Frequently Asked Questions
newsletter marketing •
ordering •
customization • managing your mailings •
tips for success
Frequently Asked Questions
Click on any question below to go directly to the answer.
Successful Newsletter Marketing
- Why use newsletters?
- But isn't email just as effective, and a LOT cheaper?
- Why should I PURCHASE a newsletter? Wouldn't it be cheaper,
and more effective to create my own?
- To whom should I mail my newsletters?
- How frequently should I mail my newsletters?
- How do I track the results of my newsletter marketing?
The Ordering Process
- What are the deadlines for placing or changing orders?
- Is there a minimum subscription duration?
- What do I need to have ready to place my newsletter order?
- How do I get my newsletter marketing campaign started?
- How do I get a user name and password?
- I only have 190 on my mailing list, what do I do with the remaining
60 newsletters required for the minimum order?
- I have a new photo or logo, how do I replace the old one with the new
one?
- I don't have a digital copy of my photo, how can I get it into my
newsletter?
- When will my shipment arrive?
- When should my contacts expect to receive my newsletter in the mail?
- All this customization sounds great, but I don't have time to tinker
with my newsletters. Is there a turn-key option that will run
automatically?
- What happens if I don't go online to make changes before the cut-off
date?
- Can you send me an e-mail reminder when it's time
to make changes?
- I don't have a fast internet connection. Can you
help me place my order off-line?
- I want to use my own postage indicia and mail my
newsletters from here. Can you accommodate that?
- I am afraid that bulk-mail takes too long.
Wouldn't it be better if I just mailed the newsletters myself and
used first class?
Customization
- How do I get a Branded Banner?
- How do I change the color palette of the
newsletter?
- How do I change my personal message?
- How do I "whisper" into the INSIDE column on page
one?
- How do I select an alternate photograph with any
of the articles?
- How do I select an alternate article?
- How do I choose whether I want a Word Puzzler or a
Self-Quiz on page two?
- How do I upload my own article to page three?
- How do I upload my own photograph or graphic image
to page three?
- How do I change the Tips or Recipe on page three?
Managing Your Mailings
- How do I upload my mailing list?
- How do I keep my mailing list up-to-date and
current?
- Should I buy a mailing list for my newsletter?
Tips to GET GREAT Results
- Maintain Your Mailing List
- Change Your Message Frequently
- Consider Changing Your Photo
- Write Targeted Articles for Page Three
- Help Readers Relate to Your Message by Selecting
Appropriate Photos
- Whisper Your Personal Message Into the INSIDE
Column on Page One
- Enlist the Power of BRANDING
- Why use newsletters?
Because they WORK. Dollar-for-dollar, newsletters are the
single most effective marketing strategy to build profitability
into your estate planning practice. Why? Because the success of
your practice relies on your ability to develop and manage many
more relationships than you possibly could develop and manage
through personal contacts alone.
Newsletters allow you to automatically manage multiple
relationships. A high-quality newsletter delivered by mail
ensures your clients and referral sources feel valued, that
opportunities do not “fall through the cracks” when your
attention is focused elsewhere, AND they free you to focus your
personal attention where it is needed most. You cannot be
everywhere at once, but you can use newsletters to greatly
expand your presence in the marketplace.
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- But isn't email just as effective, and a LOT cheaper?
No. Market research confirms that email can augment your
marketing communications, but email just is not as effective as
direct-mail – particularly when used with targeted,
pre-qualified audiences such as your clients and referral
sources. While your cost-per-piece may be less, the cost to your
firm in terms of lost referrals and revenue far outweighs the
savings. The national Direct Marketing Association identified
NEWSLETTERS AS THE MOST FAVORED TOOL FOR DEVELOPING BUSINESS. On
a scale of 1 to 10, newsletters scored the highest at 7.6,
compared to workshops at 7.1, advertising at 5.5, sales letters
at 4.5 and cold calls at 3.4.
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- Why should I PURCHASE a newsletter? Wouldn't it be cheaper,
and more effective to create my own?
Creating a newsletter in-house is not cheap. The tasks of
writing, designing, compiling, printing, folding, labeling &
mailing newsletters make in-house production prohibitively
expensive. And, when you add the costs of professional designers
and full-color printing – both necessary to produce a quality
product that will reflect well on you – it just is not
cost-effective to produce a newsletter in-house.
Then, of course, there is the question of effectiveness. What’s
really effective is frequent, consistent communication. Too
often those in-house newsletters are produced on a very spotty
schedule that does not reflect well on your practice.
