Why did I include the words, Relationship Content in the title of this article? Its because most firms dont realize that when they start a newsletter it should primarily be a means of building relationships with keeping their customers, clients, prospects, referral sources and associates. Sure you need to keep them informed on a regular basis of the products and services the firm currently offers, as well as new updates, innovations, products and services as they become available, but only talking about products and services is missing out on the real power behind an effective newsletter. You should write Relationship Content to build Relationship Capital, leading to Relationship Equity and consequently Relationship Profit.
In the traditional bricks and mortar world, Relationship Capital is about joining groups, meeting people, getting involved in industry associations, attending trade shows etc. While none of these processes should be eliminated, there is a very big, new world created through the Internet. The process and strategy for building and managing Relationship Capital are different. Not only is it different but it requires a unique set of skills, a new language, and new thoughts on how to build and manage the process. Relationship Capital is the amount you invest in building relationships with customers, prospects, and referral sources on the Web. It is more than financial capital because there are more elements to build and manage.
Equity in your business is what makes it valuable. If you use Relationship Capital to build a solid foundation, your Relationship Equity will grow. Just like the equity built through investing in any business over time, the inherent value of the business rises. Inflation accounts for some of the inherent value of a business as equity rises, but more clients, and a strong reputation result in a far greater impact on Relationship Equity. So what do you do with online Relationship Equity? Well it to persuade satisfied clients to purchase your next product or service in advance or do beta testing for you. It can mean their accepting a sincere apology when something goes wrong rather than jumping ship. Everyone knows that solid relationships lead to profit and online electronic Relationship Profit, isnt any different. It equates to trust, loyalty and yes, money.
Business succeeds or fails based on relationships. Your firm may build the best products in the world or deliver the best service around the world and back, but that doesnt build relationships. You do. Your people do. And most importantly your solutions do. How do you deliver solutions online, when you havent asked the client what the problem is? Well, your newsletter should include content that establishes connections between your staff and offers solutions to common problems faced by those reading the articles. These new articles are Relationship Content, not product and services content. You will be amazed at the trust and loyalty you can built with Relationship Content that tooting your own horn will never build. Relationship Content will cement your reputation as an expert because you will be offering information not readily or easily accessible to your readers of your e-Newsletter.
Now, I know what youre thinking. Including interesting articles, announcements, and other types of content in your newsletter isnt that easy. The title Newsletter Publisher probably isnt the title on your business card. It only describes one of the duties that somehow found their way into your job description. So considering your other duties, its only reasonable to assume that most newsletter publishers find that after a while, the month-to-month inspiration starts to slip and they might find it difficult to come up with meaningful topics that will entice and engage readers and keep them coming back for more. But wait. There is hope. If youre thinking, I have no idea what to write about or include, Im going to give you a few ideas that can guide you in creating fresh newsletter content.
Remember you need to make it personal. We are talking about Relationship Content that equates to Relationship Capital. There are a wide range of topics that can serve as the focus for Relationship Content. When trying to come up with the perfect idea for an effective announcement or article, many people lose sight of the more obvious things that can prove to be just as compelling. Something as simple as a team member spotlight item, for example, can go a long way. Look around your office at your colleagues. Take notice of your firms culture and interactions with people, events that are occurring, etc. Sometimes the simplest of things can prove to be the most impressive in the eyes of your readers.
Ive got ten great Relationship Content ideas for your e-Newsletter. Ill get into details like why use each and what that category or content can do for you, but also give you specific examples. Rather than make this too long, Im going to break each category up into sections. They include: Products and Services, Educational Pieces, Team Member Spotlights, Client Spotlights, Community, Awards & Recognition, Holiday Greetings, Stickiness, Technical, and finally Reminders, Announcements and Events. Make sure you catch them all.
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