Michael Katz's E-Newsletter On E-Newsletters
October 13, 2006
Issue #160
Simply Put… Simple Sells
"It takes a great chef, to make a simple meal."
– Unknown
Assuming I make it through the next day and a half without saying anything really stupid, tomorrow, at exactly 6:00 pm, my wife Linda and I will have been married for 17
years (in a row).
Frankly, and despite the frequent company of three children, two mothers-in-law and one dog, Iím not all that surprised that weíve made it this far. I must say, weíre a pretty
good match.
We are however, quite different, particularly when it comes to our respective interest in "the details."
For example…
…When Linda buys new shoes, she wears them around the house for a few days before cutting the tags off, so that she can return them if they donít feel quite right.
When I buy new shoes, I wear them out of the store.
…When Linda orders food in a restaurant, she has many questions and requests. When I order food in a restaurant, I frequently forget what I asked for by the time it
arrives.
…When Linda leaves the kids with a babysitter, she provides a long list of foods to be eaten, homework to be done and activities to avoid. When I leave the kids with a
babysitter, I simply request that they be kept alive until I return.
Just between you and me, I donít deny that my inability to focus in on small details (e.g. "What should we name the new baby?"), and my tendency to oversimplify even
the most complex problems, can be a source of frustration for Linda, who often needs my input on a given topic.
That said, and despite the negative implications that oversimplification can have in a relationship, Iíve come to realize that this natural inclination of mine is actually a distinct advantage in writing an E-Newsletter.
Hereís why…
The problem with most E-Newsletters is "too much." Too much detail, too many points being made, too many words being used. Too much, too much, too much.
Few people have time or interest in learning everything you know about your chosen profession. Even if they did, thatís not why you publish a newsletter. You do it to
position yourself as expert, make a human connection with your readers and stay top of mind, so that when a prospective client has a need that you can satisfy, you get the
call.
In practice, that means doing three things (there's probably a few more, but I'm oversimplifying again):
- Isolate one idea. If you canít sum up the central point of each edition of your newsletter in a handful of words, youíve got too much in there. Thatís not such bad news – take
one idea and save the rest for a future issue(s).
- Seek to educate, rather than impress. If you can approach your newsletter as a tool for helping your readers better understand the ins and outs of your area of
expertise, youíre on the right track. Too many companies on the other hand, seem more interested in demonstrating how much they know – big words, detailed arguments,
blah, blah, blah. Donít worry… if you succeed in giving me a simple insight that I didnít have before, Iíll believe youíre an expert anyway.
- Boil it down. Your audience may be capable of plowing through a detailed document, but whether they want to or not is another story. Remember, your newsletter
arrives in the middle of the work day along with dozens of other emails, most of which are short and casual. Think in terms of a tasty snack which leaves them hungry for
more, rather than an eight course meal which has them running for the men's room (sorry, bad metaphor).
Bottom Line. There are many situations in which providing lots and lots of detail works in your favor. Writing an effective E-Newsletter however, is not one of them. In this
case, focus instead on providing brief, simple, easily understood chunks, with the promise of more to come next time.
P.S. If you see Linda, wish her a happy 17th from me.
Enough About You, Let's Talk About Us
Thanks to my friend Mike McLaughlin, Publisher of Management Consulting News, for interviewing me as part of his Podcast channel – McNews Live.
It was lots of McFun, and we talked about… three guesses… take your time… what could it be…
E-NEWSLETTERS!
Click to listen (15 minutes).
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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