How Small Business Advisory Practices
Can Punch Above Their Weight
and Easily Boost Their Earnings
By Having An Effective Monthly Email Newsletter
View The Video Transcript (and References)
How Professional Service Providers Can Easily Boost Their Earnings by Having an Effective Monthly Email Newsletter
In today's competitive professional services landscape, standing out and keeping your clients' attention is tougher than ever. Whether you're an Accountant, Business Advisor, Estate Planner, Financial Planner, HR Consultant, Insurance Broker, Investment Advisor, IT Consultant, Lawyer, Management Consultant, Software Developer, or Wealth Manager, you probably focus on delivering exceptional work. But there's a simple, powerful tool that many overlook—a monthly email newsletter. By not leveraging this strategic communication channel, professionals like us are leaving substantial money on the table. Let me explain why adopting a monthly newsletter—and hiring a copywriting specialist to manage it—can transform your business.
The Untapped Potential of Email Newsletters …
Exceptional Return on Investment (ROI).
Did you know that email marketing consistently ranks among the most effective marketing channels? According to the Data & Marketing Association (DMA), email marketing delivers an average ROI of $42 for every $1 spent1. That's an impressive return, indicating that we, as professional service providers, can reap significant financial benefits from regular email communication.
Direct Access to an Engaged Audience.
A monthly newsletter gives you a direct line to clients and prospects who are already interested in your services. This audience is more likely to engage with your content, consider your offerings, and refer your services to others2. It's a warm, receptive group that's eager to hear from you.
The Cost of Not Having a Newsletter …
Missed Opportunities for Upselling and Cross-Selling.
Without regular communication:
► Clients May Be Unaware of Your Full Range of Services: They might not know about additional services you offer which they may have great interest in3. If they don't know, they might look elsewhere for these services.
► Reduced Client Lifetime Value: Regular newsletters can introduce clients to complementary services, increasing their overall spend with your firm over time4.
Decreased Client Retention and Engagement.
Staying top-of-mind is crucial:
► Clients Might Turn to Competitors: If you're not communicating regularly, clients may feel neglected and might seek out other providers who keep in touch5.
► Weakened Relationships: Regular newsletters help strengthen client relationships by demonstrating your commitment to keeping them informed and engaged. It's all about building trust and rapport6.
Loss of Referral and Networking Opportunities.
Satisfied clients can be your best advocates:
► Fewer Referrals: Without consistent engagement, clients might not think to refer your services to their peers or associates7.
► Missed Networking Potential: Engaging content encourages clients to share your newsletter within their networks, expanding your reach and attracting new prospects8. Word-of-mouth is powerful, and newsletters can fuel that fire8.
Overcoming Barriers: Leveraging a Newsletter Copywriting Specialist ...
I get it—you're busy. Crafting a monthly newsletter might feel like just another item on an already long to-do list. But here's how you can overcome common barriers:
Time Constraints and the Need to Focus on Core Activities.
As professional service providers, we're often stretched thin:
► Primary Focus on Revenue-Generating Activities: Your expertise is best utilized serving clients and handling high-value tasks.
► Solution: Hire a Newsletter Copywriting Specialist. By delegating the newsletter creation to a professional, you free up time to focus on your core services while ensuring your communication is handled expertly9.
Lack of Content Creation Expertise.
Crafting compelling content takes skill:
► Challenge of Creating Engaging Content: You might struggle with writer's block or lack the marketing know-how to produce effective newsletters.
► Solution: A copywriting specialist can produce high-quality, engaging content tailored to your audience, ensuring your newsletters resonate and drive action10.
Ensuring Consistency and Professionalism.
Keeping a consistent voice and schedule is key:
► Inconsistent Communication Undermines Trust: Irregular or poorly crafted newsletters can harm your brand image.
► Solution: Copywriters specialize in creating consistent, polished content that reflects your brand's voice and maintains professionalism11.
The Benefits of Using a Copywriting Specialist ...
So, what are the tangible benefits of bringing a copywriting specialist on board?
Maximizing Revenue While Saving Time:
► Focus on High-Revenue Activities: With content creation off your plate, you can dedicate more time to client work and revenue-generating tasks12.
► Ensure High-Quality Content: Specialists produce compelling newsletters that effectively promote your services and encourage client engagement.
