There is an emerging trend of newsletters in your box: the first thing you read is ? If you are having trouble reading this email, view it online?
And then the next thing you see is ?right click here to download pictures?.
At this stage you still have no idea what it?s all about, because the headline of the letter if any, is hidden down underneath these warnings and instructions. The only thing you know is that it came from a business that you know, and that it?s probably promoting something.
Presumably the purpose of all the graphics involved is to make sure the branding of the company is consistent and professional throughout. It?s also very important that the newsletter has nicely designed graphics to wet the appetite of your client base for whatever product promotion or offer is contained in the newsletter, right??
NOW let?s think about this for a minute? You have just arrived at the office and you are clearing the emails for the day, of which may be 15 are irrelevant or outright SPAM, and you are already a little bit ?twitchy? about it all, and suddenly you are required to ?right click? for the privilege of waiting for sometimes up to 10 seconds for the whole thing to kick in and download.
This of course means that in turn you are further clogging up your computer with unnecessary data.
Now I am just curious, how many of you by now are inclined to ?right clicking? and downloading that stuff before they finally get down to the nitty-gritty and find out what is in it for you, if anything?
Just as a hint of how useful this kind of newsletter is I wish to remind you that hugely successful companies like the Readers Digest are currently sending Snail Mail letters with absolutely no hint of their identity and branding, until you get to the third page of the letter.
In order to keep you reading just for the sake of finding out who it is, they use extremely well targeted headlines and copy, and eventually towards the end, you find out?no big logos, no graphics, just a letter talking to you, using every trick in the book to reach your emotions, to make you feel special, to make you NOT WANT TO MISS OUT!
Before you send out a trendy newsletter, and if you want real readership for your newsletter, you may want to take a leaf out of Reader?s Digest?s Book.
Why am I telling you all this? Simply because a newsletter is primarily a LETTER. You have only 3 seconds to convince your readers that it?s worth the effort, 3 seconds to initiate interaction with them.
The bottom line is do you wan your newsletter to be a mere branding exercise or an effective marketing tool to reach your business growth goals?
Ask your readers to right click and they will click all right?. Precisely they will click at the top right hand side of their key board! (the delete button).
Are you curious to find more ways to keep a high rank in your customers minds: go to http://www.breakthroughbusiness.co.nz and download my FREE report ?the 21 breakthroughs of effective advertising?
Eric Billoud is a Business Growth Enthusiast, and is quickly gathering a reputation for generating measurable results for his coaching clients. A no nonsense approach to generating more cash in your business through effective marketing is what it?s all about!
Eric is also known for his contagious positive outlook on business regardless of circumstances.
Author: Eric Billoud
Article Source: EzineArticles.com
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