Monday, March 03, 2008

Write your own newsletter or buy a canned newsletter?

You've decided to send a newsletter to your clients. Which route should you go? Write it yourself or send a canned newsletter provided by a third-party service?

Do it yourself, said most of the advisors who responded when I posted this question on LinkedIn.

The pluses of writing your own

"Writing your own newsletter is the most timely and cost-effective method," wrote
Ike Devji of The Wealthy 100.

Assabet Advisors' Lisa Phelps likes having complete control over topics. She said, "I can pick topics for which I have a particular interest resulting in an article with a bit more depth or excitement than normally found in such newsletters." Plus, she can mix in insights from her own practice.

Brian Langenberg of Langenberg & Co. said that newsletters don't require a big investment of time--just a few hours per issue in his case. Moreover, "It is a great way to reach a broad audience, give them your thoughts, and stimulate awareness." I'm sure the investment of time varies by advisor. Some would find it much more time consuming.

Another plus of writing the newsletter yourself: It gives your readers a sense of who you are, especially if you're a good writer. It helps you to create a personal connection with them.

Why choose a canned newsletter

Russell Lowry of Sagemark Consulting prefers to talk directly with his clients, so a personally written newsletter would be overkill for them. He uses a canned newsletter to stay in touch with prospects.

Assabet Advisors' Phelps understands that some advisors prefer a canned newsletter because they "lack the time or skill to write a newsletter themselves."

A newsletter is a great marketing tool

Whatever route you take, a newsletter is a great way to keep your name in front of clients and prospects. Of course, a third option is to hire a writer or editor to help you produce a polished newsletter.

What route are YOU taking? Please leave your comments.

Susan B. Weiner, CFA
Investment Writing
Writing that's an investment in your success

Check out my website at or sign up for my free monthly e-newsletter.

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