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The
art of newsletter article selection
by
Steve Slaunwhite
It's
not an easy job. However, your choice of articles for your
print or online newsletter will ultimately make or break your
program. The goal is to make each issue a welcomed guest,
rather than food for the trash bin. Here are some guidelines
that will help:
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It's
a newsletter, not a sales letter. Sales messages and
hype will turn off most newsletter readers. Keep articles
newsy, interesting... and non-promotional.
-
Keep
it reader-focused. Focus on what customers want to
read... not what you want to tell them.
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Let
your customer decide. Survey customers to discover the
kinds of topics they'd be interested in reading. This
doesn't have to be formal. Ask your sales and customer
service reps to work it into the conversation.
-
Careful
with company news. Think about it. Do your customers
really want to read about the antics at your latest
company picnic? Or learn that Fred from Edmonton is the
new VP of Finance? Maybe they do. But only if you can
explain what this news means to them.
-
No
fluff, please. Don't be tempted to use quotes from
famous people, jokes, cartoon or "this day in
history" as filler. You don't have to stuff every
nook and cranny. Leave some white space.
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Be
interactive. Newsletters work best when reader
participate. Look for opportunities to include surveys,
feedback forms, questions, invitations, next steps, calls
to action, requests for topic ideas and other ways to
involve the reader.
Here's
another tip: Before deciding on an article, place yourself in
the customer's shoes and ask these two questions: "So
what?" and "What's in it for me?"
________________________________
©
2004, Steve Slaunwhite. All right reserved.
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