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A straightforward
question
It's
a straightforward question:
Why do you produce a newsletter? And
yet it is a question that is all-too-often overlooked by
companies wanting to get in touch with their customers.
Newsletters are a marketing exercise.
They are designed to inform potential and existing
customers of who
you are and what
you offer and, hopefully, drive them to your business.
New products or services can be advertised, special offers
touted
and customer
feedback
sought.
But
these are vague aims and as we all know an indiscriminate
approach will only reap indiscriminate results. To make
your company newsletter effective – not to mention
justify the time and money spent on it – you have
to have clear, measurable objectives from the outset. Only
once you have this clarity of vision can you start to ask
yourself the more specific questions:
- How often do I send a newsletter?
- How
long do I make it?
- What
format do I choose – hard copy or email?
These
questions form the basis of your newsletter strategy. And,
like all marketing strategies, laying the foundations is
an essential step, but it is by no means the end of the
hard work. Once you’ve chosen the best way to present
your newsletter, what is crucial is that it is actually
read.
Here there
is no shortcut. It is dependent on consistently
high quality writing.
Some answers
What makes Writing Machine’s
The Trade Secrets of Newsletters course unique is that it
teaches both principle and practice
of newsletter production. It helps with laying
the building blocks – showing how you can ascertain
the best approach for your newsletter as well as teaching
effective planning and formatting techniques – but
also goes onto demonstrate how to write a newsletter that
people will want to read.
To achieve this
the training takes the form of writing workshops. Led by
two experienced writers and trainers, these workshops are
hands-on, practical sessions in which attendees are encouraged
to try out new techniques and see for themselves how much
their writing can improve.
Objective setting,
flatplanning and creative writing tips from insiders can
make producing
a newsletter
faster, more
efficient
and more rewarding. Just as importantly,
it can make the end result a far more entertaining
read
for the
recipient.
A corporate newsletter can be
one of the most decisive tools in a marketer’s armoury,
but only if it is used effectively. The Trade Secrets of
Newsletters one-day course gives you the
practical skills necessary to create
a directed, focussed and highly entertaining newsletter.
A
newsletter, in short, that will present
your company to the right people, in
the right way.
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