Client Newsletter - Copywriting and Design Outsourcing Research done by Harvard Business School shows that the probability of selling services to a prospective customer is 1 in 16, while the probability of selling services to a current customer is 1 in 2. With statistics like this, one must ask why so many agencies continue to spend a disproportionate amount of their time on new business development activities at the expense of satisfying their existing client base? Indeed many agencies would be better served by realising that their existing client database contains untapped revenue potential that, in many cases, would significantly surpass the potential sales gained from canvassing new clients if adequate resources and marketing activity were applied to this area.

Learn More ...   Request More Information and Pricing Details [obligation-free]. Click here

Professionally researched and well-written client newsletters are a proven and effective marketing tactic used by recruitment agencies to refocus more of their efforts back on their existing clients without having to divert their Account Manager's away from new business development.

Client Newsletters offer an number of other benefits to recruitment agencies:

	Educates and informs clients and increases uptake of value-add services,
	Differentiates your brand from your competition,
	Increases top of mind awareness (eg, when they have a requirement your brand comes to mind),
	Stimulates client referrals as the newsletter gets forwarded on to the client's network,
	Increases brand appeal to clients as the agency is positioned as caring, knowledgeable and an expert in their field,
	Strengthens brand recognition as the newsletter is passed on to interested parties,
	Offers a very low cost way to communicate with hundreds of decision makers simultaneously.

Newsletter Pitfall #1: Irrelevant and uninteresting content

If you want your clients to look forward to receiving your newsletter or perhaps even tell their colleagues about it you must focus on providing content that is relevant, useful and engaging. Articles focused on explaining your new back office system or how Mary Sue has moved from Accounts to Payroll may be very interesting to you, but are rarely of genuine interest to clients. The key is to have a clear understanding of your client's needs and interests and then reflect your understanding of this by researching and writing relevant and engaging content.

Newsletter Pitfall #2: Whose job is it anyway?

In the absence of an internal marketing team, internal newsletters are usually written and co-ordinated by anyone from reception to office managers. The problem with this approach is that quality is often compromised as producing your newsletter is just one of many jobs on their 'to do' list, and these staff members are rarely trained or experienced in the fundamentals of writing effective and engaging copy.

Quinntessential offers two solutions to help you overcome these common problems:

1. We offer our clients access to an exclusive 'article bank' of professionally written pieces on a range of recruitment and HR-related topics that hold appeal for both HR and hiring managers, OR

2. Request the topics you want and Quinntessential will undertake research and write them exclusively for you.

Quinntessential's client newsletter service is painless, affordable and highly effective in growing and developing relationships with your existing client base. We currently have over six Australian recruitment agencies that use our article copywriting service - why not contact us to find out more about how we can assist you?

Click here to request a Client Newsletter information and pricing sheet

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Unsolicited testimonial re Quinntessential-developed client newsletter for Apsley Recruitment.
Received February 2004:


Hi Paul

I have had some really great feedback from our newsletter. I have had people say that it is great because it is targeted at the banking and finance sector. I have had comments from HR Professionals that the info was extremely interesting and have used them as points of discussions in meetings. I have also had feedback that people have also being very impressed with the layout and style of the newsletter!

Thought I'd let you know!

Sophie Day
Director Business Support
Apsley Recruitment
Recruiting with Integrity
Ph: 02 9247 3399

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