Welcome to the Newsletter Series, a group of posts dedicated to why acupuncture newsletters are critical, how to choose a newsletter platform, what to write about, how to get set up, and how to write outstanding newsletters that are share-worthy.
Why is it important to have an acupuncture newsletter for your business?
Three Words: Remind, Educate, Convert.
- To remind your patients that you exist, that you’re awesome, and that they have been meaning to make another appointment…
- To educate current and potential patients about what acupuncture is, and what it can treat.
- To convert potential patients into actual patients.
You’ll notice that the graphic adds, “Through relationship building.”
Why? This is simply a reminder that all marketing is based on trust and relationship building, just like we talked about in Acupuncture Marketing: In-Person vs. Online Marketing. Trust allows patients and potential patients to decide to come see you, either for the first time, or over and over.
An email acupuncture newsletter is a great way to build trust and bolster that relationship because your audience gets the chance to know you and what you’re all about. It helps them relate to you. By and large, these three concepts – remind, educate, and convert – are built on trust and relationship building.
1) Acupuncture newsletters REMIND your patients that you exist, that you’re awesome, and that they have been meaning to make another appointment…
The beauty of newsletters is that they land in your audience’s inbox regularly. It’s a repeated opportunity to say something interesting and relevant to your patients and prospective patients. You get to showcase your business and the amazingness that is acupuncture, again and again.
A newsletter is like saying, “Hi – remember me and how much you like acupuncture?” or, “Remember how you keep saying you want to try acupuncture?”
2) Acupuncture newsletters EDUCATE and inform.
There are a variety of topics you can write about in your newsletter, including office events, announcements, and of course, educational articles about acupuncture.
While office announcements are important, educational articles that answer the patient question, “How can acupuncture help me?” are the bread and butter of most acupuncture newsletters. That’s ultimately why newsletters have value to patients, right? That’s the reason they’re probably going to open the email – if it feels relevant and helpful to them.
For example, articles like “Acupuncture and Sinus Headaches” or “What is Moxa and How Can it Help Your Knee Pain” directly address the concerns patients may have.
Why is it important to educate? To get more referrals. Many patients only think about acupuncture in the context of their own symptoms. They don’t have any idea that acupuncture can treat much more than just the condition they’re being treated for. A newsletter is a great way to educate patients (and potential patients) about the incredible range of symptoms and conditions that acupuncture is effective in treating.
Newsletters are also a great way to dispel fear or nervousness about acupuncture, by explaining that acupuncture is safe, usually pretty gentle, non-scary, and effective.
3) Acupuncture newsletters can CONVERT potential patients into actual patients.
This is related to the concept above: using newsletters to teach potential patients what acupuncture can treat and that it’s safe, effective, and could be useful for them.
Over time, potential patients may read several of your newsletters and eventually come to trust that A) you know what you’re talking about, B) acupuncture really seems legit, and C) maybe this can actually help them.
Sometimes people don’t want to make much effort to get the answers that they’re looking for. Calling or emailing may be too much; they’re not that committed yet. And your website, though providing answers, doesn’t build trust like the repeated exposure of a professional, well-though-out newsletter does. A newsletter, written by you, in your voice, helps them get to know you much better than a static website.
Still not convinced? Maybe feeling like newsletters are too much work to be worth the effort? Say it ain’t so!
To help convince you, here’s a list of other great articles on why newsletters are a critical marketing tool for your small business:
- Ciked.com – Why is Email Marketing Important for Your Business?
- EmailBrain.com – Why Publish an E-Newsletter?
- Koozai.com – Does Your Business Really Need an Email Newsletter?
If you’re worried about the effort involved, I’ve got you covered with this Newsletter Series of posts. Newsletters do take effort, but they don’t have to be fancy or complicated – just professional, relevant, and informative.
I’ve broken it all down for you. The next few posts will cover all the details (at least all the ones I can think of!) about acupuncture newsletters, to make it as easy and straightforward for you as possible.
Keep your eyes peeled for:
- Step-by-step instructions on to set up a professional-looking newsletter for free
- Comparisons of commonly used email newsletter platforms (Madmimi vs. MailChimp vs. Constant Contact vs. AWeber)
- 103 ideas on what to write about, especially for those days when your brain says, “Nope, I’m all done.”
- Suggestions on how often to send your email newsletters, what time of day, and how long (or short) to make them, and more.