Calling all publishers, editors, journalists and freelance writers. It's time to breathe more life into your copy. Turn your articles into living pieces that spark measurable debate, get closer to your readers and engage their mind and soul - we're talking revolution.

As it was in beginning

Publishers have for many years relied on letters to get feedback from their readers and although email has opened up this method of communication it is still time consuming and difficult to process with only a fraction of received correspondence ever being used.

Let's face it, as well as being an overhead for publisher, to most people it is an unrewarding medium in terms of effort required and response received, just think of number of letters that go unpublished and unread.

As it is now

The Internet has brought new channels of communication and has opened up opportunities that allow us to challenge traditional methods. The Internet is now a mature technology, no longer preserve of new fad brigade but a technology that has been embraced by a global population, young and old alike and it allows us now to re-evaluate way things are done. Newspapers, trade journals, magazines and ezines now have opportunity to change mental process.

When people read an article they often would like to comment, and historically this has required them to feel strongly enough to put pen to paper; or with creation of Internet send an email. Sure emails are easier but it still takes time to craft an email and time for majority, is what they haven't got. The letters page although interesting are at best a snapshot of comments; a well crafted and well written letter on any given subject may hold view of majority, or minority, as it is a free text medium and difficult to measure.

As it should be

Hey! It's good news! What sets your newsletter apart from all other stuff that comes across your clients threshold everyday is that a newsletter is perceived as good news. Think about it, stuff in newspaper is general pretty dismal. The rest of stuff in mail is either advertisements or bills. Take advantage of that perception of your newsletter being something good.

Please don't insult your clients' intelligence by cloaking a hard sell as a newsletter. Marketing surveys across country have shown that newsletters are very well-received and best way to stay in touch with your clientele. Make your message, and your practice, stand above rest by making each issue interesting and informative.

More education equals more work for you Your clients probably have very little idea what all you do. Your newsletter is perfect forum to raise their understanding and appreciation of advantages of your services. By just elevating their awareness of scope of your expertise, your laying ground work for future business.

There's another added benefit that bares mentioning. When your clients know more about what you do, they talk about it to their friends. A personal referral is ten times more valuable than someone that responds to an ad. They're already prescreened and warmed up for you.The other plus of this educational approach to your newsletter is that it reminds your clients that they need your services. With so many distractions in our world today, things that are important tend to slip into background. Each issue you send gently reminds them of importance of your services