Why is it Important for a Small Business to Have a Face Person That its Newsletters are Coming From?

The key to successful newsletter marketing campaigns is building trusting relationships.  If you do not strike familiarity with your subscribers, it could lead to suspicions and trust issues that cause them to never want to do business with you.  Building consumer relationships is important in every form of marketing, and when it comes to a newsletter, it all begins with the face person that represents your company.  We don’t necessarily mean that your face should be plastered on each and every edition, but having visual representation is essential.  In this article we will give you some good examples.

When referencing the corporate face, CEOs like Steve Jobs and Bill Gates come to mind.  These two particular executives play an active role in their respective companies and represent the face of the business.  In the world of newsletter publishing, the corporate face that represents the brand is often the company owner or president.  This representation is very powerful and influential when it is portrayed to everyone who reads your newsletter.  The corporate face creates a level of personalization that can have a major impact with your readers. 

The consumer can also act as the face of your newsletter.  For example, if your ideal reader is a working single mom, get a past client to who was satisfied with your service to take a snapshot and let that photo speak for your publication.  Get them to give a brief testimonial of a problem that they were dealing with, and how you helped them solve it.  This face doesn’t have to be limited to your newsletter because it can be just as effective on your website, brochures and other media.  The goal here is to get an individual that comes off as the ideal consumer with the face and a strong back story to carry your business.

Big brands are known for shelling out even bigger bucks to get celebrities to act as the face of their brand.  Whether it is Michael Jordan telling us to “Just Do It” with Nike, or Luke Wilson touting AT&T’s wireless network, celebrities always seem to be endorsing something to pique consumer interest.  For these companies, the idea is getting someone that their audience will recognize, and associate with the brand.  The effectiveness of this tactic has been proven, but you don’t have to hire a Hollywood star just to put a face on your newsletter.  The spokesperson face for your publication could be your editor, a partner, or even you.  It can actually be anyone as long as that face has some credibility to back it up. 

A newsletter serves as an extension of your business, and making sure it has a good face is vital.  The billions of dollars companies spend every year on business cards, billboards and advertising to put a face to the brand only reinforces this importance.  The face person adds a small touch of personalization that makes the consumer feel as if they know you, and can trust your word.