Welcome to the new year! As we continue our look at branding,
this week we look at how branding provides direction to your
business.
The points of differentiation that you emphasize will provide
the path you should follow in your marketing and advertising.
For example, if you find you can become the high-end business
that caters your market’s “upper crust”, you will find
yourself in a very different direction than if you position
yourself as the discounter in your field.
Next week we look at adding value to your business.
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Volume 5 Number 2
As we continue our look at branding, this week we show how
branding adds value to your business.
Regardless of your points of differentiation or the direction
you take, your value as a business will emerge. Your marketing
and advertising efforts will establish and exploit the value
and credibility you have to your prospective clients.
Next week we look at how branding evokes customer loyalty.
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Volume 5 Number 3
As we continue our look at branding, this week we consider
Customer Loyalty.
By design, branding exploits your positives, feeds upon your
success and is not shy about telling the world about it all!
Establishing, sustaining and living up to the brand you
establish will instill customer loyalty. After all, if you
treat your customers right – they will not only return, but
they will send their friends, as well.
Next week we look at the internal benefit of branding.
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Volume 5 Number 4
As we continue our examination of
branding, we look at the one of the internal benefits – Staff
Retention.
A well crafted and executed branding campaign will transform your
business into a more focused business. You will take on the reputation
you espouse in your branding effort – and everyone wants to work for a
winning team!
Next week we look at how branding will focus your marketing strategy.
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Volume 5 Number 5
As we continue our look at how
branding helps your business, we look at how branding focuses your
marketing strategy.
Once you have established your differentiation and direction, the
marketing guessing game is over. You can plan for the year,
comfortable in the knowledge that your efforts are well thought out
and leading you toward the goal(s) you have set for yourself and your
business.
Next week a focused advertising campaign!
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Volume 5 Number 6
As we continue our look at how branding helps your business,
we look at how branding focuses your advertising campaign.
As you go through the process of branding your business, you
begin to understand who your clients are and how best to reach
them. This allows you to develop a more effective advertising
campaign, as you are able to create the theme, the words, and
the look based on what will reach and touch your potential
client base.
Next week increased profit!!
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Volume 5 Number 7
We continue our look at how
branding helps your business.
An effective branding program can increase your profit margins. The
investment you make in branding and the subsequent marketing and
advertising will bring in more to your bottom line. Then based on your
business acumen, your gross profits should increase. In many cases,
the cost of branding can pay for itself with the greater profits
covering the additional expenses.
Next week more details!
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Volume 5 Number 8
Over the last few (or more) weeks, we looked at the benefits
of branding. Since we all agree that the benefits make
beginning a branding process a “no-brainer”, let’s look at the
process itself.
And Branding is a process; one that takes time, energy,
effort, money and patience. But, if you could become the BMW
brand of your industry in your market…
The Branding process can be broken down into four primary
areas:
- Crafting your message
- Developing your identity
- Disseminating your brand
- Patience
Next week… crafting your message
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Volume 5 Number 9The branding process… Crafting
your message
This is not as simple as making up a slogan, although that can be part
of it. Your message should reflect your ambitions and dreams as they
relate to doing business in your market. Let this be a personal as
well as professional mission.
The analysis exercise should include:
- A definition of the greater market
- A definition of your target market
- An evaluation of your strengths and weaknesses
- An evaluation of your competition’s strengths and weaknesses
- Goals for your business
Next week… more on crafting your message
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The branding process… Crafting
your message
Once you have completed the analysis, you will see a picture of your
future emerging. You will see your customer, know their buying habits,
understand their desires and recognize how you and your competition
fit into the equation. Now, you couple that picture with your own
goals and you can begin to position yourself as the only alternative
for your customer base.
Next week… developing an identity
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Volume 5 Number 11
The branding process… Developing an Identity
Your identity is your image to the world. It consists primarily
of your logo and “look”. Your “look” is best defined as the way
people see you; the colors you use, the feel of your ads, the
type of music you use in your television and radio commercials,
the way your logo is represented, your web site and other
marketing collaterals.
They should all be consistent throughout your marketing efforts;
regardless of medium. The world to which you are speaking will
begin to recognize each element as yours, and respond in kind.
Next week… more on developing an identity
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Volume 5 Number 12
The branding process… Developing an Identity
Along with the identity you may want to take a long, strategic
look at your business’s name. Some owners prefer a name that
explains it all (or most of it) - Z promotion & design for
example, doesn’t leave a lot to the imagination. Others prefer a
name that is more memorable; something unique that will stick in
consumers’ minds because it is different. Still others take on
names that get them better placement in the phone book, or
because there is still a .com domain name available.
Regardless of your reason, as you begin the branding process in
earnest, if you ever wanted to change the name of your business
– this is the time!
