‘June Newsletter: Cutting Employee Absenteeism’ does a better job of promoting newsletter content and encouraging readership.

The headline and first paragraphs of email or covering letter should continue to engage by describing, in increasing detail, benefits recipients will gain from reading your newsletter:

-What problems does current issue address and solve?

-What goals will current issue help your readers achieve?

2.Proof – Next, use covering letter to prove value of reading your newsletter:

-Case studies – Summarize case studies mentioned in your newsletter.

-Procedures – If your newsletter shows how to do a task, list number of steps or describe one step in detail.

Whenever possible, include testimonials from individuals or clients who have successfully benefited from ideas described in current issue.

3.Next step – Show how to access your newsletter by:

-Opening email attachment

-Downloading newsletter from your website. (Make sure recipients can easily locate specific page.)

-Clicking a link, but also include a URL in case link doesn’t work.

4.Promotion – Encourage recipients to pass along your newsletter to associates and friends who might benefit from its content. Planting ‘sharing seed’ each month can play a big role in increasing size of your opt-in mailing list.

Before distributing, review your newsletter after completing your covering letter. Ask yourself:

-Headline: Does headline develop promise made in letter?

-Content: Does my newsletter actually deliver promised benefits?

Edit and rewrite your newsletter until you can answer ‘yes’ to both questions. And then use your covering letter to persuade recipients to open and read your newsletter.

The letters B, C, D, K, P and T are all plosives.

What's especially interesting is that brand names beginning with plosives have higher recall scores than non-plosive names. Several studies of top 200 brand names have made that point. Examples: Bic, Coca-Coca-Cola, Kellogg's, Kodak, Pontiac, etc. ----------------- If you've picked a title for your book or a name for your business or product line that is "unusual" - you might want to check meaning first. That goes for foreign translation as well. Here are a few examples of names that were chosen without proper research:

-In 1997 Reebok issued a mass recall of their new women's running shoe dubbed "Incubus" - a savvy news reporter brought their attention to fact that incubus means: "an evil spirit believed to descend upon and have sex with women while they sleep." -Estee Lauder stopped short of exporting their line of Country Mist makeup to Germany when managers pointed out that "mist" in German is slang for "manure." -Trying to be clever, folks at Guess jeans placed Japanese characters "ge" and "su" next to a model in Asian magazines, intending them to mean "Guess." But "gesu" translated in Japanese means "vulgar," "low" class" or "meanspirited."

For fun, take a look at some product name origins:

http://www.namingnewsletter.com/where.did.they.get.that.name.htm

Penny C. Sansevieri The Cliffhanger was published in June of 2000. After a strategic marketing campaign it quickly climbed ranks at Amazon.com to #1 best selling book in San Diego. Her most recent book: No More Rejections. Get Published Today! was released in July of 2002 to rave reviews. Penny is a book marketing and media relations specialist. She also coaches authors on projects, manuscripts and marketing plans and instructs a variety of coursing on publishing and promotion. To learn more about her books or her promotional services, you can visit her web site at www.booksbypen.com. To subscribe to her free ezine, send a blank email to: mailto:subscribe@booksbypen.com Copyright  2004 Penny C. Sansevieri