You've found your newsletter.

Actually it isn't your newsletter yet, but it soon could be. If you already have a newsletter for your organization, congratulations. But if it's being developed and managed within your own organization I would be willing to bet it isn't exactly what you want it to be. And that means that it isn't producing the results you wanted when you put your newsletter plan together. Here's why: It isn't anyone's job Unless you have staff specifically dedicated to the task of creating your newsletter, it probably isn't getting the attention it needs. After all, the newsletter doesn't generate revenue... or does it? If it's done right, it should be making its contribution to your bottom line. And like any other revenue producing part of the organization, that takes investment. The newsletter is not a priority When your newsletter is second on the list it may as well be off the list. And the people you send it to can see that the first time they read it. Then there will be no second time. You are too close to the subject Nobody knows your business like you do, and no one has as much investment in it either. That means you and your staff are likely to miss some of the key issues and attributes that are worthy of news stories. You're also likely to tread too softly on your own subject matter making for luke-warm journalism, and your audience will be able to tell immediately. Here's the good news: We can fix that. Your newsletter can be successful, professional, interesting, and informative. If your enterprise is already successful then you have stories to tell. They don't all have to be the 'perfect' customer story to make a difference. Your customers and prospective customers don't need or want another sales pitch. The days of hardsell and making every interaction another opportunity to get an order are long gone. Your customers have already decided to do business with you. Let them know why they've made the right decision; not with another sales pitch, but with stories about the things you do, the efforts that their purchases make happen, and the people that make up the organization. Your prospects want to do business with successful organizations that make a positive impact. Let them know what you do, why you do what you do, and who is involved. But you can't do that: The kind of articles you want your customers and prospects to read are the same kind you want to read. They are the ones that are published in the most successful publications in the world. Researched and written by professional writers whose job it is to gather facts and create compelling stories that move people to emotion or to action, and sometimes both. If you have this kind of staff then you're already in the publishing business and shouldn't be reading any farther. But you're not in the publishing business. That's where we come in. Successful newsletters require critical elements: 1 - Regular publication What would you think if your newspaper appeared at your door every once in a while? Most people would stop their subscriptions. But at the very least they would think that the publication and the people behind it were unprofessional at best, and incompetent at worst. Unfortunately most newsletters produced in-house meet this fate. 2 - Professional quality content People have very little free time, and certainly no time to waste reading poorly prepared and inconsequential stories. Your newsletter needs to deliver premium information in every story. It needs to make the reader want to continue reading, and not contain blatently biased content. 3 - Easy access Newsletters need to be easy on the eye and make it easy for readers to find what you've told them to expect. Clean layout with logical menu item names can help guide your readers where they want to go... and where you want them to go. 4 - Presentation Different customers expect different presentations. A highly professional readership expects a newsletter to look different than one aimed at a teenage audience. Take a look at the magazine rack in your local book store and you'll quickly see the difference. 5 - Personal connection While your newsletter is a business publication, don't keep too much distance between you and your readers. It's a good idea to include a personal note or introduction at the beginning of each newsletter that reminds your readers that you are personally involved in making sure you are meeting their expectations.

Scott Koegler About the author: YourCompanyNewsletter is dedicated to delivering editorial services to your organization. I am ready to work with you whether you are in need of short term help creating your newsletter, or need ongoing assistance with continuing projects. Read More >>