Achieving Better Results with Expert Content:
► Increase Open and Click-Through Rates: Professional copywriters know how to craft subject lines and content that boost engagement metrics13.
► Drive Conversions: Expertly written calls-to-action can lead to more inquiries, consultations, and service uptakes14.
Staying Competitive in the Market:
► Stand Out from Competitors: A well-crafted newsletter sets you apart as a thought leader and trusted advisor in your field15.
► Adapt to Industry Trends: Copywriting specialists stay abreast of marketing best practices, ensuring your communications are current and effective16.
Conclusion: Unlocking Revenue Potential with Expert Assistance
By not implementing a monthly email newsletter, we're missing out on significant opportunities to increase revenue and strengthen client relationships. But overcoming barriers like time constraints and lack of content expertise is not only possible but advantageous when you partner with a newsletter copywriting specialist.
Embrace the benefits:
► Boost Revenue: Effectively promote your services and generate more business without sacrificing your valuable time.
► Strengthen Client Relationships: Engage clients regularly with valuable content that reinforces your expertise and commitment.
►Expand Your Reach: High-quality newsletters can encourage referrals and attract new clients, helping your business grow.
Don't let the lack of a newsletter be the reason you're leaving money on the table. Leverage the skills of a professional copywriting specialist to maximize your firm's potential while you focus on delivering exceptional services.
References:
1. Data & Marketing Association. (2019). DMA Insight: Email marketing remains a key pillar: https://dma.org.uk/research/marketer-email-tracker-2019
2. McKinsey & Company. (2014). Why marketers should keep sending you emails: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/why-marketers-should-keep-sending-you-emails
3. Accounting Today. (2019). Cross-selling strategies for accounting firms. Retrieved from https://www.accountingtoday.com/news/cross-selling-strategies-for-accounting-firms
4. HubSpot. (2021). Customer Lifetime Value: What it is & how to calculate it. Retrieved from https://blog.hubspot.com/service/how-to-increase-customer-lifetime-value
5. Forbes. (2020). The importance of client communication in accounting. Retrieved from https://www.forbes.com/sites/forbesbusinesscouncil/2020/06/23/the-importance-of-client-communication-in-accounting/
6. Journal of Accountancy. (2018). Building Client Relationships That Last: https://www.journalofaccountancy.com/issues/2018/dec/building-client-relationships.html
7. Nielsen. (2012). Global Trust in Advertising and Brand Messages: https://www.nielsen.com/insights/2012/global-trust-in-advertising-and-brand-messages/
8. Social Media Examiner. (2018). How to Grow Your Business Through Referrals: https://www.socialmediaexaminer.com/how-to-grow-your-business-through-referrals/
9. American Writers & Artists Institute. (2020). The benefits of hiring a professional copywriter. Retrieved from https://www.awai.com/2020/02/why-hire-a-professional-copywriter/
10. Copyblogger. (2020). The Power of Professional Copywriting: https://copyblogger.com/professional-copywriting/
11. Content Marketing Institute. (2016). Consistency and Quality in Content Marketing: https://contentmarketinginstitute.com/2016/09/content-consistency/
12. Forbes. (2019). Time Management Tips for Busy Professionals: https://www.forbes.com/sites/forbescoachescouncil/2019/10/17/time-management-tips-for-busy-professionals/
13. Campaign Monitor. (2020). Email Marketing Benchmarks: https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/
14. HubSpot. (2020). How to Write Effective Calls-to-Action: https://blog.hubspot.com/marketing/how-to-write-a-call-to-action-ht
15. Thought Leadership Lab. (2019). Why Thought Leadership Matters: https://thoughtleadershiplab.com/why-thought-leadership-matters/
16. Content Marketing Institute. (2021). Staying Current in Content Marketing: https://contentmarketinginstitute.com/2021/01/content-marketing-research-stats/
Email Newsletters For Business Advisors
View The Video Transcript
Hi, I’m Michael Scott, the founder of WordScotts.com. We specialize in email newsletter copywriting and consulting exclusively for professional service businesses.
In this brief video, I’ll discuss the powerful impact email newsletters can have for small businesses advisor firms—specifically those with ten or fewer staff members.