With SELECT® newsletters, the production schedule is met every
month, on time (has been for more than ten years). No matter
what else is going on in your practice, your SELECT® newsletters
still go out. Professionally designed, attorney-written and
reviewed, printed in full-color. You have ample opportunities to
add personalized messages, even your own articles. Purchasing a
newsletter – or outsourcing newsletter production – just makes
good dollars-and-sense.
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- To whom should I mail my newsletters?
Mail newsletters to everyone with whom you want to build,
maintain, or develop relationships. That should include, at a
minimum, your current clients, professional advisors – both
those with whom you now work and those you with whom you would
like to work – and prospective clients, including those you meet
through workshops, personal networking and your website. Don’t
forget to include your “centers of influence,” as well – people
you know who are in the position to influence others. Also, as
you meet new people, collect their contact information and add
them to your mailing list. We make it easy for you to do this
with 24/7 access to your mailing list online.
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- How frequently should I mail my newsletters?
We recommend a monthly mailing schedule. Frequency and
consistency are the keys, not only to building brand identity
and awareness, but also to getting the highest, fastest return
from your marketing investment.
Research consistently indicates that it takes nine to 13
impressions to bring someone to a financial decision. Market
research also indicates that it often takes two to three
impressions (or contacts) before people are even aware of your
message. Apply this knowledge to a newsletter mailing program:
it would take THREE YEARS of quarterly mailings to accomplish
what a monthly mailing program can do in NINE MONTHS.
Quarterly mailings simply do not make an impact in the
marketplace. Too many competing messages arrive during the three
month lapse between mailings for the program to build momentum.
Though some firms choose this mailing schedule because they want
to save money, the real cost to the firm in terms of lost
referrals and revenue far outweighs any savings.
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- How do I track the results of my newsletter marketing?
Newsletters will help your practice in three fundamental
areas, each of which is easily tracked.
First, newsletters educate prospective clients about the issues
and process of estate planning. Your “closing ratio” with
prospects who receive your newsletter should improve
dramatically over time.
Second, newsletters educate current clients and help maintain
top-of-mind awareness – not only for your firm, but also for the
issue of estate planning. Client referrals should become a much
larger part of your business – both in terms of new clients
referred in, and in new business from your current clients. Use
your newsletters to encourage clients to bring friends and
family members to your workshops, to review and update their
plans regularly, to maintain trust funding, and to complete more
comprehensive planning when indicated.
Finally, newsletters educate and maintain top-of-mind awareness
with professional advisors. One key to building professional
referrals is helping advisors recognize their clients’ estate
planning needs. The second, and equally important key is to make
sure advisors keep their clients’ estate planning needs in mind.
Remember, allied professionals are focused on THEIR jobs –
whether they advise clients about tax planning, insurance risks
or investments, they are not always thinking about estate
planning … unless you keep reminding them! Keep track of your
closing ratios and your referrals from clients and professional
advisors to gauge the effectiveness of your newsletter
marketing.
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- What are the deadlines for placing or changing orders?
The deadline for placing new orders, or making any changes to
your order (including mailing list updates) is the fifth day of the
month preceding publication. For example, the production deadline
for the March issue would be February 5th. All newsletter orders go
into production on the first business day after the fifth. As you
can imagine, it is quite a process to fulfill hundreds of orders
each month, each one unique -- shipped & mailed to thousands of
destinations all over the country -- on time, every time. This is
why we simply cannot interrupt the process once it is in motion to
make changes to individual orders.
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- Is there a minimum subscription duration?
No. Your subscription is set-up on a continuous basis unless or
until it is cancelled. We require written notice of cancellation
prior to the 5th day of the month preceding publication (for
example, to cancel your March order, you must provide written notice
to us by February 5th). However, we strongly suggest you commit to
the program for at least 12 months to ensure you get the full
benefit of a monthly marketing program. As we stated before it takes
nine to 13 impressions to bring someone to a financial decision.
Plus, every time you start-and-stop a relationship-building campaign
like this, you damage your image in the marketplace. Inconsistency
is perceived as unprofessional.
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- What do I need to have ready to place my newsletter order?
There are a few things that you should start working on now to get ready
for your first newsletter order.
- A mailing list, preferably in an Excel format. There is a minimum order
of 250 newsletters. You do not need that many people on your list, the
remainder may be sent to directly to your office.
- Full color personal photograph or firm logo. You can still order
newsletters, using our pre-designed Pocket Watch® or Estate Planning
Times masthead. We also have artwork you may use instead of a personal
photo if you prefer. However, your marketing campaign will be much more
powerful if you let us help you create a brand image. For a separate
fee, our designers can help you create a professional image for your
firm that includes a logo, color scheme, and complete identity package
(stationery, website, brochures, etc.).
