Launch Letters: E-Newsletter Magic

“Welcome to Our Newsletter!” How many times have your current or past employers welcomed customers to the first of what was touted to be a monthly or quarterly issue of your company’s premiere digital publication? It’s not a trick question, but it does make some of us think, “Oh yeah, whatever happened to it?”

You may recall there were promises made with expectations to deliver “news you can use,” that would make your customers’ lives easier and more profitable. However, just like the optimism and excitement of a first date, the second date often led to dashed hopes and disappointment. If published at all, subsequent issues were deployed whenever time permitted and communicated disappointing drumbeats of sell, sell, sell. To quote the legendary B.B. King, “The thrill is gone.” The promise to deliver value was squashed. Opportunity for engagement was one and done—badly.

Please don’t fret. Most assumed you would fail. Furthermore, they expected your pomposity. Your company’s gallant attempts to communicate value were relegated to the dumpster of broken promises, low expectations and “me too” follow-through as witnessed by the many competitive organs that came before yours.

Don’t be a victim of the dumpster. This column highlights ways to create e-newsletter magic.

Blast-off

• Set Objectives. Why do you wish to publish an e-newsletter? If the word “competitors” followed by the words “do it” is your reason, please stop reading. Dive into the dumpster now. You will fail. However, if any of your objectives include raising brand awareness, generating qualified leads, communicating expertise, as well as informing and educating on topics relevant to your customers, then read on!

• Commit to an Editorial Schedule. Even before you write the first syllable, you need to develop a plan that outlines the editorial focus with assigned articles for at least the first three (and preferably six) issues. It’s like developing a marketing and sales plan or a technology roadmap. Determine an established frequency and resolve to keep to it for at least 18 months.

To read the full version of this column which appeared in the February 2017 issue of The PCB Magazine, click here.

Back

2017

Launch Letters: E-Newsletter Magic

02-14-2017

“Welcome to Our Newsletter!” How many times have your current or past employers welcomed customers to the first of what was touted to be a monthly or quarterly issue of your company’s premiere digital publication? It’s not a trick question, but it does make some of us think, “Oh yeah, whatever happened to it?”

View Story

Launch Letters: Fake News—It Could Happen to You

01-18-2017

This month’s column was written a month after a historic U.S. presidential election that pitted a business billionaire that previously never ran for public office versus a 30-year public servant who was the first female nominee of a major political party.

View Story
Back

2016

Launch Letters: Programs, Not Projects

12-08-2016

Sometimes, an uncontrollable tick in my neck begins to emerge. The wrinkle in my forehead that now has no boundaries slowly makes its way to my balding scalp. My porcelain china doll-like complexion gradually transforms itself to resemble a Honeycrisp, and ultimately, a Red Delicious apple. Finally, the irrepressible urge to take an enormous breath instinctively follows.

View Story

Launch Letters: My Graphic Grief—Trade Shows and Events

11-08-2016

I’ve had the absolute privilege to organize and direct exhibition activities from Shanghai to Shenzhen, from Munich to Mumbai, from San Diego to San Jose and beyond. No matter the location, I just can’t seem to get over my “graphic grief.”

View Story

Launch Letters: Take Social Media Seriously

10-27-2016

This September will mark the 10th anniversary of “the Zuck” (aka Mark Zuckerberg) and his band of college buddies unleashing Facebook membership from the scholarly confines of Harvard to anyone 13 years and older with a valid email address.

View Story

Launch Letters: Trade Shows—The Unstoppable Force

10-18-2016

Trade show mania...it’s still here. We complain, criticize, and whine (yep...that’s me!) about the financial and human expense, while feeling an odd, inner excitement and anticipation as the date of the big event approaches. Yet to quote the ever put-upon George Costanza, this “unstoppable force” seemingly has a life of its own.

View Story

Launch Letters: Embrace Your Brand

08-11-2016

Whether it be your company brand or personal brand, you have to fully embrace it and believe in it. It’s the trust, knowledge and confidence you communicate to your customers, the community, and the industry you interact with and react to every nanosecond. In his latest column, Barry Lee Cohen explains why, and provides some pointers on how you can launch—or relaunch—your brand.

View Story

Launch Letters: Give Your Literature Some Lovin’

07-12-2016

Collateral is such an ugly word. As the late, great Rodney Dangerfield would have put it, brochures, sell sheets, process manuals, and other sales support tools often get no respect in our digital world. Even the convenience of downloading a PDF is scoffed at by today’s millennials who rely on the “Almighty App” and the “All-Knowing Cloud” to view, digest and store information.

View Story

Launch Letters: Exceptional Service—Extra Toppings without Sacrifice

06-15-2016

Exceptional service is often recognized by not being recognized. Exceptional—not good— service is demonstrated by actions that are assumed and relied upon by the customer to be the norm. Exceptional service is providing the extraordinary and value-added without being asked.

View Story
Copyright © 2017 I-Connect007. All rights reserved.