Once you've settled on the editorial style of your newsletter, your next challenge is to decide what you'll write about. To write a feature story, pick a subject of interest to your customers from within your field of expertise, and 'empower' your readers with a clear understanding of it. News in brief. A case study. One of the challenges you face selling relationships is that your 'product' is intangible.
Consultants often tend to find it difficult to dimentionalise the benefits of their services.
Obviously, one of the benefits of your newsletter is that it enables potential customers to experience a relationship with you prior to making a purchasing decision. Another particularly effective way to demonstrate the benefits of a relationship is to allow your potential customers to 'walk in the shoes' of existing customers. A case study should introduce a customer, outline a problem they were facing, walk the reader through the steps your company took to solve that problem, and then paint a picture of the end result. Your next step is to introduce people to this communications program. These are people who have both the reason and the ability to become customers of yours.