Keep the “News” in Newsletter
Do you have important news to share with a friend or colleague? Chances are, you will send an e-mail telling the friend the news. That e-mail probably looks nothing like a lot of the e-mail “newsletters” that circulate these days. Too many e-mail newsletters are flashy and cluttered with advertisements. Who wants to read those?
When designing a newsletter program, think about your readers as you decide what kind of content to put in the newsletter. If you are a periodontist sending a referral-generating newsletter to fellow dentists, fill the newsletter with the latest news in periodontology, news that a fellow dentist in another specialty would find helpful. If you are an accountant sending a newsletter to your clients, fill it with updates on new tax laws relevant to your clients’ financial situations.
Remember that your readers are busy professionals who receive a lot of reading material. Whether your newsletter comes on paper, through e-mail or even in the form of Facebook updates, it will encounter a great deal of competition. If you send poorly written content or, worse, a newsletter with little useful information, it will not be read. Think about how you share news with friends or colleagues, and apply those principles to your newsletter.
A newsletter full of bold, flashy ads is a commercial. A newsletter that contains useful information builds relationships and trust. With which one would you rather do business?
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