- Personal message. This personal message can be anything the attorney
feels is important to his readers. A proper word count for this message
is approximately 200 words or less. Personalized messages range anywhere
from upcoming seminar dates and their topics, attorney
credentials/personal history to a firms mission statement.
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- How do I get my newsletter marketing campaign started?
- Visit our newsletter
Registration page. Upon registering you will be
directed to enter your contact information. From here you may upload
your personal photo and/or firm logo.
- Upon completing your account setup, you may then click Create Newsletter
to begin your newsletter creation process. In this stage you will be
able to select your newsletter masthead and color palette. Through the
newsletter creation process you will be able to customize pages one
through three, and finally you will be able to enter your personal
message in the firm feature area of page four. This message should be no
more than 200 words and should be prepared in MS Word or similar program
for easy copy and paste functions.
- After completing your message you will proceed to the Proof and Finalize
page where you will have the opportunity for a final proof of your
newsletter pages. If you approve the pages you will be directed to the
Mailing/Shipping Qty. page where you may upload your contact mailing
list (optional) and enter the quantity to be shipped directly to your
office.
- To complete your order you must continue through and finalize your
order. For one-on-one assistance, please register your account then
contact info@estateplanningpartners.com to schedule an appointment.
Note: The SELECT newsletter online ordering system works best with
Internet Explorer. Also, be sure you have disabled pop-up blockers.
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- How do I get a user name and password?
Log on to the SELECT newsletter site at http://www.lexinet.net/ims.
You will see a registration page. If you are a new customer, click
on the REGISTER link. You will be taken to a page that explains the
terms of use of the website. If you agree with the terms, check "I
Agree," and you will be taken to a registration page. On this page
you will select your own User ID and Password as you complete the
registration process.
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- I only have 190 on my mailing list, what do I do with the remaining
60 newsletters required for the minimum order?
Most of our clients order "extra" newsletters shipped directly to their
office for their ongoing use. These newsletters often are put on display
in the office, given to prospective clients, and used as hand-outs at
seminars and workshops. We also have found that a "library" of
back-issues will provide you with a targeted message to include with a
welcome kit for prospective clients or referral sources. For instance,
if you are planning to meet with an elderly widow, a copy of several
back-issues dealing with planning for singles would make an appropriate
addition to a welcoming mailer. By the same token, issues dealing with
business planning would be more appropriate for a prospective client who
owns a successful closely-held business.
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- I have a new photo or logo, how do I replace the old one with the new
one?
Log in to your account online and go to the My Profile page.
Scroll down to the bottom of the page and you will see a section
entitled Image Personalization. Click on the button Upload Photos.
This will take you to a file upload utility that will allow you to
browse your hard drive for the new photo file. Be sure to upload
your file to the appropriate box, either personal photo or logo. The
new file will automatically replace the old one.
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- I don't have a digital copy of my photo, how can I get it into my
newsletter?
If you have a nice photograph that you are pleased with, then by all
means let's use it. First, ask the photographer if he or she has the
photograph in digital format. If not, then mail the photograph to us and
we can do a high-resolution scan suitable for printing. Please call
customer service for instructions (1-877-352-2021, ext. 1).
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- When will my shipment arrive?
Our goal is to ship out all newsletter by the 5th of the month. We use
UPS Ground and the estimated shipping time is 3-5 days.
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- When should my contacts expect to receive my newsletter in the mail?
We recommend that you include your own mailing address in your contact
list so you will have a better idea of when your letters are arriving at
their destination. Usually letters arrive in their destination mail box
from the 10th through the 20th of the month.
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- All this customization sounds great, but I don't have time to tinker
with my newsletters. Is there a turn-key option that will run
automatically?
Absolutely. Once you register your account online, upload your
photograph and mailing list, and make certain selections, including your
color scheme and mast head -- then you can relax. Your newsletter will
be produced and mailed automatically to your specifications, following
our Editorial Calendar.
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- What happens if I don't go online to make changes before the cut-off
date?
If you do not make any changes, your order will be produced
automatically to the specifications you entered online, following our
Editorial Calendar, and mailed to your "Active" mailing list.
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- Can you send me an e-mail reminder when it's time to make changes?
We do not send out email reminders. We try to make it easy for you to
remember the deadline by simply making the 5th of the month prior to the
issue date the standing deadline.
