Newsletters - What does yours say about you?

The only reason to create a newsletter is to make money by selling goods or services. What's spent on producing literature must show a return. Otherwise, it's money flushed down the drain. If your readers wouldn’t call you when they miss an issue, chances are your marketing dollars are better spent somewhere else.

Your newsletter can make your company appear professional, human and established. To do that, keep these ideas in mind:

Write for your readers’ level. Don’t talk down to them and don’t technospeak above their head. Teach them what they need to know, don’t hit them over the head. Talk is cheap – an education isn’t.

Give ‘em what they want. In the information haze, people need information and the education they need now. Make sure you know what your audience needs and wants.

Success breeds success. The easiest way for a person to understand the issue (and, of course, the accompanying solution you provided!) is to see it in a story of one of your clients. If you are a partner, make sure you tell your marketing director about the “latest, greatest” solution you provided. If you are a marketing director, get in front of the accountants and pry out a winner. Beware of bragging, though!

Ask for a fax back. Provide a forum for your readers to provide feedback for your newsletter. If you want to invite them to share their views, say that. If you want to know how many people are reading a particular article, provide a “free” giveaway they can get by faxing back the form you’ve provided.

Finally, if you do client surveys each year, make sure you ask your clients to comment on your newsletter and invite them to make suggestions.

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