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Newsletters

Q. What's the #1 suggestion you have for building client relationships?

A. Send client newsletters. They're tried and true — a natural marketing tool for accountants. Sending a newsletter to clients, potential clients, and referral sources gives you an opportunity for regular contact with the people who can increase profits for your firm. A newsletter also helps you fulfill your professional obligation to inform clients about ever-changing rules and regulations.

Q. How can a newsletter generate more fees for my firm?

A. Many of your clients aren't aware of the full range of services your firm provides. A newsletter alerts clients and prospects to the many ways you can assist them with their tax and business affairs.

Q. Should I use an online newsletter or a printed newsletter?

A. I say use both! A printed newsletter is delivered to your clients' and prospects' hands so you know they'll read it and appreciate this extra client service. An online newsletter shows that your firm is on top of tax, business, and financial news. Be sure to tell viewers how often a new issue is published, and encourage them to "bookmark" your site so they can easily return to it. Notify your clients when a new issue is online — either by sending out a quick postcard or e-mail.

Q. I mail my newsletter to clients and prospects. What else can I do with it to promote my practice?

A. A regular mailing is a great idea, but don't stop there. Display your newsletter in your reception area and on all your staff members' desks. Take extra copies to referral sources for their reception area, and make your newsletter available in restaurants, banks, dental and medical offices — basically anywhere people have “waiting time.”

Q. How can I add names to my newsletter mailing list?

A. Of course, one of your best sources will be referrals from your current clients. Ask them for the names of friends or relatives who would like to receive your newsletter. Run a display ad in the newspaper or yellow pages offering a free one-year subscription to your newsletter. Use your newsletter in a piggyback mailing — for example, a local bank's monthly statements.