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- I don't have a fast internet connection. Can you help me place my
order off-line?
Yes. Please call customer service at 1-877-352-2021, ext. 1 for
assistance; or send an email request to
info@estateplanningpartners.com.
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- I want to use my own postage indicia and mail my newsletters from
here. Can you accommodate that?
Yes. You will make this selection when you register online. Unless
otherwise indicated, newsletters produced for mailing are printed with
our postage indicia. If you prefer to mail your newsletters from your
own facility, using your own postage indicia (which you must purchase
from the Post Office), make that selection on the My Profile page. We
will contact you directly to get this permit information before your
newsletters go to press. Your newsletters will be printed with your
postage indicia and shipped to you for addressing & mailing.
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- I am afraid that bulk-mail takes too long. Wouldn't it be better if I
just mailed the newsletters myself and used first class?
Some clients worry that bulk mail will take too long to arrive and so
ask us to ship their newsletters directly to them, where they apply
address labels and first class postage. This is an extremely inefficient
process, that wastes time and money in the shipping process AND in the
scheduling process on your end -- scheduling the labor to apply labels &
postage, and then physically take the newsletters to the post office. By
the time you have completed this laborious task (and after you've done
it a few times you'll wish you hadn't!), your newsletters would have
already arrived at their final destination if we had mailed them for
you!
Even though we mail bulk, we do several things to increase the speed
with which your newsletters are delivered. First, every mailing list is
CASS certified with the post office to ensure deliverability, pre-sorted
to the finest detail possible and bar-coded to ensure rapid delivery.
Additionally, we never apply labels, which give a very unprofessional
look to your newsletter. All addresses and bar codes are printed
directly on your newsletter for a clean, professional final product. We
do all this for you for the price of a first-class stamp.
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- How do I get a Branded Banner?
We will work with you to develop a Branded Banner for your newsletter.
We can design from your current logo and color scheme, or we can help
you create a firm "identity" from scratch. There is a one-time fee for
this service. Once you have your design, it belongs to you and you can
use it on whatever materials you choose, including your SELECT
newsletter. Prices start at $265 for a basic design. (Sorry, we cannot
accept banner designs by outside design firms due to our strict printing
requirements.)
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- How do I change the color palette of the newsletter?
Log in to your account online, then go to the My Profile page. Scroll
down to the Masthead/Color Palette section and select Modify Colors. The
first page relates to your masthead. If you are not changing your
masthead, go ahead and scroll to the bottom and select SUBMIT and
CONTINUE to STEP TWO.
Your chosen banner will be displayed at the top of the page as a
reminder. Each color palette selection also displays a sample of how it
will affect the newsletter design. Select a palette by checking the
radio button beneath your preference. Now choose either to continue and
CREATE NEWSLETTER or go back to the My Profile page. Your selections
will be saved for future use.
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- How do I change my personal message?
First, compose your new message completely off-line in a word processor
such as MS Word. Run spell-check and proofread your work. Make sure you
have it just the way you want it, and SAVE it on your hard drive. Word
count: approximately 250.
Log in to your account online, then go to CREATE NEWSLETTER. From
this page, choose EDIT PAGE 4. (Be patient and give the program time to
load completely.) Once you see your page display, click your mouse twice
inside the message area. A gray outline should appear around your
message. Using your mouse, highlight all of the text that you wish to
delete or replace.
Now, click the INSERT TEXT button in the column on the right. This
will open up a new window entitled IMPORT TEXT. Copy your message from
your word processor and Paste it into this window, then click on the
INSERT TEXT button. Be patient and give the program time to load your
new text. When you are finished, be sure to select the SAVE PAGE 1
button at the bottom-right corner of the page to save your changes.
Note: You have two copy boxes in the message area. The first one is
smaller, at the top of the text area and it is for your headline. The
second one larger, for your message. They both work the same way. Don't
forget to compose an appropriate headline for your message as well.
If you need assistance, call customer service during regular business
hours (central time) at 1-877-352-2021, ext. 2.
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- How do I "whisper" into the INSIDE column on page one?
Before you customize this section, remember that ANY changes you make to
page three will re-set this column to the default settings. So, we
always recommend that you completely finish any work you want to do on
page three -- whether changing the article, the photograph, uploading a
new article, proofing, editing ... just make sure EVERYTHING on page
three is finished first. THEN go to page one.
Again, you will want to compose your message first in a word
processor such as MS Word. Proofread it, edit it and be sure to save it.
Remember, too, that the INSIDE column is created as two separate
paragraphs. You can choose to change either one or both of them. But
they each are edited separately. The first paragraph usually relates to
the page one article and the second paragraph relates to the article on
page three.
