The hunt for free information is as basic and integral to cyberspace as cream filling is to Twinkies^®. From cooking recipes to the latest football scores, almost everyone who goes online is looking for an information source that fits their specific needs. So, becoming a valued source of free information is a great way to increase your company’s awareness as well as your credibility.

In this fast-paced, over-communicated world, information is king. Those that have it are revered and trusted, so by giving away free information, you demonstrate your expertise, provide a valuable service and gain priceless presence of mind among prospective customers. One of the best ways to obtain all of these goals is by offering a free e-newsletter or ‘e-zine’ (electronic magazine). Inexpensive to produce and distribute, e-newsletters can build a strong following of loyal readers, who are interested in the information you provide and who are interested in hearing more about your company and its products. (Don’t confuse advertising with free information. Real information has value regardless of whether the recipient buys anything from you.)

The simple fact is that people are unconsciously drawn to free items and services and, more importantly, as they receive, read and anticipate the information you have so generously provided, the more they trust you. After all, by giving away all of this valuable information, you seemingly have their best interests in mind.

Here’s an example: Earlier this year, Meng & Associates helped establish Rifle Shots, an e-zine published quarterly by Royal Precision as a way to provide information and news about the design and manufacture of golf shafts and grips. The first of its kind among major shaft manufacturers, this e-zine includes technical articles on shaft performance, interviews with shaft designers and news about trends, technology and custom fitting golf clubs. At a fraction of the cost of a direct mailer, the Rifle Shots e-zine successfully:

• provides useful information to thousands of end-users (golfers, in this case);
  
• builds the company’s reputation as a leader in golf equipment innovation and technology;
  
• allows Royal Precision to showcase its products directly to end-users (many manufacturers depend solely on distributors for product presentation);
• keeps the Royal Precision name and its brand names in the forefront of consumer’s minds.

"What helps people, helps business."

— Leo Burnett,

founder of Leo Burnett Worldwide

The simple beauty of e-newsletters and e-zines is that they help your customers and — to paraphrase world-renowned marketer Leo Burnett — what helps your customers, helps your business.

But, like many marketing techniques, free information is a double-edged sword just as capable of hurting you as helping you. If your presentation is poor, your writing sloppy or if your information is ill-conceived or just plain wrong, you have not done yourself any favors by displaying your fallacies to the world. So, if you don’t have the skills to create a professional-looking newsletter, hiring a professional often pays dividends in the long run.

Although the bean-counters out there may initially have trouble seeing the big picture, there is value in disseminating information. E-newsletters and e-zines are great opportunities to show prospective customers how helpful you are and how beneficial a relationship with your company can be. The more generous you are and the more creative you are, the more profit you’ll see.

2003© MENG & ASSOCIATES INC. ALL RIGHTS RESERVED.