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BC/U4 Topic 2 News Letters, Circulars

A newsletter is a printed report containing news (information) of the activities of a business (legal name; subscription business model) or an organization (institutions, societies, associations) that is sent by mail regularly to all its members, customers, employees or people, who are interested in. Newsletters generally contain one main topic of interest to its recipients. A newsletter may be considered grey literature. E-newsletters are delivered electronically via e-mail and can be viewed as spamming if e-mail marketing is sent unsolicited.

The Advantages of Newsletters

Newsletters are publications that are distributed regularly to specific audiences of subscribers via print or email. Newsletters can be used to advertise or to simply communicate new ideas and events to subscribers. Businesses can easily connect with their stakeholders, including stockholders, customers, employees and members of society, through printed and digital newsletters.

(i) Communication

Newsletters are used to get attention and share information. They are an easy source of communication. Employee newsletters can keep employees informed about new policies, products and awards. Newsletters strengthen the relationship between employees and employers, but also create and build relationships with customers. They can also be an important educational tool that includes policies and events. Newsletters establish trust with customers, showing them that they’re valued. Including advertisements also makes newsletters cost effective.

(ii) Credibility and Relationship

You establish your credibility by having open communication with your customers, stockholders and employees. You are the one who knows your business the best, and by communicating directly with your customers and employees, you show them you care about them, too. You can give detailed explanations and introduce strategies to employees, stockholders and customers. Newsletters are available to all levels of an organization. Share your expertise and insight to develop a relationship with your stakeholders.

(iii) Delivery

Whether your newsletter is sent via email or through printed mail, it can be easily delivered to your stakeholders. Printed newsletters are not blocked by spam checkers and add the perception of value. Newsletters arrive to their subscribers only, so the subscribers have an interest in what the company has to say in the newsletter.

(iv) Sales

Newsletters are an important venue for advertising a company’s new products and services. Newsletters explain the benefits of the product or service and the benefits of purchasing from the particular company. A newsletter encourages the customers to contact the company and simplify the sales process for your sales associates. Because the customer must give personal information to receive the newsletter, when the sales team contacts prospective customers, each customer is informed about products or services offered by the company.

CIRCULARS IN BUSINESS COMMUNICATION

Circulars or fliers are a highly effective way to communicate with employees or customers. Many companies use circulars to enforce dress codes and policies or invite employees to meetings or luncheons. Circulars can also be used as an advertising tool. There are a number of benefits to using circulars, but a circular must include certain features to be most effective. Additionally, distribution is important for circulars in business communication.

Benefits

Circulars are an inexpensive and fast way to distribute information. Managers can create a circular on their computer and print out multiple copies in 30 minutes or less. Circulars are also highly informative, depending on the level of information needed. For example, a company needs only a few lines of copy to inform employees about a seminar. Circulars can also be informal and non-obtrusive–people are free to read or ignore them.

Identification

Circulars in business communication must target a specific audience. For example, a circular inviting company employees to learn database management is geared toward marketing research managers and computer programmers. A company that distributes circulars for its newspaper is targeting people who do not have a subscription. Writers who keep their target audience in mind will usually produce more effective circulars.

Features

The most effective circulars usually have several key features. The most important feature is the heading, which targets a specific audience. “Need To Lose 10 Pounds This Month?” may be an effective circular heading for a company selling diet products, targeting people who need to lose weight. The heading leads readers into the body of the circular, which describes a particular offer, product or service in a bullet-point format. If people are interested, they will then look at the “contact information” or time and place of the sale, for example.

Function

Like other advertising pieces, a business circular will usually follow the AIDA (attention, interest, desire, action) principle, according to advertising expert Dave Dolak at davedolak.com. The circular should be designed to attract attention with a strong heading or images. It must then hold the reader’s interest and ultimately compel her to buy a particular product or service. Companies can enhance a reader’s desire for a product by making the circular believable. Giving the reader a reason to buy immediately will also increase her desire.

Distribution to Consumers

Business owners can post circulars on grocery store bulletin boards or include them with the daily newspaper. Some business owners place circulars on people’s car windshields. There are also companies that distribute circulars door-to-door along with other offers. Businesses may include a circular in a direct mail package. All of these methods can be highly effective in reaching the consumer.

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