My friend Michael Katz is an email marketing maven if ever there was one. If your small business uses an email newsletter as part of your marketing communications strategy, then you need to read his practical manual E-Newsletters That Work. It's a step-by-step guide to creating an effective email newsletter.

In the latest version of his own newsletter, Michael shares some tips on how to turn readers into clients (or customers as the case may be). After all, what good is a business newsletter if it doesn't help your bottom line? What he has to say applies equally as well to small business blogs too.

Here are the bullet points. . .

1. Use client experiences as examples - Say things like "In working with XYZ client last week." This helps your readers associate your company with a solution to a problem that they may also have



2. Stop referencing "the experts" - You become the expert, not just an observer of experts. (Of course, where email newsletters are concerned, Michael IS the expert!



3. Congratulate your clients - Your client gets some free publicity and you get to remind your readers of the work you do.



4. Include an "About Us" section - Provide an easy way for your readers to get to know you.

In reference to his photo above, don't you just love a guy who enjoys his work! :-)