Adopt a reader-centered approach.
Your newsletter waits patiently in a recipient’s mailbox.
Once opened, you have the reader’s attention.
- Their attention is yours to lose.
- You gave them a gift and then you walked away.
- What will the reader think or do next?
Think of a reader’s attention like a person’s gaze. How fragile it is! At any moment, a phone call, knock on the door or sudden air conditioner blast could distract her eyes from the newsletter’s article.
Their attention is yours to lose. Accordingly:
Build trust and cultivate a solid relationship.
- Deliver timely and useful information.
- Provide relevant documents and links.
- Position your staff as accessible experts.
- Reach out to potential collaborators and competitors in a gesture of good faith.
You gave them a gift and then you walked away.
Lead a reader to feel good about your organization or company.
- Remind him of the solid work and accomplishments, to which he may have contributed or from which he benefited.
- Keep volunteers involved.
- Connect with elected officials and local business leaders.
- Maintain contact with alumni.
What will the reader think or do next?
Guide the reader to deepen her relationship with your group.
- Drive the reader to a specific page on the website.
- Make it easy for the recipient to share your newsletter.
- Promote advocacy.
- Encourage RSVPs and donations.
Is it time to orient your newsletter and implement a reader-centered approach? Let’s write a plan to hold onto your reader’s attention. Call me at 212-677-5770 or email at Janet@JanetLFalk.com.
See also Make Your Five W’s Reader-Centered
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