Orient Your Newsletter

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.