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The secret ingredient to make a good enewsletter work wonders! (part 2)
The secret ingredient
This is Part 2 of this article, to read Part 1 [Click Here].
As promised in our last newsletter here is the secret ingredient!
Probably the most important thing to keep in mind when you are preparing your enewsletter is the very thing most people forget--the enewsletter is for your clients and customers. Be sure the end result is something that meets their needs--not just yours. If you do not give your audience a reason to read your enewsletter, or haven't motivated them to "read on," you have just wasted your time, money, and a great marketing opportunity.
That is not to say you can't include the information you want them to know about your company, products or services or services, but you need to present the information so that it seems to have some value to them. For example, you want to introduce a new product. Write an article emphasizing the benefits of that product to the reader. Perhaps you can prepare the article so it includes significant facts which lends credibility to both the product and the article. Again, remember, if the article or the enewsletter appears too self-serving, you will most likely loose your audience's attention.
Most industries have information available where you can buy already-produced articles (see eNewsbuildersm content also) for your enewsletter. These are certainly convenient and often are less expensive than it might cost to produce your own articles. These articles are full of information and you get your company's name remembered, for great information that was delivered from you. The upside of using these types of pre-made publications is twofold. Your customers can also receive your personal touch and, you can provide related information or news that is specific to your company. In part, if you are taking advantage of the marketing opportunity inherent in sending out a enewsletter and it has great information.
Professionals keep it short and sweet
When you look at the newspaper, magazines, and even in most books--professional writers make it easy for their audience to understand what is being said. Rarely will you find flowery descriptions, unneeded adjectives and adverbs, or uncommon words (for example, you should use "although" not "albeit").
Remember, your enewsletter is another piece of sales copy. You want to make it easy and enjoyable to read as well as informational. Some items you might want to include in each issue are:
· Your company's name, address and phone number (fax and e-mail if appropriate).
· A letter from the president or manager (keep it informal and personal).
· Profile an employee (include a picture).
· A calendar of upcoming events.
· An article or two giving general information (how-tos, tips, advice, etc.)
· News highlighting your products or services, services, awards, expansions, and so on (remember, how does this benefit the reader?).
Beauty is in the eye...
Good graphics and visuals are essential to making your enewsletter interesting. Because people read the items that are most visual, you need to be sure you have plenty of them and that they are of high quality. The most commonly read items in a publication are headlines, subheads, captions, pull-out quotes, and testimonials. The eye will automatically go toward pictures and graphs before they begin reading text.
Also, when you begin to think about the appearance of your enewsletter, you should consider what message you want to send to your audience. Your enewsletter represents you and your company. So, you need to ask yourself, "how do I want to look to my clients and potential customers?"
Although it may appear to be less expensive to prepare a company enewsletter in-house, that is not always true. To decide if you will prepare the enewsletter in-house, hire a professional to write and design the enewsletter, or even just part of it, some questions you should ask are:
· How long will it take one of your employees away from his or her job to put together the enewsletter?
· Will the enewsletter come out on a regular basis if it is done in-house (remember consistency)?
· Even though someone in the office is familiar with a design program, are they a good designer and do they have enough knowledge of what visually works and what doesn't?
· Can the employee consistently put the correct angle on the articles to take best advantage of this marketing tool?
· How does the enewsletter fit into the company's marketing plan and is it consistent with the company's image?
After reviewing these questions, you may consider using an outside firm, ask eNewsbuildersm about how we can help. Although cost may be a factor, remember your image is important. By using professionals, you will have a better written and more attractive enewsletter and the marketing opportunities will be better utilized. A critical issue is the enewsletter will also be produced on a regular (consistent) basis.
Done correctly, a company enewsletter can be an extremely effective marketing tool. To make the most of this opportunity, be sure you are giving sufficient time, planning, and commitment to the project. If you do, you will find your enewsletter to be one of your best sales and community representatives.
[PRINTER FRIENDLY VERSION]
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