So do you know the audience? Are you using the correct fonts and colours to match your industry? These and many other questions are key factors to take into consideration.
What should be written on it?
Again this pretty much depends on your target audience. A marketing expert can help with this but can also help by making the content of your material more attractive.
There are some 4 key basics on what to write on your material.
A.I.D.A
A = Attract
When writing a message you need to make sure it grabs the attention of your audience
I = Interest
Make sure you create an interest in your product or service
By strategically writing your material you can help build a desire for what
you are offering
A = Action
Your material should clearly state an action you want them to take. (i.e. "if you want to benefit from this offer please call us on... and quote reference No. xyz)
How important is it to communicate with the clients or prospects?
Clients like to be kept informed of what is going on in your business; they like to hear if there are any offers or events.
So why would you choose to keep your clients or prospects in the dark?
How often?
This is the question I like the most. Just last week someone told me they went to a seminar where it was advised to send a newsletter every week. A question springs to mind, WHY?
People may be interested in your business but they may not want to be bombarded with materials from you every day or week. This is dependant on the industry but most of us appreciate that less is more.
Structure your material; combine all the information into one document that you may want to send once or twice a month. Keep it consistent. There is another hidden reason for this advice. If you send something every day/week, how much effort are you putting into it?
