Whether prospective clients find you through a referral or come directly to your Web site, both are valuable sources for attracting new clients, and they serve complementary purposes.

When customers search for a product or service, most will ask their family, friends and business colleagues for personal recommendations. But once they have a referral to a particular business or a few businesses, they’re then going to attempt to validate that choice, and most will turn to the Internet to help them.

Would you describe any of the following activities as marketing: Phoning a client to follow up and seek their feedback on a job you have just completed; attending an industry association meeting or seminar; emailing a past client to see if you can help them with their future needs; taking a good referral source out for lunch?

If you answered no, then you have just flunked Work Marketing 101 – the essence of which is that when you work, you are marketing. Yes, you heard right. Marketing is every activity throughout the day that communicates what you can do for people who potentially need your services.

Newsletters, if done properly, are a proven way to build your business and bottom line, and help you retain those valuable clients you’ve worked so hard to get. Although they’re less likely to generate specific new work than targeted direct mail or promotions, they can benefit you and your clients in a number of ways.