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Writer's pictureNick Andriacchi

Newsletters - Use Them To Show Your More Personal Side

While having a couple of glasses of wine after dinner, my wife Ellen mentioned to me that businesses using social media should use it as a way of “getting to know them” instead of just direct solicitations. The public gets hit with direct solicitation all the time – but those really only help the few businesses that can “saturate the airways” so-to-speak. For the rest of us, it should be used as a way to tell your story.


Image: Chiropractic Economics


Getting to know you


Small to mid-sized business can use social media, such as newsletters and videos, in a way that the public gets to know them. As a consumer, before making a commitment to buy, I would like to know more about the people within the organization – not just the product. What does the company value most? How are the personalities of the people I am going to working with? Can I trust them to deliver as promoted? For example, I am a loyal customer of Southwest Airlines because I like the way the employees are allowed to show their unique personalities and their extreme customer focus – even if the fares are a little higher than other low-cost carriers.


I have been writing posts, blurbs, articles etc. for years and I hope it comes across that my focus is simply to help staffing company’s grow their business. No matter what I write about or share – recruiting, pricing, marketing, credit, regulations etc. – the ultimate goal is that the information is useful to the success of the staffer.


I also try share some personal information on what shapes me as a person. For example, I like Chicago White Sox – a team that never has the biggest payroll, but they fight like heck to win. My focus on customer service comes from my first ever job at Bertucci’s Meat Market and my first job out of college at Damian Services Corporation, a payroll funding company. Both were smaller more family-run businesses. And I have really enjoyed my time here at Madison Resources. I also enjoy doing volunteer work at St Mother Theresa of Calcutta, a small Catholic Church in Chicago’s Chinatown. Personally, I like underdog's that win and I think those successes fit well with my audience.


Stay-In-Touch


A newsletter allows businesses to stay in touch with people they might not regularly call and that people can engage on their own time. I feel like the newsletter is a better version of social media. It’s sent to exactly the people who you want to read it. You can be more honest than you would be with other platforms such as LinkedIn or Facebook.

Sometimes they result in actual email exchanges and sometimes it won’t get a reply.

But even when someone doesn’t reply, I would still continue to send them emails as they are reading them or at the very least – see your name.


A Continuing Relationship


Emails can make it easier to ask for a reference or a referral, but they’re mainly about continuing relationships with people who have like interests. Every contact on your email list should share a common interest with you.


Share your success stories


There is never a prouder moment than helping your client solve a problem. This is what can set your company apart from the others that claim to do what you do. Share the victories in a way that brings out your unique corporate culture and personality (and theirs). It’s a win-win both for you and your customer.


"Do-It-Well……or don’t do it at all”.


That is some of the best advice I received from marketing guru Jill Heise, Managing Partner, BluLyne Marketing. For example, I would like to do more video content since that’s the way the world has moved. She said: “Stop, not yet as you are not really set-up to do it well”. She’s right, I am not ready for primetime – but will be someday!


In conclusion, newsletters can be the creative vehicle that shares who you are and what you value as a person and by extension as a company.


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