Next week… more on developing an identity
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Volume 5 Number 13
The branding process… Developing an Identity
Identity means maintaining the consistency of what you have
selected as elements of your identity – so make sure you are on
board with them. If you hire an outside agency, remember this is
your business – not theirs – before you begin, be sure you have
the final say-so, not them.
Next week… Dissemination
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Volume 5 Number 14
The branding process…
Dissemination
Assuming you have crafted your message and developed your identity,
it’s time to let the world (or at least your market) in on your
secret. In simple terms, it’s time to market yourself.
This can be traditional advertising on radio, television and in the
print media, or you can disseminate less traditionally and focus your
efforts on the internet, direct mail, and other creative ways.
Typically, however a combination of efforts will get your name and
brand “out there.”
Next week… more on Dissemination – Marketing
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Volume 5 Number 15
The branding process… Dissemination
Setting up and defining your marketing budget may include money
for everything from advertising to your collateral materials to
your web site to the development of a new position line or logo.
One of the major stumbling blocks to effectively disseminating
your message is an unrealistic (or non-existent) marketing
budget. Each industry has its own suggested levels of budgeting,
usually as a percentage of your annual sales volume. Although
this figure is a start, in order to be sure you are not
short-changing your efforts, 5% is recommended as a minimum for
a total marketing budget; and that’s if you’re established with
an established brand in your market.
Next week… more on the marketing budget aspect of your
dissemination.
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Volume 5 Number 16
The branding process… Dissemination
Last week I suggested you look at 5% of your gross sales as a
minimal marketing budget. This week I will ask you to consider
how much that is in real dollars, and what you hope to
accomplish with that cash.
If this is your first real venture into branding, you will have
expenses that you won’t have in the “out years”. For example,
your web site, brochures, sales materials, etc. Many of the
upfront expenses will need to be purchased during the first
year, while years 2-3 or 4 will not have these same expenses.
The point is to look at your realistic budget and your
expectations – there is a correlation.
Next week… another way to look at your marketing budget.
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Volume 5 Number 17
The branding process… Dissemination
I have suggested that you look at your marketing budget as a
percentage of gross sales. Another way to look at it is as a
fixed expense – just like rent, the phone or the electric bill.
The logic is this… you can’t afford to put your marketing on a
sliding scale. If business is down (for whatever reason) your
marketing budget will decrease, and your advertising (marketing
your brand) will diminish. The exact opposite is what you want
to happen. If business is down, you need to be “out there”
dragging people in.
Tough economic times are when you should be advertising. Chances
are your competition won’t be, and you will have a clearer
platform from which to shout! Even in tough times, someone needs
your service – regardless of what it is… And when economies
improve, you will have been the lone voice for so long you will
be remembered.
Next week… paying for all this.
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Volume 5 Number 18
The branding process…
Dissemination
So how do you pay for branding?
Look at it this way. An effective branding campaign can increase your
profit margins allowing the investment you make in marketing to be
more than covered in an increased bottom line. In other words, the
additional [marketing] expense is made up with greater profits.
Next week… patience... patience… patience
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Volume 5 Number 19
The branding process… patience…
patience… patience.
Coca-Cola got its start in 1886 – even the flowing script logo type.
BMW began in 1913, although its current branding can be traced back
about 20 years.
Nike got its swoosh in 1972
The NBC Peacock was first introduced in 1956. It’s latest iteration in
1986.
My point. It takes time to build a brand and brand awareness.
In realistic term for a small single market business, give it two to
three years of consistent advertising and marketing to develop your
brand in the minds of your consumers.
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This week begins a series that
Zpd.TIPS has covered in the past, and will likely discuss in the
future… finding search engine success through your web programming.
We will take a look at eight guidelines that can help your site get
found among the mass of web sites in your business category.
The search engine game is all about keywords and links. Keywords are
those words you want visitors to type into their favorite search
engine to find you. And links to your site – how many other web sites
link to you?
Next week… more about the use of keywords.
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Volume 5 Number 21
Using Keywords…
During the week I read an article that best describes the function of
keywords and links to your site.
Keywords tell the search engines what to do.
Inbound links tell them how important you are.
The combination determines your relevance and search engines rank by
relevance.
Next week… more about the use of keywords
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Volume 5 Number 22
Within the HTML (code) of your web page you should have META
tags. META tags help search engines find and categorize your
site. The two most important however are the “Keyword” and
“Description” tags. They are the street signs for your site.
Search engines look at the META tags, and then at your copy –
and if they don’t match, your site won’t be indexed for those
keywords.
Search engines also consider how often the keyword is used in
the copy. If you don’t use keywords in your copy, search engines
will ignore your site.
Next week… writing keyword-rich copy while maintaining the
marketing edge.
