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Sending out regular newsletters as part of your marketing is one of the simplest and most effective ways of reaching your existing and potential customers. In the first instance they can be produced in MS Word, printed out and posted to a defined list of contacts.

It is suggested that between six to nine newsletters are prepared in advance, therefore you need to decide what the main topic is going to be for each newsletter and then decide on four or five subtopics. Creating content can sometimes be a stumbling block so look to include interesting facts, success stories, typical problems and generally how you can and have provided support to your customers in the past.

They need only to be one to two pages long ensuring they are colourful and eye-catching. The information needs to be topical, informative, helpful and relevant and content can be provided by members of staff, well in advance. A possible suggestion is to decide which specific products you would like to sell over a given period of time, which places the newsletter in a position of strength to warm up your customers.

To get a feel for different newsletters, simply go on to Google and search for newsletters within your specific industry. It is important to understand that the objective of the newsletter is to keep your name in front of your customers on a regular basis and not, as some companies do, to use it as a resource to fire off promotions and special offers (this will be covered later in the Flyers section).

Encourage your customers to contact you rather than you having to expend energy, time and money in chasing potential business that may not come to fruition. Don't sell to them, get them to buy from you.

Once you have built up a list of customers who have agreed and accept regular contact from you by way of receiving the newsletter, it makes sense to try and automate this process as much as possible. Please click here to view Options - Web for more information.

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If producing a newsletter is a little daunting, then you can begin your marketing campaign by sending out Four Letters.

Virtually everyone in sales has experienced slumps, but a few have sufficiently mastered prospecting techniques to avoid them. The following system can eliminate or greatly reduce any sales slump by creating a steady stream of prospects. It also turns cold calling into warm calling because you put your name in front of your target market.

This unique system has several important elements.

• You must work at it for the full 90 days before modifying it to fit your personality, company or industry.
• It may take three to six months to smooth out your sales, depending on the normal sales cycle of your product or service.
• It is more important for prospects to see your letter than it is to read it.
• You are not trying to trigger a prospect’s need you are trying to establish a name and company recognition. There is a big difference.

Your goal is to send one letter a week for four weeks to each prospect then call for an appointment three to five days after sending the last letter. This is done by sending out four letters a day to your target market. Do not, however, send out more than four letters a day. After a couple of weeks, you will be sending out 12 to 16 letters a day i.e. the first letters, the second letters, the third letters and so on. If you become overly enthusiastic and contact more than four new prospects a day, you will be overwhelmed when it comes time to follow-up.

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Again the objective is to create interest in your company. Marketing is an ongoing process that needs to be worked at and maintained. When you cease to sustain the effort in marketing you may well encounter slumps in sales.

Detailed below are some ideas that can be used when sending out your four letters a day. You do not need to incorporate every one of the suggestions but in time you may well use all of them.

Make it personal. You should always use of prospect’s name in the salutation. Form letters all but always end up in the rubbish bin; you can spot the mailshot a mile off when it's addressed to dear Sir or Madam.

Offer one idea or one thing at a time. You can sell a product, service, your company or yourself, but just make sure it's just one thing. Keep the letter focused and simple.

Sell benefits not features. Remember you're a problem solver not an educator. Don't try to overwhelm people. Just write about two or three of the most impressive benefits you can think of.

Letters that are one-page in length and broken up into four or five paragraphs are easy to read. Write with a logical flow. Take the time to write your answers to the questions that will naturally flow into the reader's mind:

What is it? What does it do? Why do I need it? How can I be sure this is a legitimate offer and good value? What is the risk to me? Is it guaranteed? How much does it cost? How can I get one?

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Make a claim then tell your reader what is different and better about your product, service, company or you. This claim goes beyond the simple description.

Give examples. Examples speak louder than descriptions and claims. Tell a brief success story. Use statistics and cash amounts, if you can.

Use testimonials. Most prospects will read a direct-mail letter with scepticism. Testimonials add credibility to your claims and examples, especially if they are from a high-profile expert.

Guarantee your claim. Money-back guarantees are powerful motivators. They take the risk out of buying. If you can, offer a guarantee and watch your response rate soar.

Include a call to action. At the end of your letter, give your readers a nudge to get them to call or write.

Make it easy to respond. The easier the better, 0800 freephone numbers make responding effortless. A self-addressed stamped envelope is a second-best. If you make a promise to follow up a call, make sure you do so within two weeks.

If you’re using a contact management system, then the production of the letters is even easier.