Relationship building is at the forefront of how we interact with our customers. No longer is promoting your business about who can grab the most attention in the loudest way. It is about how we make genuine connections with our clients or audience – your audience – that wants what you offer and recognises they need you. Regular newsletters help nurture this relationship. This week’s newsletter looks at 5 of the most common obstacles to doing them and offers tips on how to overcome them.

Obstacle 1: No Time

Yes, newsletters do take time. In fact, marketing takes time. The upside is that if you consistently make time for it, you will fill your appointment book. Newsletters are one of the best ways to build a relationship with existing clients, educate them about what else you can offer, and generate referrals.

Overcome time restraints – by keeping it simple. A single page newsletter is perfectly fine. Just one feature or story (500 words which is about half a page). You could include a promotion or product feature, or perhaps a case study/testimonial. Inspirational quotes from your favourite personalities add a nice touch.

Obstacle 2: No Computer Skills

Yes, this is still common, even in this day and age! But there are a number of remedies available for the technophobes out there.

Overcome computer resistance by learning some skills. They will never be wasted. Local community centres and libraries offer courses for a minimual investment. You could also have someone do the computer tasks for you. Delegation is a must for successful business owners. Perhapsy you have an admin assistant or receptionist that is up to the task and would appreciate the change in duties. You may also have a PC savvy teenager who will be happy to put it together.

Obstacle 3: No idea what to include

Yes, this can really be a stumper! You can hardly be expected to produce a newsletter if you don’t know what to include in it. Or perhaps, you have so many ideas; you don’t know where to start! Both problems are equally challenging, either do nothing or get analysis paralysis.

You can generate ideas by knowing your clientele and what makes then tick. Review your client questionnaires, and the problems they present with. Are there common themes emerging? Not only will this process help you to find out what interests them, you will get a clearer picture of what your client profile is which is a crucial element when identifying your target market. When you have clarity around this, marketing becomes much easier because you know who you are talking to, and can tailor make your promotional activities accordingly, rather than taking a stab in the dark. Remember to keep your newsletter as relevant to the reader as possible. Why not do a client survey and ask them what they would like to see. . www.surveymonkey.com offers f*r*ee easy to use software to create your own survey. In fact, you can include surveys in your newsletter. What a great idea!

Obstacle 4: No writing skills

Fair enough. Writing is not everyone’s cup of tea. Remember though that it doesn’t have to be perfect. Be yourself! Perhaps you have great communication skills, but your writing doesn’t do it justice. Here are some options.

Overcome limited writing skills by getting someone else to do the writing. This could be by sharing others online articles, or by purchasing pre-written newsletters, or using associates articles that are relevant to your reader. Article directories such as www.ezinearticles.com offer thousands of articles on hundreds of topics. Prewritten industry specific newsletter services are by companies such as Natural Touch Marketing who specialise in massage and bodywork marketing are available. These newsletters can be customised to incorporate your own identity. A comprehensive range of prewritten templates are offered by My Newsletter Builder who I use to create my own newsletters (tell Matt Papas I sent you!). If you are a solid communicator, but find putting it on paper difficult, try recording an article on your mobile phone or ipod, then transcribing it. You’ll be amazed at what you can come up with!

Obstacle 5: Apathy

Okay, I draw the line at this one. If you can’t be bothered, you shouldn’t be in business. Go and work for someone else instead.

Overcome apathy by remembering why you are doing what you do. People need you, but it is up to you to let them know that you are here to serve them. Start with your existing clients, build relationship, and stay in touch. They will soon reward you with their gratitude for how you help them lead healthier and more satisfying lives. I promise that your consistent efforts will be rewarded. Surround yourself with positive and inspiring entrepreneurs who have similar challenges in their own businesses. Help and encourage one another. Don’t be an island, it extinguishes inspiration.

So, to summarise my 5 tips are:

1. Make time, and then keep it simple
2. Get technical help if you need it to make it happen
3. Ask others for their ideas
4. Get others to contribute or write it for you
5. Stay inspired by remaining connected with why you are doing the work you do, and surrounding yourself with passionate people with a common interest.

“Obstacles are things a person sees
when he takes his eyes off his goal”
E Joesph Cossman