a six of the various ways in much you would possibly use a customer or marketing newsletter, demonstrating the facility and reach of effective newsletters.