Getting the Word Out – Part 2 - Content is king
by Andrew Shedden
In part one of this series we discussed the role of the Internet in your business. To read the first part click here
As I mentioned in my last newsletter, in my travels most business owners I've asked consider their Internet investment to have been a very disappointing experience. There are innumerable reasons for this. The main reason is a lack of effective on line marketing. The simplest, most effective way to market on line is to publish an e-mail newsletter (or ezine). For the purposes of this article the term newsletter refers to an e-mail newsletter. In this issue the concept of quality content will be put forward.
Before you get the quill sharpened and prepare to write your masterpiece there are a few preliminaries to dispose of.
Consider the purpose of your newsletter
The most obvious response to the wherefore and why of publishing a newsletter is that you want to publish it to make more sales. Obviously, this is a great end result but it probably shouldn't be your initial goal. If you come on too strong and start pushing sales you will lose your readers before you even start.
As with any form of marketing or sales activity you need to establish a series of steps to move your prospect through the buying cycle. One option for you is to use the steps normally present in your particular sales process to shape your newsletter content.
Another option for newsletter content is to offer the "browser's option." This is akin to letting a prospect come into your retail store and have a look around. If your prospects like what is in your store they have the opportunity of buying from you. They may not buy from you today. They may never buy from you. They may buy from you in a month or two. They may tell their friends about you.
The newsletter option I personally favour is the "browser's option." I try to offer a sampling of useful information for my readers. They can then assess whether my company knows what it is talking about and, if and when they are ready to do business, they will call me. (My number is at the bottom of this article :).
Some desirable results you can achieve through publishing your newsletter are:
Prospecting
Your newsletter can perform a great prospecting function for you. If you have your newsletter forwarded by your readers to others your company can be exponentially introduced to a whole host of new prospects. You can also send your newsletter out to opt-in e-mail lists as a fast low cost prospecting method.
Introduction
E-mail newsletters are one of the most cost-effective ways of introducing your company's products and services to new markets and increasing awareness about your company.
Credibility Building
You can quickly and efficiently establish your credibility within the marketplace through writing and publishing a newsletter. Remember that the vast majority of advertising says exactly the same thing, "We are the greatest company in the world so give us your money now." Your newsletter proves what you know and establishes your credibility in a way that no advertising could ever do.
CRM
Keep in touch marketing is a very popular buzzword in marketing circles. Your newsletter is a great way of keeping your customers apprised about trends and happenings within their industry. In the advertising section of your newsletter you can… Announce new products and services, specials and promotions. You also can provide excerpts from articles, or press releases.
Content options
Many would-be newsletter publishers are concerned about what type of content they will provide. Here are a few suggestions for you. What problems and concerns are your customers always asking you about? What comes before your product or service? What comes after your product or service? What problems are being discussed in industry related newsgroups? Here are some other possibilities for you to consider. How to articles, checklists, interviews, tips and tricks, new product reviews, resource listings, questions and answers, upcoming events, guest columnists, and case studies.
FYI
There are a few content concerns you need to address before you start writing.
Following these suggestions will make receiving your company a pleasurable experience. I subscribe to dozens of newsletters from all over the world. There are certain requirements that guarantee that I will continue subscribing. From my own research on the Internet I have found that most newsletter readers share the following general areas of concern.
Content is king
The major area of subscriber concern is that the newsletter provides useful and relevant content. There is nothing worse than receiving a thinly disguised sales letter that is masquerading as a newsletter. This is an insult to the reader's intelligence and is the fastest way to have your newsletter find its way into the delete box, unread, unloved, and unlamented.
Keep advertising in its place
Another commonly voiced complaint is about newsletters that consist of 20% content and 80% advertising. Advertising is a necessary component for the financial survival of some newsletters. This is both understandable and fine. If you feel that you would like to have advertising in your newsletter as a way of defraying costs keep it to a minimum. A good rule of thumb is that your newsletter should contain AT LEAST 80% content.
Consider the length of your newsletter
500 to 750 words is an ideal length for most readers to deal with. If the topic is large you may want to consider breaking it into two or three parts. Yes, sometimes I am guilty of writing newsletters that are too long, but some topics are so interesting.
Consider your audience
Always consider your audience when writing your newsletter. If you are predominantly writing to university professors by all means get academic. Watch for jargon, slang, and off colour language. While humour in your newsletter can be instructive if used sparingly be judicious. Some humour is definitely an acquired taste. Some humour isn't very funny. Make sure it can pass the grandmother test. Would you let your grandmother read your humour? Great.
What's you frequency?
Publishing a newsletter is a major commitment in terms of time. Don't start unless you are willing to keep publishing. If you have the slightest doubt about your ability to consistently publish your newsletter don't. If you'd rather not be involved consider outsourcing the whole project to a competent communications company.
In the third installment in this series I will cover the basics of building your e-mail list and various e-mail delivery options.