Business Advisor businesses have unique needs that can be effectively addressed through well-crafted email newsletters. These newsletters can serve as a powerful tool to maintain client relationships, establish thought leadership, and drive client engagement.
Here are the specific needs of Business Advisor businesses that email newsletters can address:
Utilizing Email Newsletters as an Effective Marketing Device to Always Stay Front-of-Mind with Clients and Prospective Clients
Business advisory services may be used periodically, often when a business is facing a specific challenge or opportunity.
Regular newsletters help ensure that when business advice is needed, the advisor is top-of-mind.
Utilizing Email Newsletters to Manage Expectations Around Intangible Outcomes
The outcomes of business advice are often intangible and long-term.
Business advisors can use newsletters to offer actionable insights, share client testimonials, and provide updates on industry best practices, helping clients feel confident in their decision to follow the advice given.
Differentiating Your Business from Those of Your Competitors
Business advisory firms may seem to offer the same strategic advice and financial planning services, making it difficult for clients to distinguish between them.
Business advisors can use newsletters to highlight their personalized approach to client challenges, share success stories, and provide tips for navigating specific business scenarios. This helps clients see the firm’s deep understanding of their industry and its commitment to delivering tailored solutions.
Using Newsletters as a 24/7 Potential Referral Device
Business advisors often gain new clients through word-of-mouth referrals from satisfied clients.
A newsletter that provides strategic business advice, shares case studies of successful interventions, and offers tips for business growth can be forwarded by clients to their network. This sharing helps the advisor reach new businesses that could benefit from their expertise.
Maximizing Efficiency: Just One Hour of Your Time Per Month for Full Email Newsletter Production and Delivery
Regular updates to clients on business growth strategies with minimal time spent on content creation.
Leveraging email newsletters to maximize efficiency, requiring just one hour per month to ensure professional production and timely delivery to your entire client list.
Maintaining Client Engagement
Business Advisors often work with clients over extended periods. Keeping clients engaged between consultations is crucial to maintaining strong relationships.
Regular newsletters can provide clients with valuable insights, updates on market trends, and reminders of upcoming events or deadlines. This keeps the advisor top-of-mind and reinforces the value of the ongoing relationship.
Demonstrating Expertise and Thought Leadership
Business Advisors must continuously demonstrate their expertise and keep clients informed about the latest industry developments and best practices.
Newsletters can feature articles, case studies, and analysis that showcase the advisor's knowledge and thought leadership. This helps build credibility and trust with clients, positioning the advisor as an essential resource.
Providing Actionable Advice
Clients often look to Business Advisors for actionable advice that can be implemented immediately to improve business performance.
Newsletters can include practical tips, strategies, and tools that clients can apply to their businesses. By offering actionable content, the advisor adds immediate value and helps clients see tangible benefits from their relationship.
Educating Clients on Complex Topics
Business advisory often involves navigating complex topics, such as financial planning, strategic growth, or regulatory compliance. Clients may need ongoing education to fully understand and implement advice.
Through clear, concise explanations and educational content, newsletters can help demystify complex topics for clients. This makes it easier for them to grasp the advisor's recommendations and take informed action.
Building Long-Term Relationships
Success in business advisory relies heavily on building long-term relationships with clients, where trust and mutual understanding are paramount.
By providing consistent, high-value content, newsletters help nurture these relationships over time. Personalization, such as addressing specific client concerns or highlighting successes, can further strengthen these bonds.
Promoting Additional Services
Business Advisors often offer a range of services, and clients may not be aware of all the ways the advisor can assist them.
Newsletters can spotlight different services offered by the advisor, including new or specialized offerings. This helps clients understand the full spectrum of support available to them and can lead to additional engagements.
Client Retention
Retaining clients is essential for the sustainability of a Business Advisor's practice. Keeping clients satisfied and informed is key to preventing churn.
By regularly delivering valuable content that addresses clients' ongoing needs and challenges, newsletters help to reinforce the advisor's role as a trusted partner. This ongoing communication reduces the risk of clients seeking advice elsewhere.
Enhancing Client Accountability
Business Advisors often need to keep clients accountable for the actions and strategies agreed upon during consultations.
Newsletters can include reminders, progress check-ins, and motivational content that encourages clients to stay on track with their business goals. This helps ensure that the advice given is followed through, leading to better outcomes.
