1. Headlines are more crucial than ever. A cleverly crafted headline (or subject line for email) will determine whether or not your email gets opened and read. Headlines that can appeal to a reader's desires on an emotional level will be more effective. "Insider secrets," "5 tips you can apply now to save time/money/energy," and "What they don't want you to know," are examples of titles that work because they are compelling. They offer a promise to solve a problem. They leave the reader with great curiosity. They seduce the reader to open and read the email.
2. Keywords should be placed in the headline. Use them again in the first paragraph, and repeat several times in the body of the content. When somebody sits down and types keywords into a search engine looking for information they need, will your content be found?
3. Content length should be short and to the point. Once you write your message, review it and delete as many words as possible. Ask, "So what?" to each sentence. Keep the focus on your core intention for that email message.
4. Use bulleted lists so readers can scan your points. A Jakob Neilsen survey showed that only 11 percent read an email thoroughly. Make your messages user-friendly. Oh, and use keywords in both your bullet points and your sub-headings.
5. Use stories to make it real to readers. Use your own experiences, or those of your clients. One tactic is to use your own mistakes, and then describe a lesson learned. Readers will be able identify with you and as a result, come to trust you.
6. Always write with the reader in mind. Focus on providing solutions to their pain.
7. The purpose of the content should be clear. Each ezine should have one intention only. One subject, one call to action.
8. Use statistics, testimonials, case studies, and expert references to support your point. Never forget that readers have sensitive BS antennae and a finger poised on the delete key. Don't waste their time.
9. Make your offer clear. Be transparent, and up-front. Give them a "reason-why" and a reason to act now. Whether you are selling a product or a service, help reduce the readers' fear of risk. Stand behind what you offer.
10. Go easy on the hype. A good tip is to read your content out loud. If it sounds like a commercial, rewrite it to sound like a conversation. Be friendly, yet professional. Over-use of power-words will trigger the delete finger.
Review each newsletter before you send it out. Use these 10 rules for writing successful ezines as a checklist and you'll be ten steps ahead of your competitors.
New Rules For Pr
The U.S. Department of Education changed its rules for measuring the progress of public schools during the 2005-2006 school year. The impact was devastating to the Arizona schools, which had more than 600 schools marked as “failed”. That is nearly three times as many schools as last year.
For the first time, the Arizona schools were forced to include AIMS test scores for reading and math of students, who are in their second or third year of learning English. Another change lessened the amount of help a school may give special education students in completing the AIMS test. Additionally, the Arizona schools now are required to expand the number of students tested each year. In the past, they tested students in the third, fifth, eighth and tenth grades. Now, the Arizona schools must test all students in grades three through eight, as well as high school sophomores.
Superintendent Tom Horne is outspoken on the federal mandates, calling them illogical and absurd. He cites that these changes are responsible for nearly 400 additional Arizona schools failing to meet minimum federal progress measures, with about 112 schools failing only because of the requirement to include the scores of students within their first three years of learning English. He vehemently stated that the new federal rules make it impossible for many Arizona schools to succeed. Many Arizona schools students have only arrived from Mexico the year before and cannot be expected to be proficient in English, making it more difficult for them to pass the math and reading portions of the AIMS test.
The only consolation offered by federal officials is for the Arizona schools to offer those students a translation of the AIMS test, making it easier for them to understand. Horne emphasizes the need for more time for these students. So far, federal officials ignore Horne's argument by stating that if a group of students are not counted, then they probably are not being taught.
Horne filed a lawsuit against the federal government in July 2006 to stop the inclusion of English as a Second Language student test scores until their fourth year of English language classes. Until the lawsuit is settled, the Arizona schools must continue to include these student test scores.
Horne, as well as many educators and administrators across the state, see the federal mandate as impractical. They say it paints an unfair picture of many reputable Arizona schools. They are concerned that the negative “failed” label and bad publicity will damage individual Arizona schools that have worked hard to maintain their otherwise high achievement levels.
In 2005, there were 54 Arizona schools that failed to meet the minimum progress measure four or more years in a row. In 2006, that figure increased to 66 Arizona schools. This mandate puts more Arizona schools on the road to potentially failing four years in a row, which means mandatory state intervention into those Arizona schools' daily operations. If these “failed” Arizona schools continue to fail in future years, federal law requires the state to make even bigger changes, which usually starts with the replacement of principals and teachers.
Horne hopes to prevail through a favorable court decision. Otherwise, many Arizona schools soon will experience dramatic consequences.
Both Patsi Krakoff, Psy. D. & Patricia Hawke are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Patsi Krakoff, Psy. D. has sinced written about articles on various topics from Marketing, The Internet and Public Relations. For more leading edge ezine tips go to . You can also subscribe to. Patsi Krakoff, Psy. D.'s top article generates over 5400 views. to your Favourites.
Patricia Hawke has sinced written about articles on various topics from Education, Food And Drink and Education Toys. Patricia Hawke is a staff writer for Schools K-12, providing free, in-depth reports on all U.S. public and private K-12 schools. For more information please visit. Patricia Hawke's top article generates over 246000 views. to your Favourites.
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