If you’re ambitious and creative, and believe in the theory that hard work pays dividends, you can harness a form of social media that puts the real power of the information age at your fingertips: the e-newsletter. Experts say it’s one of the greatest strategic marketing communication tools available for owners of growing businesses.

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What can an e-newsletter do that Facebook, Twitter, and LinkedIn can’t? For starters, it can set your business apart from the crowd and more efficiently help you reach your targeted audience. E-newsletters don’t require exorbitant printing and postage costs. Moreover, you don’t have to enlist a pricey public relations firm to produce one. Pulling together an e-newsletter isn’t easy, however. The content must be written clearly, cleanly, and concisely. Enlisting a friend to be your copyeditor/proofreader can be a big help. Once you get the hang of it, the rewards will boost your strategic communications.

Here are 10 suggestions to create an e-newsletter that will improve your business:

1. Offer readers specials they won’t get anywhere else. Create a coupon, available only in your e-newsletter, that gives subscribers a 10% discount on the goods or services you provide.

2. Make it informative. Educate your customers by sharing insights about the industry you represent and where your company or firm fits into it.

3. Profile interesting people who work for you. Not only does this allow you to toot your own horn by showcasing members of your talented staff, but it also sends a message to your employees that you value them as individuals. (Remember, next to a raise, praise is all that good employees really want.)

4. Ask for customer feedback. You can act on the suggestions to improve your business and also use the information to anticipate questions that prospective customers might have. Plus, it’s a good PR move.

5. Include testimonials from satisfied clients. This is the best form of advertising.

6. Present a case study. Write stories about new products or services that helped customers overcome challenges or improve their lives.

7. Encourage word of mouth. As part of your strategic communication management, persuade readers to alert others about your newsletter, and offer them a discount on products or services for every 10 new subscribers they bring in. It also helps to have friends and colleagues blog about your newsletter to their audience.

8. Take a personal approach. Every time you publish an issue, use the occasion to make contact with your best customers. Attach a personal note inviting them to read certain stories or make suggestions for future content. By doing this, you stay in contact and keep your business on their mind.

9. Expand your network by touting the services of business partners. If you run an advertising agency that works with a particular printing company, for example, let your newsletter subscribers know how that company gives customers superior quality. Or include a story about a local Rotary Club or chamber of commerce initiative. When you help an ally, they’ll be more likely to help you or mention your company in their newsletter.

10. Consider other uses. Always print out hard copies of your e-newsletter on high-quality paper to use as handouts to potential customers. They’ll be more effective than any business card. It’s also important to post each issue on your Web site.

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