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Follow on Google News | Expert Identifies Reason Most Company Newsletters FailMost newsletters fail not because of a lack of content, but because of a lack of schedule, reports a veteran copywriter and marketing consultant.
"99 times out of 100, newsletters fail because they lack firm schedules," Flood explains. "And when newsletters that have a schedule die, it's nearly always because nobody is enforcing that schedule." Flood adds that a print or electronic newsletter must be consistent and regular to be an effective communications tool. "That isn't because readers will wait with breathless anticipation for the next issue," he notes. "It's because consistent and regular production is the only way that an organization will continue to produce the newsletter. If distribution plans are vague or sporadic, the newsletter is destined to die. "Management needs to make a commitment that a certain number of newsletters will be issued each year and specify when they're going to arrive on customers' and prospects' desks," he recommends. "Given that delivery date, the team can create a schedule that spells out when every step must be completed and provides due dates for each participant. In addition, there needs to be one person with the authority to drive the process and keep everyone on the schedule. "When people are told that they have to complete something by a certain date, and they know they'll be held to that date or face a scolding, they're much more likely to do what they should. Plus, when the process works, and they see the newsletter going out on time, they'll take their own role in it far more seriously." Scott Flood Writing (www.sfwriting.com) # # # About Scott Flood Writing: Effective print and online copy for companies and other organizations throughout the U.S. End
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