News from Patterson Presentations

Successful Newsletters have a Purpose
Determine the Purpose
and Design it with that Purpose in Mind

You know what it's like to be on the receiving end of a useless or annoying newsletter. We've seen them too wordy, too short, too colorful, too dull, too often, too seldom; they become simply an interruption or disturbance in the flow or our everyday activities. The results of a poorly thought out newsletter can be anything from bored readers to loss of a good reputation.

That's why, whether you're already distributing a newsletter or still considering the possibility, it's important to define its purpose. What will it accomplish? What should it include in order to achieve that objective? And how will you determine if it is on target?

Possible goals would include:

developing a relationship with employees or customers
selling more products or services
helping others appreciate and use the finer points or values of something they've bought from you
conveying your company's mission, encouraging them to get on board
promoting customer satisfaction, resulting in repeat business or referrals
increasing your clientele through word of mouth as they share your newsletter with others

Measure whether you've met your goal(s) and the degree of success through some sort of feedback. Without feedback, the assumed success may be from another source. For example, if your goal is to increase sells, the goal could be achieved from a new technique one of your representatives is using or a new product that just came out.

Ways to get feedback include:

bouncebacks--a postcard or email--something that indicates the source of the response
focus groups
contests
surveys
e-newsletter statistics--openings, clicks, responses, unsubscribes
input from your sales reps or employees in general
phone calls--of course, you have to consistently ask where they heard of you or what prompted their call

While purpose is not the only thing to consider, it is one of the first things that should be determined and then revisited. Other items to consider include: Is content appropriate to audience? Is the layout pleasing to the eye and easy to read? Do you really have something to say that is of value to your audience? Is it lively or a sleeper? Does it convey the personality of yourself and/or your company?

Don't let your newsletter be the victim of the circular file or the Delete button. Determine its purpose first. Design it with that purpose in mind. Get feedback to determine if you're on the right track. Make adjustments as needed. Newsletters are an excellent way to communicate with your audience while achieving a variety of goals. Just be sure you've determined what those goals are.