From the CREATE NEWSLETTER page, choose Edit Page One. Be patient and
allow the program to fully load the page. Once the page appears, click
twice on the paragraph you want to edit. Highlight all of the text you
want to edit or delete. Now, click the INSERT TEXT button in the column
on the right. This will open up a new window entitled IMPORT TEXT. Copy
your message from your word processor and Paste it into this window,
then click on the INSERT TEXT button. Be patient and give the program
time to load your new text.
When you are finished, be sure to select the SAVE PAGE 1 button
at the bottom-right corner of the page to save your changes.
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- How do I select an alternate photograph with any of the articles?
From the CREATE NEWSLETTER page in your online account, choose to edit
your desired page. Once the page has loaded in your browser, click once
on the photograph you want to change. A gray outline around the
photograph should appear, along with photo selections available in the
right-hand column. To select a different photo, simply click twice on
the new image in the right-hand column. Be patient and give the program
a moment to load the new image.
The photographs in our online library are all pre-sized and of the
proper resolution for high-quality printing. However, you may choose to
upload an image of your own. Instead of double-clicking on one of the
photo selections, click the UPLOAD IMAGE button at the top of the
right-hand column. This will open a new window with a file-upload
utility that allows you to search your hard drive for the image file you
want to use. Once you have your image selected, click on the SUBMIT
button. Be patient as uploading files does take a few moments. Once the
file is uploaded, it should appear in the page. Be sure to SAVE your
page before you leave.
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- How do I select an alternate article?
From the CREATE NEWSLETTER page in your online account, choose to edit
your desired page. Once the page has loaded in your browser, click once
on the article you want to change. A gray outline around the article
should appear, along with alternate selections available in the
right-hand column. To select a different article, simply click twice on
the title in the right-hand column. Be patient and give the program a
moment to load the new article. Be sure to SAVE your page before you
leave.
Notes:
1.) Remember that the Page One article continues onto to Page Two, so
that will change automatically. The photo selections will NOT change
when you choose a new article, so you may want to review them at this
time.
2.) The INSIDE column paragraph will also automatically change to
reflect your new article choice. Take a moment to review that as well.
3.) Your Page Three article is designed to be a companion to the Page
One topic. However, if you change the Page One article, the Page Three
article will NOT automatically change. You may want to go in and select
another appropriate article for Page Three at this time as well.
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- How do I choose whether I want a Word Puzzler or a Self-Quiz on page
two?
From the CREATE NEWSLETTER page in your online account, choose to edit
page two. Once the page has loaded in your browser, click once in the
Quiz/Puzzler area. A gray outline around the section should appear,
along with alternate selections available in the right-hand column. To
switch from quiz to puzzler (or vice versa), simply click twice on the
new title in the right-hand column. Be patient and give the program a
moment to load the new image.
Note: Once you have selected either a Self-Quiz or a Word Puzzler,
the system will remember your selection and all of your future
newsletters will automatically build with a companion Quiz or Puzzler
(whichever you chose last). You can go in and change this every month if
you want, or leave your selection set to your preference.
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- How do I upload my own article to page three?
Before you upload your article, remember that ANY changes you make to
page three will re-set the INSIDE column on page one to the default
settings. So, we always recommend that you completely finish any work
you want to do on page three -- whether changing the article, the
photograph, uploading a new article, proofing, editing ... just make
sure EVERYTHING on page three is finished first. THEN go to page one.
It is VERY IMPORTANT that you compose your article first in a word
processor such as MS Word. Proofread it, edit it and be sure to save it.
Do not add formatting to your article. You may underline some words, but
bold and italic will not be available in the online editing. Be sure to
write a headline AND a short "teaser" paragraph to be used on the INSIDE
column of page one that refers to this article.
From the CREATE NEWSLETTER page, click the radio button for ADD YOUR
OWN ARTICLE on page 3, then choose Edit Page Three. Be patient and allow
the program to fully load the page. Once the page appears, click twice
on the Headline. A gray outline should appear around the Headline box.
Highlight the text and you may choose to type your headline directly
into the box as this is a fairly short line. You will notice a
significant delay between your keystrokes and the display. This is
normal.
When you are finished typing in your headline, click twice on the
article below. A gray outline should appear around the text area, and
there should be one short line. Highlight that line with your mouse.
Now, click the INSERT TEXT button in the column on the right. This will
open up a new window entitled IMPORT TEXT. Copy your message from your
word processor and Paste it into this window, then click on the INSERT
TEXT button. Be patient and give the program time to load your new text.
