Writers benefit, too. Long newsletters, however, encourage “loose writing.” Not only do short newsletters require fewer words, they are easier to plan and easier to write. By limiting publishers to a finite number of words, short newsletters force writers to ruthlessly organize, edit and re-edit their words. As a result, short newsletters encourage clear, concise writing habits that communicate a lot of information in fewest number of words.

3.Failure to engage. Clients and prospects are always asking: “What’s in it for me?” Unless every element of your newsletter is optimized for answering this question, your newsletter will fail to engage – or involve – your reader, it will remain unread until discarded in a wastebasket or deleted in an email inbox.

Newsletter titles often fail to engage their readers. Often, newsletters contain titles like: Roger C. Parker Newsletter. Now, outside of my wife and mother, why would anyone want to read equivalent of The Roger C. Parker Newsletter?

Better alternatives, that target my market’s self-interest, might be:

-Newsletter Marketing Tips -Marketing With Newsletters -Effective Copy and Design

These telegraph newsletter’s intentions and offer a benefit for reading.

Brag and boast headlines are a waste. Headlines must be written to appeal to reader’s self-interest.

-Roger C. Parker Introduces New Seminar Topic. No benefit there! -But, same article could have been powerfully introduced with an engaging headline like: 10 Ways to Increase Web Site Sales.

Newsletter headline writers should take note of titles of best-selling non-fiction books. These often describe both a problem and number of steps, or number of days, needed to solve problem. The 7 Habits of Highly Effective People, 30 Days to a Trimmer You! And Write a Book in 28 Days! make even most complex topic appear doable.

If your newsletter is not performing way it should, problem may be that your newsletters are too long, which means that too much time goes by between issues. Switching from a promotional - or “advertising” - approach to a reader-oriented, educational approach can spell difference between newsletters that clients and prospects look forward to, or one that goes by unnoticed.

Even better, distributing both print and electronic versions of your newsletters, and creating a partnership between your newsletters and your other marketing tools, can be boost you need to profit from today’s competitive marketplace.

Treat media like hot prospects. Once you've made first contact never let them forget about you. Be in contact every two to three months. Call them, send them an article you wrote, call them, send a post card, ask to meet for lunch or coffee, send a news release, call, send a note about one of their articles, …..

The cycle is unending - until they or you go out of business. Don't waste time. Keep your calls brief and to point. Sometimes call when they are not there just to leave a short message on their voice mail. They must remember you when they need you, (George your timing is impeccable). Use a computer database to help track your contacts and remind you when to make next contact.

4. You appear in print You desire most to have them quote you as expert or talk about your growing business. But, first they must believe you are expert. And once they call you expert you can quote them as having called you expert. It is a circular argument but it works because perception is reality.

Your second choice, write an article for publication. This must be informative and not advertising. Ask publication for guidelines - word count and style. The simplest article to write is a tips list; five myths of your business, seven secrets of shopping for.., 10 tips to getting value from your… Both editors and readers like tips lists.

The third way to get your name in media is by writing a letter to editor. Based on your expertise you agree with a previous article, disagree, or supplement.

Whenever you appear in print send photocopies to your clients, prospects and media contacts so they begin to see you as expert. The more publicity you get easier it is to get more. It's like money.

5. Follow-up After you appear in a publication send editor or reporter a personal thank you note, then go back to step 1, do not pass go, do not collect $200. Start all over again - and laugh at those who exclaim, "You are so lucky".