Top 7 Brick 'n Mortar Newsletter Rules
By Wild Bill Montgomery
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- YOU'RE IN IT FOR THE MONEY.
Keep your newsletter aligned with your business. Always work products into the articles and information discreetly, but distinctly. Don't push it to the point of useless, sales packed information. Remember that most of your subscribers are with you for the information, not the product.
- KEEP YOUR ARTICLES FOCUSED.
Make sure attention is on the readers' interests and that the information you give them is useful. People are interested in finding information that will be useful, profitable, or interesting to read. Stay focused and flexible, meaning, don't try to serve up everything to everybody.
- BE INFORMAL AND RELAXED.
Although newsletters often tend to reflect a more serious tone of their area of commerce, your newsletter should still have warmth, life and the feel of a human voice. A newsletter is like a personal voice in a community. A good newsletter gets a following, but a great newsletter builds a family. Because of this fact, subscribers are more likely to go with your product than a company outside their family of contacts.
- WRITE TO EXPRESS NOT TO IMPRESS.
Don't use technical terms relating to your business or any other. You may understand and use them every day, but depend on fact that some of your readers will not. Use easy-to-understand words. Explain what technical terms you must cite. Always strive to communicate clearly.
- VARY THE CONTENT NOT THE FORMAT.
Use such things as a column or some other idea that invites the readers' comments or ideas. Whether it is offering different types of articles or offering new and different information, you must change the content of your newsletter to maintain the interest of the reader. However, changing content does not mean changing format. Don't get into the habit of changing the format of your newsletter. Create and maintain format guidelines. Readers get accustomed to seeing the newsletter in a certain format. Changing this format will too often confuse and annoy your readers.
- MAINTAIN QUALITY CONTENT.
Whether you have 100 subscribers or 10,000, you must do your best to keep your articles and text clean and spell checked. If you offer referrals to another business, be sure that you are referring them to an honest and reliable business. Your newsletter is a reflection of your business. Never let the aire of dishonesty show its ugly face.
- DIVERSIFY AND DOUBLE YOUR PROFITS.
As "Brick n' Mortar businesses, 75 percent of you are focused primarily on a local market. When your newsletter starts to pick up a nominal amount of subscribers, begin to consider products that can be marketed nationally and internationally. Take advantage of the opportunity. Imagine the amount of new prospects you can gain.
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Article Submitted On: July 25, 2000