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copywriting :: Internet Marketing :: Copywriting
Writing Business Newsletters: Avoid the “Me, Me, Me” Mistake
Would you like to find out what
those-in-the-know have to say about content and marketing? The
information in the article below comes straight from well-informed
experts with special knowledge about content and marketing.
Effective customer newsletters find the right mix of promotional and ‘real’ content to maximize readership.
It’s that time of year when the old college roommate sends ‘round
his or her annual holiday newsletter. Admit it, you’re happy to hear
from them, but it’s usually too long and it’s all “me, me, me.”
The same is true about too many customer newsletters – printed or electronic.
In the audiobook, “Sound Advice on Publishing E-Newsletters,” author
Michael Katz says one of the biggest mistakes made by company
newsletters is that the focus is mostly on the company doing the
writing. It’s all right to include announcements of recent awards, new
employees, and new customer wins, he says, just don’t lead with it.
Instead, lead with and focus on what is useful, interesting, and
relevant to the audience – information that helps customers do their
jobs successfully or live their lives better. When it comes to writing
a customer newsletter, Katz says, “Remember the 80-20 rule. 80% of your
newsletter should be focused on helping the reader; 20% should be about
you.”
Michael Katz offers advice on how to create, write, and publish
e-newsletters each week in the free audio-newsletter from What’s
Working in Biz, http://www.whatsworking.biz/full_story.asp?ArtID=92
About The Author
Richard Cunningham is a principal of What’s Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.
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