Michael Katz's E-Newsletter On E-Newsletters
February 17, 2006
Issue #146
Signal Your Intentions
I didnít grow up in Massachusetts. I have however, been living here for nearly 25 years, and at this point, I think youíd be hard pressed to tell me apart from a native New Englander: I keep jumper cables and a snow shovel in the trunk of my car; I consume twice my weight in ice cream each year; I have an uncontrollable urge to vote for public officials who either resemble cartoon characters or have the last name "Kennedy" (or both).
There is one characteristically New England habit however, which even after all this time, I refuse to adopt: Not using turn signals while driving.
In most parts of the civilized world, turn signals are considered a benefit: You use them to let pedestrians and other drivers know where you intend to go, so that they donít get confused and accidentally bump into you. Simple enough.
Here in New England on the other hand, using turn signals is considered a sign of weakness. I remember my friend Julie trying to explain this to me many years ago, as I sat white-knuckled in the passenger seat of her car, watching her weave in and out of traffic: "If I signal, and the other guy knows where I want to go, he wonít let me in."
When it comes to your E-Newsletter however — born and bred New Englander or not — turn signals are a must. Specifically, Iím talking about including a short synopsis of your newsletter at the very beginning of each issue (something I do in the introductory note of my e-mailed newsletter -- if you're reading this on my web site right now, you won't see the note).
Nothing complicated, just a clear, straightforward sentence or two: "Today we discuss blah, blah, blahÖ"
The idea behind "signaling" to your readers is that by doing so you help them triage their e-mail. Theyíve got lots to do and lots to read, and not every subscriber will want to read every issue you send out (I'm sorry to have to be the one to tell you this). It doesn't mean they don't want to continue receiving your E-Newsletter, it just means that for whatever reason, this topic on this day is not important enough for them to take the time.
Bottom Line: Your readers are busy people, and as much as they may love your style and content, not every topic will be of interest. Particularly if, like me, you take a while sometimes to get to the point, your readers will appreciate the respect for their time and energy that your newsletter signaling provides.
This Weekís Interesting Tidbit (TWIT)
Tuesdayís Wall Street Journal (2/14/06) included a story regarding the clustering of ad spots on television. According to the article, many advertisers are now buying several "consecutive ads" — ads which appear together during a single commercial break.
According to Larry Spiegel, principal at the Richards Group, an independent Dallas ad agency: "You are better off making a splash for one hour than making no splash at all."
I mention this today because this deep and narrow approach is exactly what weíve talked about here relative to E-Newsletters (see my article from last May, Big Fish, Little Pond, for more on this). In a world with lots of distractions and lots of choice, you have a much better chance of "making a splash" if you narrow your focus!
Enough About You, Let's Talk About Us
Thanks to my friend Andy Goodman for featuring me in the most recent edition of his newsletter, Free-Range Thinkingô. Although Andyís (terrific) publication is distributed in print form, the focus of this particular issue — "Like This, Only Better" — was the five fundamental guidelines for creating an effective E-Newsletter.
Follow this link to read the article.
Still More About Us
Iíll be speaking next Thursday, February 22nd, at the Society for Marketing Professional Services, at the Four Seasons Hotel in Boston.
My topic will be, "Love the One You're With - Leveraging Existing Relationships."
Follow this link for registration and details:
About Blue Penguin Development, Inc.
Blue Penguin Development helps professional service firms get clients,
by showing them how to strengthen relationships with the people they already know.
I specialize in the development of electronic newsletters.
Click here for an overview of my services.
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