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•Separate
why’s” from “how’s.” Emphasize problems, solutions, and benefits in your newsletter. Limit details of your solution to your follow-up information and events. Keep your newsletters short.
•Add urgency. Schedule your call to action event immediately after you distribute your newsletter. Encourage early registration by emphasizing limited teleconference capacity, limited quantities, or place a time limit on promotions.
•Vary your call to action. Don’t follow same call to action each month. Vary teleconferences, special reports, promotions and free consultations.
•Follow-up. Thank those who attend events or requested more information.
•Track your results. Note which topics and calls to action result in most sales. Repeat your winners.
Success requires planning. Start by creating a 12-month Editorial Calendar describing topics you are going to discuss in each of upcoming issues of your newsletter.
Then, choose type of call to action, or promotion, most appropriate for each month’s topic. As you review each issue in your editorial calendar, ask yourself: “What’s best way to leverage my market’s interest in this topic?”
It takes time to put together a successful promotion or prepare special reports and teleconferences. But, if your call to action projects a last-minute or amateurish image, you’ll be wasting momentum your newsletter has generated.
• On-going process, not isolated event. Success requires an on-going series of newsletters and related promotions. Use your 12-month editorial calendar to schedule your efforts on several newsletter issues and promotions each month.
• Encourage pass-alongs. Invite recipients to share your e-mails and newsletters.
• Be specific. Describe specific action you want recipient of your message to take. Summarize important details.
Roger C. Parker is the $32,000,000 author with over 1.6 million copies in print. Do you make these marketing and design mistakes? Find out at www.gmarketing-design.com
