For Newsletters, Remember ‘WIIFM’

May 21, 2008

Newsletters (and e-newsletters) are an excellent way to stay in touch with your customers. They can help you promote ongoing service, lead to repeat business and are a great way to get referrals. But when developing content, ask yourself the question your customers ask: “What’s in it for me?”

“WIIFM,” as it’s known in marketing circles, is crucial to the success of your newsletter. If readers don’t perceive a benefit to taking the time to read your newsletter, they won’t. So be sure to include information people can use – maintenance tips, design ideas, cleaning advice – along with information about your latest promotion or newest product.

That way, you have a better chance of your marketing messages being read and remembered.

Christopher Thiede is president of BUILD Communications, a branding/marketing communications firm that specializes in serving the residential building and remodeling products category. Contact Chris at 414/755-2519, or