Posts Tagged ‘products’

Your Newsletter: It’s Not All About You

Life sciences companies can be divided three ways: those who don’t have a newsletter, those who have one, and those who have one and understand the purpose. Companies often see the newsletter as simply a way to showcase new products, and see it as a monthly chore. As we’ve discussed, this ‘broadcasting’ of your products is much less effective these days, as customers have a lot of ‘noise’ to sort through during their daily routine. A company newsletter should focus on your customers, not you. If they simply want to see a list of new products, they’ll visit the website. Here’s an example to help understand how to ‘turn around’ your thinking on newsletter content. I have a friend who’s a photographer, and I was trying to talk her into sending her clients a newsletter (yes, I think marketing 24/7). She replied “Why would I want to send my clients information about photography and how I shoot pictures?” She is thinking that a newsletter is about her company. Instead, I suggested that she give her clients information that may be considered tangential to her business, but very relevant to her clients. For example, for her wedding photography clients, send tips […]

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