If your text does not fit exactly, you may click inside the text area
and make additional edits. BE SURE TO CHANGE YOUR ORIGINAL COPY as well
to reflect the changes you made online. This is very important. Should
something happen during the editing process -- your internet connection
is lost or there is a "glitch" in the system, you do not want to lose
your edits. ALWAYS keep a back-up copy on your own hard drive. (This
will also make it much easier to copy-fit your future articles.)
When you are finished, be sure to select the SAVE PAGE 3 button at
the bottom-right corner of the page to save your changes. You will then
be taken to page one to edit the INSIDE column paragraph # 2 that refers
to this article. Paste your paragraph and make sure it fits. Again, if
you have to make any changes, be sure to repeat those changes on your
own copy on your hard drive as well.
Later, when you are completely finished with your editing &
customization, you will go to PROOF & FINALIZE your newsletter. If you
find that you need to make ANY changes to this page 3 article (for typos
or whatever), you will also be required to redo your paragraph on page
one. This is why it is imperative to keep a copy of your FINAL work on
your hard drive, so you can easily copy-and-paste again if necessary.
Notes to help you prepare your custom article for page 3:
1.) Word count = approximately 500
2.) Characters = approximately 2,500
3.) Sentences = approximately 25 fairly long sentences
4.) Paragraphs = approximately nine
5.) Headlines should be short and sweet, three or four words maximum
6.) Be sure to include a byline at either the beginning or end of your
article and a copyright statement at the end (e.g., Copyright © 2008 XYZ
law firm)
For your "teaser"<; paragraph in the INSIDE column on page one:
1.) Characters = approximately 210
2.) Words = approximately 40
3.) Sentences = 2
4.) Paragraphs = 1
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- How do I upload my own photograph or graphic image to page three?
If you have submitted your own article to Page Three, you also may want
to submit your own graphic image -- a photograph or a chart or graph.
From the CREATE NEWSLETTER page in your online account, choose to
edit Page Three. Once the page has loaded in your browser, click once on
the photograph you want to change. A gray outline around the photograph
should appear, along with photo selections available in the right-hand
column. To select a different photo, simply click twice on the new image
in the right-hand column. Be patient and give the program a moment to
load the new image.
The photographs in our online library are all pre-sized and of the
proper resolution for high-quality printing. However, you may choose to
upload an image of your own. Instead of double-clicking on one of the
photo selections, click the UPLOAD IMAGE button at the top of the
right-hand column. This will open a new window with a file-upload
utility that allows you to search your hard drive for the image file you
want to use. Once you have your image selected, click on the SUBMIT
button. Be patient as uploading files does take a few moments. Once the
file is uploaded, it should appear in the page. Be sure to SAVE your
page before you leave.
Notes to help you prepare your custom graphic for Page Three:
1.) Be sure to use CMYK as your color mode. RGB colors will experience
an unpredictable color shift that may or may not be pleasing to you in
the final output.
2.) Be sure the digital resolution is at least 300 dpi.
3.) Final size should be 748 x 1059 pixels
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- How do I change the Tips or Recipe on page three?
From the CREATE NEWSLETTER page in your online account, choose to edit
page three. Once the page has loaded in your browser, click once in the
Tip/Recipe area. A gray outline around the section should appear, along
with alternate selections available in the right-hand column. Scroll
down in the right-hand box to view all recipe and tip selections, then
simply click twice on the new title in the right-hand column. Be patient
and give the program a moment to load the new image.
Note: Once you have selected either a Recipe or a Tip, the system
will remember your selection and all of your future newsletters will
automatically build with a companion Recipe or Tip (whichever you chose
last). You can go in and change this every month if you want, or leave
your selection set to your preference.
How do I change the Quotation selection on page four?
If you have uploaded a logo (from the My Profile page), then it will
automatically appear on Page Four, in the upper left corner. If no logo
is available, then the system will automatically load an appropriate
quotation into this space. You may change this selection, or upload an
alternative image of your choosing.
To change the quotation, from the CREATE NEWSLETTER page in your
online account, choose to edit page four. Once the page has loaded in
your browser, click once in the quotation box area. A gray outline
around the section should appear, along with alternate selections
available in the right-hand column. Scroll down in the right-hand box to
view the possible "authors", then simply click twice on the new one in
the right-hand column. Be patient and give the program a moment to load
the new image.
