Once approved, newsletters, like the sample one on the previous page, can be produced inexpensively and need not be published on a predetermined schedule (four to six times per year is about right for most producers). Bulletins can be created in "Word" and mail-merge capabilities enable cover letters to be individualized for each recipient. (Note: Only company-approved newsletters and bulletins may be used.)
Client Bulletins — Marketing authority, John Melchinger, recommends sending one-page bulletins, on timely topics, to a specific audience of selected clients. "Number each bulletin," he recommends, "so there is a reference to each one in the series. Put the bulletin on the back of your letterhead with a brief, mail-merged letter to the recipient on the front. Client bulletins should provide news and basic need-to-know information, as succinctly as possible, avoiding promotional or advertising language. The objective is simply to demonstrate your expertise, and make that expertise available through you."1
Some people may be interested in something they've read in a newsletter or client bulletin and call you for more information. You can also follow up with recipients to ask how they like the newsletter or bulletin, and see if they know anyone else who might be interested in receiving it.
Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.