When Rich Arzaga decided nearly five years ago he needed to boost his brand image and increase exposure to prospective clients, a weekly e-newsletter was just the ticket. The fee-only financial planner in San Ramon, Calif., says his initial mailing list of 300 has grown to around 450 since his newsletter's launch.

And it's not just a one-way conversation - it's also a great way for him to know what's on his clients' minds. Clients use the newsletter to interact with him, asking questions, thanking him for explaining complex topics and sometimes even disagreeing with him.

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