Create Client Valued Content

Summary: Regular, meaningful contact with customers and prospects should be the engine for generating new business for your company.  


Quality Content that is Relevant and Useful Quality content is critical. You have one chance (maybe two) for someone to open your newsletter, email or direct mail piece. If the reader doesn't find the material relevant or personally useful, he or she is unlikely to open subsequent communications.

At this point you do not want to craft the final text, but rather decide on an overall theme to your message. What information would be useful or informative to your intended audience?

  • Upgrades and enhancements to current products and services
  • New uses or tips that will increase the user experience
  • Information or knowledge pertaining to your industry
  • Recommended complimentary products and services
  • Resources for additional information
  • Alerts on current issues or changes to laws, your industry, etc.
  • Tools, guides, diagnostics.

It is much better to have short, well-written tips and “you-should-know” notes rather than generic, shallow but lengthy communications. If you decide on a newsletter, plan out at least 8-10 topics in advance so your newsletters flow and you do not end up “dry” for new ideas in a few months.

But the best source for ideas should be your clients and prospects themselves. What do they want to know more about? What do they find interesting? Poll or ask for input everywhere you can (website, blog, social media, newsletters, retail locations, employee suggestions). You will never be at a loss for fresh ideas.

A Few Final Suggestions

Avoid any suggestion of spamming: Regardless of the method, you want to always allow the customer or prospect the option to “opt-out” so no one can feel pressured or harassed. The opt-out process should be simple and easy to do. 

Measure your results: Just the fact that you have a plan in place means that you can now track the usefulness of your customer contact strategy. Look at open and opt-out rates on electronic newsletters to measure their appeal. You can also provide incentives with promotion codes tied to each piece to directly measure sales results.

Regardless of the method of your contact or length of your list, the fact that you have created a plan and set priorities means that you are much more likely to stay in touch with the people that mean the most for your business’ future.

About the Author(s)

Jeanne Rossomme headshot

Jeanne uses her 20 years of marketing know-how to help small business owners reach their goals. Before becoming an entrepreneur, she held a variety of marketing positions with DuPont and General Electric. Jeanne regularly hosts online webinars and workshops in both English and Spanish.

President, RoadMap Marketing