Providing Market Updates and Trend Analysis
Clients depend on Business Advisors to keep them informed about market changes, industry trends, and economic developments that could impact their business.
A newsletter can serve as a timely update, offering analysis and forecasts that help clients make informed decisions. This proactive approach enhances the advisor's value proposition.
Encouraging Referrals and Expanding Network
Expanding their client base through referrals is a common goal for Business Advisors.
Newsletters can subtly encourage clients to refer the advisor to others by highlighting success stories and providing easy ways to share the content with colleagues or friends. Testimonials or client success stories featured in the newsletter can also encourage word-of-mouth marketing.
By addressing these needs through targeted and informative email newsletters, Business Advisors can enhance their client relationships, increase engagement, and build a more successful and sustainable practice.
At WordScotts.com, we handle the entire newsletter production process—from initial content brainstorming all the way through to the published newsletter delivery into your clients’ inboxes.
Here’s how our monthly service works:
Effortless Planning: Each month, we’ll have a concise one-hour meeting to plan the next newsletter. This meeting allows us to align on content ideas and ensure we’re addressing your firm’s specific needs.
Seamless Production: Over the next three weeks, my team and I will craft the newsletter, ensuring it’s polished and ready for your audience. You’ll receive a draft by the start of the second week, followed by a revision, if needed, by the end of that week. If further adjustments are needed, a final version will be provided in the third week—giving you a full week to review before publication.
Time Efficiency: While your time investment may be slightly higher during the first couple of months (approximately two hours per month), the process will become increasingly streamlined as we work together.
In terms of fees, our monthly service requires a minimum investment of USD$2,000 and can be canceled by either party at any time.
If you don’t currently have a monthly email newsletter program in place, or if your existing program isn’t delivering the results you want, I encourage you to schedule a 20-minute Zoom meeting with me, or one of the other WordScotts, using the button below. Let’s explore whether we’re the right fit to collaborate on elevating your client communications.
I look forward to connecting with you soon.
Sample Email and Newsletter,
and a Newsletter Commentary
While the layout and appearance of your newsletter are important, it’s the copy—the content—that truly drives its success. Engaging, informative, and persuasive writing captures attention, builds trust, and inspires action. The design draws readers in, but it’s the words that keep them engaged and convert them into loyal clients.
Great copy does more than inform—it fosters a lasting connection with your audience. It makes your message memorable and drives results, whether that’s nurturing existing relationships or turning prospects into lifelong clients. Ultimately, it’s content that speaks directly to your audience’s needs that will ensure the success of your email newsletters.
As you review the content below, consider how the copy captures attention, builds trust, and encourages action.
Sample Email Copy
Subject: Unlock New Growth Opportunities with Our Latest Business Insights
Dear [Client Name],
I hope this message finds you well. We're excited to share the latest edition of our Business Growth Bulletin—your go-to source for actionable strategies, success stories, and expert advice designed to help your business thrive in today’s competitive landscape.
In this month's newsletter, we cover:
► Strategic Planning for Long-Term Success: Learn how to set the course for sustainable growth.
► Case Study on a Business Turnaround: See how we helped a client overcome challenges and achieve remarkable results.
► Cash Flow Management Tips: Discover practical strategies to improve your cash flow position.
► Emerging Industry Trends: Stay ahead of the curve with insights on the latest trends impacting your business.
► Client Testimonial: Hear from a satisfied client who achieved significant growth with our advisory services.
And much more! 👉 Click here to read the full newsletter.
Whether you're looking to optimize your operations, navigate challenges, or explore new growth opportunities, this edition has something valuable for you.
We look forward to your feedback and are always here to support your business journey.
Best Regards,
[Your Name]
[Your Title]
[Business Advisory Firm Name]
[Contact Information]
P.S. Don’t miss our upcoming workshop on [Date]—a perfect opportunity to enhance your business strategy and leadership skills.
Register here!
Sample Newsletter Copy
This sample newsletter is designed to provide value, encourage client engagement, and reinforce the firm’s role as a trusted advisor. Each section is tailored to address specific needs, offer actionable insights, and promote the firm's services in a way that is informative rather than overly promotional.
