Newsletters: Telling a story

If you keep in touch with your client base though newsletters, one sure fire way to get your clients’ attention is to tell a story.

For instance, if you are a remodeler, you have the opportunity to show before and after photos. Don’t just make a laundry list of what materials went into the project. Tell the homeowners’ story. Why did they want to remodel? How did the remodel change their lifestyle? In other words, as in all good advertising, sell the benefits, not the facts.

Yes, of course, weave in material details (Corian countertops, Energy Star appliances, etc.) but that is not the most important element of the story. The story is how your work affected others.

Tell your story.