Whether you blog or write newsletters or do both, think of them strictly as Customer Service. Don’t think of these two jobs as sales pieces! If your blogging or newsletters contain more than 35% sales information, you are turning people off. They won’t read your blog and they won’t open your newsletters, and may even report you silently as spam!
Technically, blogging is Customer Service with the goal of having people sign up for your Newsletters. This is known as “pull” advertising. You are pulling them into your website. Subscribers hope is to get more of you. Plenty of bloggers have newsletter offers exclusive to their subscribers. Content that people won’t see anywhere else such as tutorials, recipes, special offers, and more. Something special that is a thank you gift for signing up.
Also technically, the goal of your newsletter is to provide unique sales opportunities, or “push” advertising. Still, the sales content of the newsletter is not to exceed 35% of the newsletter content if you hope to get the sale!
But let’s just stop and think about the Customer Service aspect of either of these. Regardless of which one you choose, these are both considered social media. The “social” in this media is a conversation you are having with a potential customer and so you want to provide lots of information about your products. Share ideas of what your favorites are! Share ideas of how they have helped you (remember that in sales you are solving one of their problems)! Share some unique use of one of your products! And for today’s market, share a picture of the products being used!
If you have time to do both blogging and writing newsletters, make them unique to one another. Make your followers want more of you and make it worth their going to all lengths to get more of you.
And whatever you do, don’t let your company newsletter go out without your personalizing it in some small way so the recipient knows that you actually sent it, it didn’t just fly off the shelf to clutter their inbox!