As you've read, you can maximize the potential of dynamic content in a variety of ways, such as communicating with your subscribers in a one-to-one manner that is personal and invites an exchange of information.

There are several services that you might already be using. For instance, you can customize your newsletters with information specific to the recipient and you can also prioritize articles according to the reader’s interests. And you might have already tried the survey feature where you can get immediate feedback on your subscribers' preferences and opinions.

This one-to-one concept can be taken even further by managing how the articles are written. You can include some articles that have a more down-to-earth and personal tone than most corporate communications, almost as if you were having a personal conversation with each subscriber. By creating this “reach out and touch someone” communication, your audience begins to develop a better, more "real" image of your company and soon you become a likable, valuable source of information.

I recently incorporated this one-to-one communication concept in a client’s newsletter. We’ve started a column called “Industry Insight” where each month features a different executive overview of topics that are important to the subscribers. The topic of a column could be based on information you learned from a previous issue’s survey or questions that your company continually gets asked by its customers and prospects. In these columns, we don’t pitch product, the tone of the article is “this is what I hear YOU saying,” and as I write these columns for my client, I use first-person language and avoid corporate-ease as much as possible.

This type of approach has provided a unique opportunity that wouldn’t normally be found in typical product or service-related stories. It’s making the company sound like there are real people running it who have the best interest of their audience at heart. As you develop this type of dynamic information exchange, you’ll begin to see tremendous benefits along the way. You might even see your subscribers reaching out to you!

Nancy Langmeyer is principal of The Write Words, a copywriting service that uses strategy, research, and creativity to deliver compelling communications that link businesses to people. She can be reached at TheWriteWords@attbi.com.