24 Feb 2008 12:33:15 | Claire Cunningham
Newsletters can be great communication tools, but they take
work. Here’s a quick list of common problems newsletters run
into and how to fix them.
1. The snooze-letter -- a newsletter so boring it puts readers
to sleep.
Cure: Find out what your readers want to know and write about
it. Keep the tone lively. Don’t know what readers want? Ask!
2. Audience too broad - a newsletter with a broad audience
(customers, employees and distributors, for example) may meet no
one’s needs very well or might meet one group’s needs while
ignoring the others.
Cure: Different audiences = different information needs =
different newsletters. Your newsletter will be better read if it
provides information that’s relevant to the specific audience.
3. Too long - Most folks are strapped for time. They won’t
tackle a long newsletter.
Cure: Keep your newsletter short. (1-2 pages an issue )
4. I have a friend…. - Everyone has a friend, relative, spouse,
or whatever who knows something about marketing and/or
communication. Doesn’t mean they know anything about
newsletters. The results include poor writing, poor design, poor
targeting, and poor performance.
Cure: Use people with newsletter experience.
5. Published once in a blue moon – Infrequent publication builds
a reputation for poor follow-through. Probably not a good thing
for your business.
Cure: Identify the problem. Is it your procrastination? Hire a
pro to drive the project. Is it a complicated design? Hire a
designer to help you simplify. Keeping your newsletter short
will make it easier to publish more frequently.
6. Delegatophobia – Fear of delegating has killed quite a few
newsletters, and many business people suffer from this disease.
If you’ve been accused of being too “controlling,” you’re
probably infected.
Cure: Be honest! Do you REALLY have time to write this
newsletter? Do you have a writer on staff who can take on this
project? If you don’t have the internal resources, hire a
project manager and writer. Then let them do their jobs.
7. The disappearing act – One issue followed by…nothing. Maybe
that initial issue took more effort than expected. Maybe content
wasn’t planned in advance. Whatever the reason, a disappearing
act doesn’t say good things about your company.
Cure: Make the newsletter a top priority. Plan ahead. Stick to
your schedule. Hire help if you need it.
Copyright 2005 Clairvoyant Communications, Inc.
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