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Write From Home
Kim Wilson
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Using A Business Newsletter to Generate Leads of Prospective Clients
by Brian S. Konradt of BSK Communications and Associates


Your Business Newsletter
Freelancers and consultants often publish their own bi-monthly or quarterly business newsletters to keep in touch with existing clients and to pitch their freelance services to new ones.

But a business newsletter also subtly and cleverly sells yourself within the information-dense, problem-solving copy.

When a prospect realizes how valuable your information is, he soon realizes how valuable your copywriting skills are.

How to Use a Business Newsletter Effectively
Your business newsletter should contain at least 80% information and 20% promotionóbut the 20% promotion must be subtly and cleverly hidden within the copy so prospects don't consciously realize you're pitching your services to them.

Always use problem-solving copy in your newsletter, since selling solutions is always what lands you the client, not selling your services.

When prospects realize how you've helped other clients solve their problems, prospects will want to hire you to help solve his problem.

I recommend you publish your business newsletter bi-monthly, instead of quarterly, since it takes about five times before you begin to make an impact. Publishing bi-monthly also creates rapport and establishes a relationship quicker.

Advantages of a Business Newsletter
Because business newsletters are information-based, they also tend to be objective, rather than subjective. Objective information has a greater impact than subjective information.

There aren't any. With minimal costs to produce and their ability to establish relationships, solicit leads, and potentially secure work, business newsletters are highly recommended.

Brian Konradt is the owner and operator of FreelanceWriting.com, a Web site dedicated to help writers master the business and creative sides of freelance writing. Mr. Konradt is also the principal of BSK Communications & Associates, a communications/publishing business in New Jersey, which he established in 1992.









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