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Next, write down why they would do what you're asking of them. It's one thing to have objectives, and it's quite another to serve readers' objectives as well as your own. And, what's connection between your needs and needs of audience?
Does this sound like a lot of work? Well, can be. But, ask yourself how much value you get if you rush off and do something without thinking it through.
I've published two newsletters for my own company. The first went ahead quickly, with little strategic planning. Instead, I concerned myself with matters like color, typefaces, and so on. That was a mistake; newsletter died after perhaps six or eight issues, and accomplished little.
Before I started my second newsletter, I carefully worked through all strategic issues. In fact, I started on newsletter project in May and didn't publish first issue until September. Of course, I didn't work at it full time, but still a lot of hours went into clarifying strategy.
And, it worked. More than five years later, I'm still publishing it, every week, and newsletter still does job it was developed to do.
In summary, your communication project has a greater chance of success if you take time up front to identify and articulate your objectives, as well as desired reader responses.
Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com
Robert F. Abbott writes and publishes Abbott’s Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com