[Business Advisory Firm Name] Business Growth Bulletin - September 2024
Empowering Your Success: September Business Insights and Strategies
Welcome to Your Monthly Business Growth Bulletin!
Dear [Client Name],
As your trusted business advisor, we’re committed to helping you navigate the complexities of today’s business landscape. In this edition of the Business Growth Bulletin, we bring you strategic insights, practical tips, and inspiring success stories to empower your decision-making and drive your business forward.
1. Strategic Planning: Setting the Course for Long-Term Success
A clear and actionable strategic plan is essential for business growth and sustainability.
In this article, we explore the key components of an effective strategic plan and how it can guide your business towards long-term success:
► Vision and Mission: Defining your business’s core purpose and long-term aspirations.
► Goal Setting: Establishing specific, measurable, achievable, relevant, and time-bound (SMART) goals.
►Action Plans: Developing detailed action plans that align resources with strategic objectives.
Learn More: Discover how we can help you create and implement a winning strategic plan [Link to Strategic Planning Services].
2. Case Study: Turning Around a Struggling Business
Businesses facing challenges need expert guidance to identify and implement effective solutions.
This month, we share a case study of how we helped a client overcome significant challenges and achieve a successful turnaround:
► Financial Restructuring: Streamlining operations and reducing costs to improve profitability.
► Market Repositioning: Adjusting the company’s market positioning to better meet client needs.
► Leadership Development: Empowering the leadership team to drive change and sustain growth.
Explore the Success: Read the full case study and see how we turned challenges into opportunities [Link to Case Study].
3. The Importance of Cash Flow Management
Managing cash flow effectively is critical for maintaining business operations and enabling growth.
In this feature, we discuss the importance of cash flow management and provide tips for improving your cash flow position:
► Forecasting: Creating accurate cash flow forecasts to anticipate and manage potential shortfalls.
► Expense Control: Identifying areas where costs can be reduced without sacrificing quality.
► Revenue Optimization: Exploring strategies to increase revenue and improve cash flow.
Get Started: Learn how our advisory services can help you optimize cash flow and secure your financial future [Link to Cash Flow Management Services].
4. Industry Trends: Adapting to the Evolving Business Environment
Staying informed about industry trends is crucial for businesses looking to maintain a competitive edge.
This section highlights the latest trends impacting businesses in your industry, including:
► Digital Transformation: The role of technology in driving innovation and operational efficiency.
► Sustainability: How businesses are integrating environmental, social, and governance (ESG) factors into their strategies.
► Consumer Behavior: Understanding shifts in consumer preferences and how they impact your business.
Stay Ahead: Explore how these trends can shape your business strategy [Link to Industry Trends Article].
5. Client Testimonial: Driving Growth Through Expert Advice
Building trust with potential clients by showcasing successful outcomes.
We’re delighted to share a testimonial from a client who achieved significant growth with our advisory services:
"Working with [Business Advisory Firm Name] was a game-changer for our company. Their insights and guidance helped us streamline operations, improve profitability, and position ourselves for long-term success.”
Read More: Explore more client testimonials and learn why businesses trust us with their most critical decisions [Link to Testimonials Page].
6. The Role of Leadership in Business Success
Effective leadership is essential for guiding businesses through challenges and achieving sustainable growth.
In this article, we explore the key traits of successful business leaders and how they drive their organizations forward:
► Visionary Thinking: Setting a clear direction and inspiring others to follow.
► Decisiveness: Making informed decisions quickly and confidently.
► Adaptability: Being flexible and open to change in a dynamic business environment.
Learn More: Find out how we can help develop leadership capabilities within your organization [Link to Leadership Development Services].
7. Upcoming Workshop: Business Strategy and Growth Planning
Business owners and executives benefit from ongoing learning and development opportunities.
We’re hosting a workshop on [Date] focused on:
► Strategic Growth Planning: Techniques for identifying and capitalizing on growth opportunities.
► Financial Management: Best practices for managing finances and improving profitability.
► Leadership Skills: Developing the skills needed to lead your business to success.
Register Now: Reserve your spot today and gain valuable insights to drive your business forward [Link to Registration].
Thank you for reading this edition of the Business Growth Bulletin. We’re here to support you in making informed decisions, overcoming challenges, and achieving lasting success.
