Author: Lani Stites

Build A Bigger Customer Base With Newsletters

A business newsletter sent to current and prospective clients is the cat's meow. And I'm not saying that just because I am a pet sitter. A well-done publication can build awareness, expand a customer base, encourage repeat business, and help position your company.

Build awareness of your knowledge in your industry by featuring trade news and information about your services. You become the customer's ally by passing along valuable information in your area of expertise. Include an editorial column in each issue where you can share your business news or your company philosophy. About three-fourths of the articles should be informational or educational and the remaining one-fourth can be used to advertise your services, etc.

Send your newsletter to prospective clients to expand your customer base. According to Guerilla Marketing guru Jay Conrad Levinson, follow-up is the single most important and least used marketing strategy. If someone has inquired about your services once, you need to renew contact again within 3-6 weeks. Even if they don't use your services, perhaps they will pass your written material along to a neighbor or friend. Everyone knows the best advertising is word-of-mouth.

Publishing your newsletter on a regular basis will build a solid bridge of repeat business to your customers. They know and trust you because you keep in touch with them. A general rule of thumb for any newsletter is to use the same layout and logo in every issue to breed familiarity. Additionally, keep to a preset publication date: yearly, quarterly, monthly…

An unexpected benefit of putting out a newsletter is that it will help position your company in the community. When you put your thoughts and policies into words and articles for a publication it gives you a better focus on your business. It forces you to define your marketing goals and crystallizes your message to your customers.

In "The Best Newsletters in America," Anne Murphy states that there are 100 million newsletters published in North America every year. Most newsletters never get read. They are boring, self-congratulatory or hard to read. Write articles that are short so that the readers don't tire quickly. Keep lots of white space around columns and use simple copyright-free graphics. Be sure to cite sources or obtain permission from the author to avoid plagiarism.

Costs of producing a newsletter can be offset by selling advertising space. For large quantities, bulk mailing permits lower stamp costs. On the other hand, you don't have to mail them at all. Why not have them as handouts on your checkout counter or hand deliver them to your regular customers. You don't really need a computer, either. Amazing things can be done with scotch tape, white-out and a typewriter.

So get busy and send out a newsletter today, your customers will think you are the cat's pajamas !

© 1999 Lani Stites, Humcat Lady Petsitting Services

Stress Busters: Pets

I'm a mother once again! After my son moved away and got married, I thought my " motherhood hat" had been retired. But now I am the proud mother of a Chihuahua/Dachshund mix puppy named Jenny. The peace and contentment she brings into my heart is unmeasurable.

According to U.S. World & News Report, some scientists believe that because animal companionship is uncomplicated, non-judgmental, accepting and attentive, animals are natural therapists. Animals help with stress relief, physiotherapy, depression and short-term memory.

I have always been a cat person myself. I respect their aloof and serene temperament. However, how can anyone resist a puppy who comes running full speed whenever she sees you? Jenny's love is constant, pure and unconditional. She does not care what my hair looks like or that I am still in my sweat pants, or that I have "morning breath." I can confide my deepest, darkest fears to Jenny and she responds by licking my chin; I can sit in quite solitude and she sits by my side; I can laugh and roll on the floor with her and she enjoys our romp.

When my mind is in emotional turmoil she calms me by laying her head on my hand. And, when I wonder why I should get out of bed, she is there to remind me she needs me to take her out to go potty. I know that petting her fur lowers my blood pressure and lightens my mood. When I fall off my diet and eat a candy bar, she doesn't look at me with judgmental eyes, she is there rooting for me the next day when I am back on my low-fat menu. When I feel the walls closing in after days of Humboldt rain I can walk Jenny and get fresh air as well as exercise.

The American Institute of Stress, says that 9 out of 10 doctor visits are related to stress. And of those adults, small business owners have been found to be under more stress due to their responsibilities for their business and employees. If you feel you are experiencing maximum stress levels, after seeing your primary care physician, you may want to consider a pet for tension relief.

However, make sure that owning and caring for a pet won't cause you more pressure. You should carefully research which breed of dog is best for you-a laid back Labrador or a high-maintenance Pomeranian? Maybe your quiet temperament is better suited to a feline for a friend. And don't forget hamsters, rabbits, birds, fish and horses. These are all capable of enhancing relaxation responses and relationship development by dong what they have been doing for centuries-offering unconditional love and friendship.

© 1998, Lani Stites, HumCat Lady Pet Sitting

Thanks for reading and make sure you check out the review on which food to feed my chihuahua by happypooch.