Newsletters have long been a mainstay for marketing professional services. While intangibles such as loyalty, appreciation and education are the principal benefits of using a newsletter,
the referral ratio for new business is even more impressive – a full 75% of newsletter recipients indicated that they kept the newsletter for future reference and
25% said that being a recipient of a newsletter inspired them to refer business!
As a society, we have become too busy to pay attention to pretty much everything. We tune things out. The world around us has become largely invisible. Yet, even as the
masses tune out the world, we are desperate to find solutions to our problems and products and services to fill our needs. Study after study, supported by focus groups
and surveys all point to that fact that we are on information overload, yet relevancy starved.
Simply put – your customers are tired of jingles, slogans and the empty promises of the information highway. They are looking for solutions and education, on their terms.
According to the Simmons Engagement Study, custom newsletters and journals – also known as “advertorials” scored higher than the traditional mediums of TV,
radio and the internet.
“Magazines are becoming more relevant than ever, with advertisers shifting toward permission-based media, where the consumer is in control. With magazines… you can read, re-read, save it… all those things. People are drawn to a certain title because it delivers information of interest to them.”
- Gary Garland, Magazines Can
