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"Free Business Newsletter" to Secure Clients
by Brian S. Konradt of BSK Communications
Free Business Newsletter
Many writers prefer to publish their own two to four page business
newsletters to keep prospects as well as new and past clients in touch
with new developments and current events about themselves and their
The focus of your newsletter should reflect your type of market (i.e.
the type of prospects you are seeking).
How this works
One of the primary reasons why writers publish their own business
newsletters is to offer the prospect or client professional advice and
helpful tidbits; but here's the catch: the newsletter makes the prospect
or client aware of the writer's professional skills, helpful advice, and
proven results that he'll want to hire the writer for his next
assignment or project.
For example, besides offering the prospect useful information and
helpful advice, you can also underscore your qualifications as a writer,
specific projects that you have worked on, and what clients have said
about your work and performance. Prospects who find your newsletter
invaluable will want to be included on your mailing list to receive the
next issue — so you should create the option for prospects to
"subscribe" to your business newsletter. Offering a
subscription allows you to send your newsletter to the same prospect
over and over again, increasing the chances of turning the prospect into
a paying client.
Each issue of your newsletter should contain tidbits about yourself, the
writer, as well as specific results you've gotten for other clients. To
take full advantage of your newsletter, also include a Free Consultation
Offer; when prospects realize that you are an authority in your field
(because your newsletter presents you as such a writer), they will be
more inclined to contact you about outsourcing work.
How this cannot work effectively
Your business newsletter must be distributed at least four times a year;
any less frequent will cause your newsletter to lose its selling impact.
Your newsletter must be focused. If you're seeking work as a direct mail
writer, your newsletter should contain topics in that field. If you're a
writer who is offering a wide variety of copywriting services, you will
have trouble creating impact and credibility with prospects. A
newsletter offering topics on many subjects will not help prospects
focus on specific areas of interests. The more focused your newsletter
is on your type of market, the greater impact you will have on your
Why this works
Your business newsletter can serve as a communications vehicle that
keeps you in touch with new and past prospects, and helps create rapport
and build relationships. Your business newsletter also projects a
powerful, persuasive image of you, the writer: by blending your skills,
qualifications and background information within the copy of the
newsletter, prospects begin to see you as an authority in your field who
can help solve their problems. Distributing your newsletter to prospects
— especially to those prospects who "subscribe" to your
newsletter — increases its impact each time they receive it.
Konradt is the owner and operator of
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.
New to freelance writing?
this informative article.
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