By Pat Swartley

A shop newsletter can be a great promotional tool for your business. Why do newsletters? It allows you to get a lot of information into the hands of consignors and retail customers in a simple, easy manner. Before you turn the page with the attitude, "I can't write," or "I don't have time," take a few minutes to explore the newsletter idea. I will also share some examples of well-written newsletters to spark your interest.

First of all, think of all the ways a newsletter could be distributed to promote your store. Here are a few ideas:

1. Keep newsletters at the sales counter, consignment take-in area, and on a table at the front door.

2. Send direct mail and/or e-mail to your consignor/retail customer base.

3. Send with check payments or other mail-out’s sent during the month.

4. Hand out at networking meetings instead of a business card.

5. Post on the store website.

6. Mail with the rent check!

7. Use your imagination!

Two of our NARTS members do a great quarterly newsletter. Kitty Boyce, owner of The Kids Closet and Janis Jones, owner of Wear It Again, Sam. Inc., both use an 8˝ by 14 inch single sheet of colored paper folded in half and printed on all sides. It can be folded in half again for mailing. But there all similarity ends as each has a different purpose and format for their newsletters.

Kitty’s newsletter has information in short paragraphs, punctuated with graphics for a quick and easy read. Every page gives the reader a reason to come in and shop or bring merchandise to sell. For example, in the spring 2004 issue is the note, "New shopping baskets are here!" The baskets are "nice and deep and have a padded Velcro handle." Another tip: "Now buying!!! Just bring in items in excellent condition before 4 PM and we'll write you a check!" Consignment is offered also. Gift cards are announced: "We have reloadable gift cards that don't cost any extra fees, unlike those at the mall."

The Kids Closet is over-stocked with toys and it is suggested they be bought for "grandma's house, your church nursery, or daycare." Kitty offers a $5 coupon if you return a brief survey to "improve your shopping experience." Under the headline, "Come in these special days for exciting extra savings!" are listed sales such as "first day of spring sale" (20% off a tag color), and April 15^th "no tax day. We will pay the sales tax on your purchases!" The front page tells the reader how to shop resale for the best results. The newsletter makes you want to drop everything and run down to The Kids Closet!

Janis, on the other hand, distributes her newsletter to consignors with the intent to "educate" them and she writes long articles with few graphics telling them which items sell the best ("the top 10 best sellers") and what particular items she needs more of. Her "Sam’s consigning calendar in a nutshell" gives a month by month description of specific items she wants—and doesn’t want: "Have mercy…save us from these rummage sales… why, we must ask ourselves, would someone bring us on Monday stuff they couldn't sell for a quarter on Saturday? Our eyes glaze over and we mentally ‘checkout’ when we encounter those little stickers." Like Kitty, Janis puts in tips on how to clean or prepare items for consignment. One article listed 14 ways to use fabric dryer sheets, which include; picks up cat hairs, eliminates odors, and repels mosquitoes by tying a sheet through a belt loop when outdoors.

Because Janis had writing experience in her previous life before resale and she possesses a natural wit and humor, she can produce a wordy newsletter that captures the readers' attention. When Janis introduced "Comeback bucks" she wrote a great article that included these rules: "you are fully in charge of your comeback bucks and their redemption. Comeback bucks will NOT be replaced if lost, stolen, eaten by the dog, or washed in pockets…we will not keep them for you to use when you return." Another prominent feature of the newsletters is articles and photographs of store improvements and new lines of merchandise. Personal articles about the staff makes WIAS seem like a friendly, fun place with nice people who really are about their store. It is certainly a place you want to bring your merchandise to!

One thing Janis, Kitty and I do is brag about our participation in NARTS. Membership says we are professionals in the resale industry. If you would like to get a copy of our newsletters, look up our addresses in the Membership Directory and send us a business size stamped envelope to return a newsletter to you.