To upload a new image, instead of double-clicking on one of the
quotation selections, click the UPLOAD IMAGE button at the top of the
right-hand column. This will open a new window with a file-upload
utility that allows you to search your hard drive for the image file you
want to use. Once you have your image selected, click on the SUBMIT
button. Be patient as uploading files does take a few moments. Once the
file is uploaded, it should appear in the page. Be sure to SAVE your
page before you leave. (Note: if you upload an image here, it will NOT
be available to you again for your next order. If you want to
PERMANENTLY replace this quotation box with an alternate image, go to
the MY PROFILE page and upload your new image as a LOGO. However, you
must do this BEFORE you begin the CREATE NEWSLETTER process. So, if you
have already done all of your customization and just now decided on a
new image, go ahead and upload it on page 4, then ALSO upload it on your
MY PROFILE page for future use.)
- How do I upload my mailing list?
For detailed instructions, please download Instructions for Uploading
Your Mailing List
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- How do I keep my mailing list up-to-date and current?
You can gain secure access your newsletter mailing list online 24/7.
Once you are logged in, you can add or update addresses. If necessary,
you can delete entire lists and upload new ones.
If your list is checked as ACTIVE, we will mail to all active members of
that list. Be sure to UN-CHECK any lists that you do NOT want to mail
to. You also may choose to DELETE any outdated lists, but remember this
action cannot be undone.
To work on a list, click the List Name. This will open the list where
you can edit or add names. We will only mail to names that are check
marked ACTIVE. If you are not sure about a contact, you may want to
leave them on your list, but simply un-check them. Un-checked names are
not deleted, but we will not mail to them.
When you are ready to upload your list for the first time or use a new
one a file upload utility will let you browse your hard drive for and
upload a mailing list file. We accept three file formats: Microsoft
Excel (.xls), Comma Delimited (.csv), or Tab Delimited (.txt). Note that
the STATE field must be 2 characters in length. Mailing lists close for
changes on the 5th day of the month prior to mailing.
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- Should I buy a mailing list for my newsletter?
Sometimes it does make sense to purchase, or compile, a targeted mailing
list. For example, you may want to purchase a list of business owners in
your area to do a one-time, or even periodic, mailing. Use the editorial
calendar to guide your planning and send the issue geared to business
owners to your purchased list. Follow up with a ready-to-print brochure,
Business Owner Blues ... and then an invitation to a workshop on Saving
the Family Business. These are also great lead-ins to offer the Estate
Protection Plan. You also could compile a list using the membership
directory of your local Chamber of Commerce, or even the Yellow Pages.
There are lots of resources to purchase targeted lists, so be sure to
contact us for guidance. Call James at 1-877-352-2021, ext. 0 for help
selecting a list.
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- Maintain Your Mailing List
The mailing list is one of the most important aspects of any direct-mail
marketing campaign, including newsletters. Making sure it is accurate
and up-to-date will improve the effectiveness of your campaign. Log in
to your account for secure access to your mailing list online, 24/7.
Here are some tips to get the most out of your mailing:
1.) ADD people regularly. Everyone who attends your workshop, visits
your website, or schedules an initial consultation should be added to
your mailing list. If you are meeting people, your mailing list should
be growing. Don't forget to include the people you meet through personal
networking. Gather business cards and enter those names to your mailing
list. These are all sources of new business and referrals. You are
already absorbing the major cost of your newsletter marketing, adding a
few more names is NOT a major investment. It will only increase your
monthly cost by a few dollars -- are you really worried about $5 or $6 a
month? If so, then better to skip the Starbucks a couple of mornings
than to cheat yourself on your marketing!
2.) UPDATE names and addresses. People move. People die. People get
married. Assign someone in your office the task of updating your
in-house database and your newsletter mailing list. We know it happens,
but it's very embarrassing to send a newsletter to Mr. and Mrs. John
Doe, when John died last month AND you handled the closing of the
estate!
3.) PROOFREAD your mailing list for ACCURACY. Remember, the
newsletter is supposed to help you build relationships and show people
you are thinking about them. And people are funny about their names. We
all want our name spelled right.
4.) CULL your list regularly. Yes, you also will need to delete names
from time to time. You may discover that referral source is just not
someone you want to work with, the prospect who seemed so interested at
the workshop has hired someone else -- or moved away. Delete the "dead
weight" and make room for new prospects.