Best Regards,
[Your Name]
[Your Title]
[Business Advisory Firm Name]
[Contact Information]
[Website Link]
P.S. Follow us on [Social Media Links] for more updates, success stories, and business insights!
Commentary on the Sample Newsletter
This detailed commentary should help you understand the strategic choices behind each section and how they collectively work to engage, inform, and motivate clients to take action.
The newsletter is crafted to engage, educate, and drive action. Each section is designed to resonate with business owners and executives, providing them with valuable insights while subtly positioning the firm as an indispensable partner in their business success.
"1. Strategic Planning: Setting the Course for Long-Term Success"
Goal: To emphasize the importance of strategic planning in achieving long-term business success and position the firm as an expert in this area.
Rationale: Strategic planning is fundamental to any business, so starting the newsletter with this topic sets the tone for the rest of the content. It addresses a common pain point: the need for clear direction and actionable plans.
Angle: The copy is educational, providing actionable advice on vision, goal setting, and action plans. By linking to strategic planning services, it encourages readers to seek professional guidance, positioning the firm as a partner in their success.
"2. Case Study: Turning Around a Struggling Business"
Goal: To demonstrate the firm’s expertise in helping businesses overcome significant challenges through real-world examples.
Rationale: Case studies are powerful because they provide proof of success. By showing how the firm helped a struggling business turn around, it builds credibility and trust.
Angle: The narrative focuses on the transformation, highlighting the tangible results achieved through financial restructuring, market repositioning, and leadership development. This success story is designed to resonate with readers who may be facing similar challenges and prompt them to consider seeking the firm’s services.
"3. The Importance of Cash Flow Management"
Goal: To educate readers on the critical role of cash flow management and encourage them to seek advisory services to optimize their cash flow.
Rationale: Cash flow management is a common challenge for many businesses, making it a relevant and urgent topic. By addressing this need, the firm positions itself as an essential resource for financial stability.
Angle: The content is practical and actionable, offering tips on forecasting, expense control, and revenue optimization. The call to action leads readers to explore further advisory services, reinforcing the firm’s role as a financial advisor.
"4. Industry Trends: Adapting to the Evolving Business Environment"
Goal: To keep clients informed about the latest trends impacting their industry, helping them stay competitive and innovative.
Rationale: Staying ahead of industry trends is crucial for business success. This section provides valuable insights that readers can apply to their strategies.
Angle: The approach is informative and forward-looking, with a focus on emerging trends like digital transformation, sustainability, and consumer behavior. By offering a link to a more detailed article, it encourages further engagement with the firm’s thought leadership content.
"5. Client Testimonial: Driving Growth Through Expert Advice"
Goal: To build trust and credibility by showcasing the positive outcomes other clients have achieved with the firm’s help.
Rationale: Testimonials provide social proof, which is critical in professional services. They demonstrate the firm’s ability to deliver results and build confidence in prospective clients.
Angle: The testimonial is concise yet impactful, emphasizing the transformative impact of the firm’s advisory services. The link to more testimonials aims to deepen the trust and encourage potential clients to take action.
"6. The Role of Leadership in Business Success"
Goal: To highlight the importance of strong leadership in driving business success and to position the firm as a partner in leadership development.
Rationale: Leadership is a key driver of business success, and many clients look for guidance in this area. This section aligns the firm with the values of effective leadership.
Angle: The article focuses on desirable leadership traits such as visionary thinking, decisiveness, and adaptability. By linking to leadership development services, the firm encourages readers to invest in their leadership capabilities, subtly positioning the firm as the go-to advisor for this critical area.
"7. Upcoming Workshop: Business Strategy and Growth Planning"
Goal: To promote an upcoming event that offers additional value to clients and prospective clients, encouraging them to engage more deeply with the firm.
Rationale: Workshops and events are excellent opportunities to build relationships and showcase expertise. This section serves as both a call to action and a value-added service.
Angle: The content is direct and time-sensitive, creating a sense of urgency to register. By outlining the topics covered in the workshop—strategic growth, financial management, and leadership skills—it appeals to a wide range of business needs, making it a compelling proposition for readers.
If you’re ready to have us craft engaging newsletters for your business on a monthly basis, let’s connect! Schedule a meeting with a WordScott today to discuss how we can tailor our service to your needs.
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