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Already send a newsletter on a regular basis  \n2. Send newsletters sporadically  \n3. Don’t send newsletters, but can see the benefit and would like to start doing so  \n4. Don’t currently send a newsletter and have no plans to change.  \nIf you are in one of the first three categories, producing a newsletter takes up valuable time and resources. It therefore must be as effective as possible.  \nOur aim with this guide is to help you do just that.  \nWe hope you find it useful, and please do not hesitate to contact me and let me know your thoughts on: 0115 8965 300 or [phil@theyardstickagency.co.uk](phil@theyardstickagency.co.uk).  \nBut before we get to the really good stuff, let’s start the guide by asking a more fundamental question...  \nPhil Bray  \nFounder and Director  \nThe Yardstick Agency  \n4  \nWhy should you send a newsletter?  \nAn effective newsletter achieves several different things:  \n• Adds value to the recipient, and leaves them more informed, as you provide useful information relevant to their financial circumstances  \n• Positions you as the expert, who has valuable knowledge you are willing to share  \n• Gives the recipient a regular, light touch, with your brand  \nFurthermore, ad hoc newsletters, sent when appropriate, such as the day after the EU referendum result, show that you are on the ball, happy to provide your expert view and there to reassure potentially worried clients.  \nWe recommend sending your newsletter to three different groups of people:  \n1. Clients  \nYour clients look to you, as their trusted adviser, to keep them informed of events and changes, which  \naffect their finances. If they don’t get the information from you, they will look elsewhere. Your newsletter also reminds clients of your brand, expertise and will help generate more recommendations.  \n2. Prospects  \nA prospect has not yet taken the leap to become a client. A well-written newsletter is a light touch way of adding value and keeping them informed. It also demonstrates your expertise and reminds them you are there to help when the time is right.  \n3. Introducers  \nIntroductions from professional connections are vital to many advisers. However, these relationships require constant nurturing; your newsletter has a part to play in this process. It demonstrates your expertise to introducers, reminds them of the areas on which you advise and provides that all important touch point with your business.  \nYour clients look to you, as their trusted adviser, to keep them informed of events and changes, which affect their finances. If they don’t get the information from you, they will look elsewhere.  \n5  \nElectronic or printed newsletter?  \nOver the past 15 years we’ve produced both types of newsletter. For us there is a clear winner.  \nOne can be very cost effective to put together, easily tailored to the interests of the reader and tracked to provide valuable management information.  \nThe other is far more expensive, has a rigid structure and is far harder to track; you can’t even prove it’s been delivered!  \nYes, our preference is for electronic newsletters, almost every time. In our view, they have significant advantages:  \n• The cost of electronic newsletters is a fraction  \nof sending ‘hard copies’. This means you can publish more frequently, adding additional value to your clients ","cbCaivsJZwci1P7t","https://ap.wps.com/l/cbCaivsJZwci1P7t","pdf",2467403,"English","# Introduction\n## Why should you send a newsletter?\n## Electronic or printed?\n## How often should newsletters be sent?","[{\"question\":\"Why should financial advisers send client newsletters?\",\"answer\":\"An effective newsletter adds value with relevant information, positions the adviser as an expert, and provides regular brand touchpoints. It can also reassure clients with timely expert views, such as after major events.\"},{\"question\":\"What are the benefits of electronic newsletters over printed newsletters?\",\"answer\":\"Electronic newsletters are much cheaper, easier to tailor, and easier to track. They enable delivery confirmation, show which recipients read which articles, support effective follow-up, and increase shareability.\"},{\"question\":\"How often should advisers send newsletters?\",\"answer\":\"The guide recommends sending newsletters once a month in an ideal world, with a special one-off edition following a Budget. It addresses concerns about frequency by emphasizing that relevance determines whether clients feel bombarded.\"}]","The Definitive Guide to Client Newsletters - An Essential Guide for Advisers | PDF",6]