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- Change Your Message Frequently
The message area on Page Four is the "prime real estate" of your
newsletter. It travels on the OUTSIDE of your newsletter when mailed,
and is the first thing your reader sees after checking the address
(research shows that recipients check their own address first, then flip
the mailing piece to see what else is on the outside). DON'T WASTE THIS
OPPORTUNITY. Even if your readers never open the newsletter, they will
see this page. After they read it, and set it aside -- it will fold
naturally back together and this page will most likely be on top! If you
never change the message, people will quit reading it. They will glance
and see it is the same and move on. If the message changes every month,
particularly if the message is valuable -- interesting, important or
funny -- they will get into the habit of reading it. If it tells a bit
about you on a personal level, particularly if it is humorous, they will
look FORWARD to reading about it ... and develop the sense that they
know you. This is good marketing!
Make it a habit to go online and update your message every month.
It's only 250 words. You can do it! You'll be surprised at how effective
this can be!
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- Consider Changing Your Photo
That formal portrait you had done is wonderful -- but not really very
warm, and certainly not all that interesting -- especially if it's the
same every month. Consider mixing it up from time-to-time. If you want
to keep a more "formal" feel to your newsletter, alternate formal
portraits of various staff members, partners or associates -- include a
bit about who they are and what they do in your message. This helps
people feel more comfortable about calling or scheduling appointments
because they feel like they know everyone.
If you really want to get your readers involved, however, consider
changing things up by using photographs of yourself in non-office
environments. Did you go fishing over the weekend? Use a photograph of
yourself with your big catch? A trip to Europe? Did your son graduate
from high school? or college? People read these "human interest" stories
and will develop a closer sense of relationship -- and bond -- with you
as they read them.
Finally, you might even consider using photographs of your clients
(with their permission of course!) and a testimonial or case study of
how you solved their problems in the message area.
All of these are powerful marketing tools available to you at NO
EXTRA CHARGE when you purchase SELECT newsletters. Put them to work and
get more for your money!
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- Write Targeted Articles for Page Three
Writing your own article for Page Three is a GREAT way to get more for
your marketing dollars. Some ideas to make this space really pay off for
you --
1.) Cross-Sell Other Services. If you, or members of your firm,
practice in other areas of law, use this space to let your readers know.
Even if you do focus your practice exclusively in estate planning, you
may want to use this space to highlight various aspects unique to your
firm -- just as trust funding, client maintenance programs, client
workshops, or probate administration.
2.) Localize the Story. This is a great old reporter's technique.
Take a national story or issue, and give it a local slant. This makes it
more interesting and relevant to the reader. You could even take one of
our archived articles and re-write it to give it a more local feeling.
3.) Tell Your Own Story. Write about your firm, a case study, or
focus on a specific client (always get permission first!). Some of your
clients would be DELIGHTED to see their photograph and read their story
in your newsletter (others would be mortified ... focus on the ones who
would be delighted!). Showcase a new staff member, your new location or
your old partner (who is retiring). Promote an upcoming workshop. Write
about your website and why readers should visit.
4.) Write Client Alerts. Whenever there is news that affects your
clients, particularly their investments or estate planning, use this
space to inform and advise your clients. Always encourage your clients
to share this information with others, and when appropriate, to consult
with you to review their plans in light of the new development.
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- Help Readers Relate to Your Message by Selecting Appropriate Photos
Did you know that you can select alternative photographs for any story
in the newsletter? You also can upload your own photographs. This is
particularly powerful if you serve a niche demographic. For example, if
you practice in an area that is primarily Asian, Latino, or gay your
marketing message will be much better received, and much more powerful,
if the photographs include people who look like the people you serve.
Furthermore, it would be a MISTAKE to ignore your market demographics
and routinely send messages that indicate estate planning is for
"someone else."
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- Whisper Your Personal Message Into the INSIDE Column on Page One
Did you know you also can "whisper" a message onto Page One in the
INSIDE column. This column contains two editable paragraphs that serve
as "teasers" for the articles on pages one and three. This is a great
chance for you to "whisper" a personal message -- give YOUR take on the
articles, or just add a few lines to make the message more relevant, or
more personal, for your readers.
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- Enlist the Power of BRANDING
By all means, we encourage you to use a custom mast head and select a
color palette to coordinate with all of your marketing materials. If you
do not have a firm brand image, we can help you create one. For a
one-time fee we can create a custom mast head from your logo (or we can
create a logo for you if necessary). Newsletters are very powerful
branding tools, they help you build brand awareness & recognition, and a
positive brand attitude. Use your newsletter to build brand equity that
you can then "spend" to energize all of your marketing efforts. A
powerful brand will increase attendance at workshops, garner more
professional referrals, bolster your fee schedule, and improve your
closing ratio with new prospects.
Go to SELECT® Newsletters Online
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