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Volume 5 Number 23
Over the next weeks we will look at guidelines that can help you
optimize your site for both search engines and visitors.
This week - Categorizing…
You should categorize your pages for optimal keyword
searchability. This narrows the scope of each page and lets you
optimize the copy for the topic of the page. This will help
search engines find your page when customers search for specific
qualities or words.
Print out existing pages and label them with their key points or
benefits.
Create new pages around other/missing key benefits or offerings.
Try to work keyword phrases into the copy of your website to
target and capture a specific audience.
Next week… how to find out what your customers search for.
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Volume 5 Number 24
After categorizing your webpage around concepts, you’ll need to
find out exactly what keywords your customers are looking for.
There are companies that will analyze your site and your
keywords, providing you with suggested keywords that will
increase your hits – I have not used any of them, but
www.wordtracker.com will allow you to run a limited
test.
You understand who your market is – determine your keywords
based on how you want customers to find you, and make sure they
correspond with the body copy of your site.
Next week… using more than keyWORDS..
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Volume 5 Number 25
KeyPhrases….
Keywords are more than just single words, they are phrases.
1- There is too much competition in single words – go to google and
search for music, now search for folk music, then for “folk music”,
next try “american folk music” and finally both “american folk music”
60s and “60s american folk music”
Look at the difference in the number of results you get!
2- And customers are becoming much more internet-savvy, searching
more and more for specifics.
Next week… how to get around the competitive searches.
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Volume 5 Number 26
More on Phrases….
Because of the more specific and targeted searches, you have to choose
phrases that will help you stand out in the search, no matter how
specific.
Figure out what is unique about your business, product or service.
Use obvious phrases that are down-to-earth and allow people to search
in their own language.
This will get you a higher percentage of people who are actually
looking for what you are offering.
Next week… IMPORTANT phrases.
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Volume 5 Number 27
Picking the important phrases can
be difficult. Too often, it is tempting to want to include every
single keyword phrase on every page. This can actually be an overload.
Choose one or two keyword phrases for each page, depending on the
content of each page.
Next week… Being specific with keywords.
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Volume 5 Number 28
When writing copy in the website
itself, add your keyword phrases whenever you can. It’s very
important, however, to keep readability smooth and consistent, since
your service is reflected in your website’s professionalism and
clarity. The best compromise is a balance of readability and use of
specific keyword phrases.
Next week… linking keyword phrases.
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Volume 5 Number 29
This weeks Zpd.TIPS is continuing
our discussion of getting found by search engines…
Links….
Linking pages together through text links is normally a good idea,
though you shouldn’t link every phrase on every page.
Links provide a sense of connectedness from one page to another.
Linked pages let search engines know that your pages are connected
when pulled up.
It is a good idea to have as many links as possible, especially if the
link text is a keyword phrase.
Try having some links at the bottom or side of the page and some in
the copy itself, as long as it doesn’t reflect readability.
Next week… how to encode your page to avoid blue underlined text in
your copy.
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Underlining link… Or not.
I am torn about this one.
On the one hand, the visitor has been trained that underlined
text is a link (which is why I hate using underlined text – that
is not a link – on a web page).
On the other hand, technology today allows us to use text and
link it without underlining it.
It’s your call – a subjective decision based on taste.
If you’re a web designer and want to remove the underline, you
probably already know how… if you’re not, ask your web designer
or you can email me.
Next week… Keyword Phrases in Headings.
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Volume 5 Number 31
Headings with Keyword Phrases
Headings are used to by both customers AND search engines to
scan through your text and categorize your site. For this
reason, you should include many headings and incorporate your
keyword phrases into your headings. This serves a two-fold
purpose, allowing search engines to find you better and also
helping the readability of your text by allowing customers to
easily scan your website.
Next week… testing phrases.
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Volume 5 Number 32
Testing Keyword Phrases….
After you have made a first attempt at the copy, you should run it
through a density checker in order to get metrics on it.
Visit
http://www.gorank.com/analyze.php and type in the domain and
the keyword phrase you want to analyze. This should give you a
percentage for all the important parts of your page, including copy,
title, meta keywords, meta description, etc.
A higher density is better, with most people looking for a density
measurement of at least 3-5%. If it’s less than 3%, you will probably
need to take another pass.
Next week… finding the overall balance.
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Volume 5 Number 33
Finding the overall balance….
It’s important in the end to find a good balance between writing for
search engines and for customers. The most important thing is to not
overdo it.
It may be necessary to seek professional help to achieve this balance.
If you’ve already performed the steps discussed during the last few
weeks, your website should be easy for any professional to work with
at no extra charge.
Next week… using your stationary package effectively
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Volume 5 Number 34Letterheads and business cards
have been around forever, but they have traditionally been black and
white with text and a logo. But now there are more reasons than ever
to create a more unique business card and letterhead package that will
stand out against the millions of others out there.
