Article of the Month
E-newsletters can be an effective business development tool. They are a relatively low-cost method to reach a large group of contacts on a consistent basis.
Think of it this way: If you have only 250 contacts, will you take the time to call all of them or contact them otherwise on a monthly or quarterly basis? Of course not. However, you likely recognize the value of doing so. But the opportunity cost, even of your time alone, would likely be several thousand dollars. With an e-newsletter, you can maintain communication with your customers and other contacts on a regular basis, providing useful information and showing that you care.
But getting started can be a challenge. Here is an edited Q&A session with marketing guru Kevin W. Brown, M.B.A. exploring the issues …