One of the great things about newsletters as a marketing tool is that they can cut through the noise of advertising that bombards your clients. They do this by providing useful content – being of service rather than simply selling.
They also help create a personal connection between you and your clients. And it’s for that reason I tell people (particularly small businesses that rely on relationships between business and client) it usually doesn‘t matter is their newsletter is a little rough around the edges – if the layout isn‘t quite lined up or the fonts don’t match.
As Seth Godin says today with a couple of good examples (providing inspiration for this post):
If you want to get noticed, don’t be so polished.
Take a look at what he says about the note on the UPS truck.