You are just a click away from contact with your clients and prospects by e-newsletter. The savings in postage, printing and sorting for the post office is nothing short of wonderful. And by adding photos and images, your newsletter is a full color, graphically enhanced image of your business with a fraction of the time that paper newsletters require.
Elegant graphics are great, but newsletters are all about NEWS. Make your newsletter a "must read" in everyone's crowded email box by presenting exciting, interesting and boldly presented information.
The Not-So-Hot Newsletter is filled with
* boring product descriptions
* long, rambling paragraphs as dense as a forest
* poor quality photos, without cropping or enhancements
* selling features instead of benefits
* grammar and spelling errors
* sloppy formatting
* "all about me" attitude makes clients wonder how important they are
The Must-Read Newsletter is known to contain:
* brief, dazzling product descriptions that leave the reader wanting to know more
* crisp writing in conversational style
* high quality digital photos
* additional ideas that clients find interesting
* special offers that can only be found by reading the newsletter
* creative ways to use the product or service
* interaction with clients through question/answer column
From this comparison, you can see that an effective e-newsletter starts with planning.
A tired and true place to start is to answer the classic news reporter’s questions: who, what, when, where, how, why.
Who is the audience for your e-newsletter? Set up specific criteria for the gender, age, income, interest or other qualities that define your target reader. Knowing these demographics of your reader makes preparing the e-newsletter so much easier.
What is the purpose of your e-newsletter? Your newsletter can sell, inform, take a political or social stand, incite discussion, share hobbies or define you as an expert in your field.
When will you send the newsletter? Preparing a polished newsletter takes time, especially if this is new for you. Start with monthly. Before you take on a weekly newsletter, get in the flow of twice monthly and see if it meets the need. Whatever frequency you choose, let your readers know and be faithful to the promised dates.
Where will you find readers for your e-newsletter? You want to add to your client base by connecting with others online who have similar interests. That means advertising, blogging, sharing mail lists, affiliate links or any means reasonable to find new readers from other sources.
How can you get your newsletter prepared with highest quality? Remember you can find writers, graphic designers and other support services locally or online. You don't need to be a Lone Ranger. Help is available at a wide range of prices.
Why do you need a newsletter? Maybe this needs to be the first question. Don't do it because your competition does. Make your e-newsletter an important communication tool that is as informative and comfortable as chatting with a friend over coffee.
