Following on from the great response we received to our recent post on this topic, here are some additional tips for those of you new to newsletter marketing.
- make sure the 'from' address for your newsletter is clearly identified as being from you
- be careful in picking your subject line - many words and phrases will send your newsletter straight to the junk or spam folder - the most common being things like 'buy now, free anything, click here, money back guarantee' etc, anything with a sense of urgency or in capitals. Pay attention to what email subject lines come into your inbox and entice you to read, and make a note of them to use or adapt later on.
- another common mistake is to include too much text or content. Most people just do not have time to sift through endless paragraphs no matter how interesting they might be. Just include a clever title, a few lines of teaser information, then a click on link to the rest of the information. This will also enable you to measure how many people are reading each particular article.
- Finally, make sure you test all your links before hitting send!
The ACCC has published a new fact sheet 'Small Business Scams' which explains the types of scams targetting small business and provides hints on how to avoid falling victim. Also a shopping online publication which provides tips for online shoppers on how to avoid scams and dubious online stores.
In 2009 apparantly the ACCC recorded a 60% increase in the number of complaints about false billing scams which is one of the main types targetting small business.
Both publications are free of charge by calling ACCC on 1300 302 502.
One of the downsides of working in a small or home based business is the lack of quality information flowing through your businesses. Less interaction with people means less opportunity to keep up with the business world.
The best way to move into the business world and out of the office (without actually leaving it) is through the reading of current business literature. We are very fortunate to have available to us some highly informative magazines that are specific to the Australian market.
BRW is a heavyweight in the business world. It has sections covering Lifestyle, Investment, Health and Property. It concentrates on Australian business as it is impacted on by the world and describes itself as “..the leading business magazine examining the trends and opportunities shaping Australian business. In news, analysis and opinion we focus on the innovators, entrepreneurs and strategies driving growth and profit in large and small Australian businesses.”
This is another great magazine. What I love about it is that it discusses business and technology from a ‘how to’ perspective. There is a lot of great content and you don’t have to be a business veteran to understand it. The best thing is that you can subscribe for only $2 per issue!
My Business Magazine says that it “features a range of useful business advice and information from our business experts in areas of marketing, business development, financial management, retailing, taxation and investment. In addition, our team of journalists profile successful small businesses to uncover the lessons to be learnt as people build their exciting businesses.”
It has sections on technology, online business, financing your business, retailing and marketing as well as a section that they call business coaching which helps readers to work on their business.
Women’s Network Australia Magazine
As the name suggests, this is a magazine for women in business and it is put out by Women’s Network Australia.
We know that there will always be differences in the way people see the world and that often this may be gender based. This magazine tackles business from a woman’s perspective. Readers describe the mag as ‘full of good tips and tools” and “really relatable”.
The articles are written by women and some of them will be familiar to you through your online travels. They know exactly what it is like to be a woman in small business so the content is directly relevant to you and your business.
“Providing sound financial and business development advice, Australian Business Solutions does not assume its readers already have unlimited resources on which to grow. If offers practical “how-to’s” in every area of business from sales, marketing and
finance right through to innovation, staff management and the law, without doing so in ten thousand word academic articles.”
The website lets you have a sneak peek into the magazine before you subscribe so that you know what you are getting.
For those of you in franchise businesses you should be reading magazines on that topic. This magazine is full of information about new franchises and how to manage the franchise you have. It is THE magazine for the franchise industry. While you are there have a good look around the website. That is the kind of thing you will find in the mag.
Just because you work from home doesn’t mean that you can know what is happening in the world. If you want to be truly successful you have to keep up-to-date within your industry. These magazines open the door to the business world for you. Make sure you subscribe to at least one of them.
Advertising and Public Relations are often lumped together in our minds when we start thinking about promoting our businesses yet they are actually quite different and will bring you different results.
What is advertising?
Advertising is a formal process where you book and pay for ad space somewhere. It might be in a newsletter or on TV. The ads are usually repeated often. Think about how often you see an ad for KFC on TV during meal times. Billboards, posters at bus stops and web banners are all forms of advertising.
What is PR?
Public Relations is all about presenting the right image to the public. It is about your business reputation. You can’t book PR. It happens as a result of what your business does. A press release is an example of PR. You are releasing information about your services to new sources in the hope that they will pick it up and share it, influencing public opinion about you. Another example is the treating of customers to a special event. You hope that they will love your business so much that they will go off and talk about you to their friends.
Which is better?
Which you need depends on what results you are looking for.
• Advertising is often expensive whereas PR can be cheap or even free.
• Advertising runs many times so it reinforces your branding and message. PR is usually a one-off.
• PR can have more credibility because it is coming from a third party. Everyone knows that advertising is designed just to make you look good and that the company has usually paid for it.
• Advertising reaches a lot of people. A public relations campaign usually focuses on a specific group of people.
If you are planning out your promotional campaign then you really need to include both advertising and PR. They can build on each other. Advertising brings attention and PR offers the personal touch and both are essential to your business. Use them strategically and your business will boom.
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