Educate Contacts on the Services You Deliver

As your community marketing efforts help you gain recognition in your community show results and grow, it’s time to utilize additional tools to educate clients/prospects on you and how you can be of service to them and their families.

An e-newsletter, when kept short and to the point can be an additional tool to your professional blog, LinkedIn page, etc. Your personal biography and photograph can be featured to cement the connection between you and important information your prospects need. Linking your name directly to educational topics can raise your perceived importance in the minds of your clients/prospects because it places you as an authority to which they can turn.

By sending the e-newsletter to clients/prospects you are accomplishing some important community marketing steps to building your practice. You are showing you care about your clients/prospects by keeping them informed on important information that affects their lives.

• You are building trust and confidence in their minds about your role in their lives.
• You are establishing yourself as a source of information that clients/prospects can use.
• You are utilizing a marketing tool that can be kept for future reference and that can reach multiple
  audiences as they’re shared.
• You are taking advantage of a non-threatening sales presentation.

You are creating a basis to call clients/prospects periodically with regard to the e-newsletter. “I wanted to explain how the story on page one directly affects your particular situation.”

The e-newsletter can be an effective tool to use to follow-up on contacts made earlier. Again, refer to the prospect/client data sheet that you are completing on each contact you make. People on this list remain a valuable source of future business and should be kept in mind when initiating any of your marketing tools.

You can include a printed version of your e-newsletter in mailings or hand it out at functions along with your business card. Keep a supply in your briefcase, a stack in your office lobby and several in your car for ready access if the opportunity to give one away becomes apparent.

In addition, visit local businesses and ask if you can leave a stack of newsletters in their waiting room or restaurant lobby. Use the newsletters as a direct mail campaign and include a personal, hand-written note offering to answer any questions that may arise. Be creative. Be active. Be successful.