How to Make Clients Look Forward to Hearing From You
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by Kammy Thurman
sales writer/graphic designer
Which do you look forward to getting each month? Your favorite magazine … or the utility bill?
When you’re working with clients it’s important to stay top of mind, so they remember you when it’s time to hand out another assignment. An e-mail or print newsletter offers an unbeatable way to keep in touch without seeming bothersome.
And like a favorite magazine, your newsletter can become mail that readers look forward to receiving. But to do that, it needs an identity they recognize right away. Here are five keys to creating a newsletter identity.
Consistent Planning
It’s important to create an editorial calendar. This is simply a list of article topics you plan a few months or even a year in advance, so you’ll know what information to gather ahead of time, rather than scrambling for stories at the last minute.
Consistent Production
A production schedule ensures that everything gets done the right way and on time. Your newsletter will be much easier to produce if you have a list of steps to take and a due date for each step. It will keep you on track and prevent things from “slipping through the cracks.”
Consistent Appearance
You want to make sure the newsletter layout remains consistent from issue to issue. This includes the title, masthead, fonts, colors, and graphic styles. Also use the same size and color of paper for print newsletters, or the same format for e-mail newsletters each time.
Consistent Tone
You set a tone for your newsletter by the “sound” of the writing. Does it sound casual, like a good friend visiting over coffee… authoritative, like a teacher explaining something… or all business, like a CEO reporting company policy. You want to keep the same tone from issue to issue, and also from story to story within the newsletter.
Consistent Mailing
Keep tabs on your favorite magazine. You’ll notice it arrives about the same time each month. Consistency in mailing will “train” readers to start anticipating the arrival of your newsletter.
When you’re consistent in these areas, it doesn’t take long for readers to start expecting and looking forward to your newsletter’s arrival. Couple them with articles relevant to the readers and your newsletter will be a keeper.
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