Over the next few months, we’ll take a look at why and how you can
make your business cards and letterhead stand out from the pile. Let’s
begin with looking at some of the reasons it is possible now to be
more creative in your design and look.
- There are better programs that allow for more creative
possibilities.
- There are easy-to-use programs, meaning that it doesn’t
necessarily have to cost thousands to make a creative and
interesting design
- There are already business people out there making different
types of cards and letterheads because they know that it is
important to stand out competitively
Next week: the three basic pieces of a good letterhead package
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Volume 5 Number 35
There are three basic pieces to a good letterhead package. They
include your letterhead, business card and an envelope. On some
occasions, extra collaterals will be useful as well, but these
basic three are the key components of a good package.
Savvy business people know that letterheads make a difference-
they “reflect a business’s professionalism, its originality and
its commitment to being better than the competition in every
way.” (Fresh Ideas in Letterhead and Business Card Design, Gail
Finke)
The important thing to remember is this: just because you are
using the 3 traditional package components doesn’t mean your
pieces themselves should be traditional. Next week we’ll look at
what to avoid doing when making a business card.
Next week… what to avoid
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Volume 5 Number 36
Last week we looked at the 3 pieces of a letterhead package:
letterhead, business card, and envelope. The biggest problem is
that business cards are normally handed out in droves….and often
thrown in a drawer and forgotten about just as easily and
quickly.
This week we’ll look at what to avoid with your business card
designs.
- Don’t make it too difficult to store. If it is too
difficult to store, it’ll be trashed.
- Don’t make it too similar to everyone else’s business
card. If it’s too much like the rest, it’ll be lost in the
pile.
Next week we’ll look at some simple ways to spice up your
letterhead package and make your business stand out.
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Volume 5 Number 37Now let’s look at some small
deviations that will make a big difference in your letterhead package.
- Size variation--Using a slightly bigger envelop or business card
can make a big difference.
- Folds and Creases—A folded business card can make an interesting
deviation from the norm.
- Non-traditional text placement—Putting your company information
and logo somewhere besides the traditional upper left corner. Put it
at the bottom, the side, the right-hand corner, etc.
- Print on both sides of your business card. Utilize the space.
- Use a different type of paper for your envelope, card, or
letterhead—it will feel distinct in the hands of whomever is
receiving it.
Next week, we’ll look at what to put on your letterhead and
business card to reinforce your company’s image.
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Volume 5 Number 38When trying to decide what to put
on your business card and letterhead, try to remember that many
elements go into making your letterhead package.
- Your letterhead package should reinforce the company’s image and
unique personality, so remember that when constructing it.
- Think about who will be using your letterhead. Will a secretary
be preparing things on it? Will letters be hand-written on it? Will
1 person use it or multiple people? What type of printer will it be
printed on? All of these things will determine the look and feel of
your letterhead.
- Think about your business card uses as well. Will they be
mailed, handed out, displayed?
- Think long and hard about your customer base. What kind of thing
will they appreciate or like in a business card or letterhead
design? Will they prefer a professional or casual approach? Funny or
serious? This is a very important thing to consider when
constructing your package.
Next week we will discuss the final steps in making a successful
letterhead package.
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Volume 5 Number 39The overall purpose of a
letterhead package (letterhead, business card, envelope) is to allow
people to contact and access you. With that in mind, it’s important
that the following things be kept front of mind.
- Your package should be legible and accessible.
- It must have contact information that is easy to find and use.
- All information must be up-to-date
Next week’s tip will take an in-depth look at some detailed
elements of a letterhead package that can make a huge difference in
your company’s image.
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There are 6 key elements in a
letterhead package that can be mixed and matched to make a huge
difference in your letterhead, business card and envelope package.
The first element is color. Working with different colors can be
extremely important to your overall look. Here are some simple ideas
that can be used to make your business cards, envelopes and
letterheads stand out from those of your competition.
- Colored inks—Using colored inks, instead of black and white,
adds a vibrant look to your logo, text, and overall design.
- Colored papers—Colored letterhead paper, business cards or
envelopes can add a subtle distinction to your image.
- Try using a combination of both colored ink and paper. Be sure
to talk to your designer and make sure that the colors you choose
represent your business’s distinct personality and level of
professionalism.
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Volume 5 Number 41Last week we looked at how color
can make a difference in your letterhead package. This week we will
look at type, a tool that is extremely easy to manipulate and fun to
play with. There are several reasons to experiment with different
non-traditional types.
- It has never been more accessible as it is today. There are many
choices and combination options.
- There are alternative fonts on almost every computer program
that can add distinction to your package.
- Try a combination of different sized fonts and different types
of fonts to add a real distinction to your design look.
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Volume 5 Number 42Last week we looked at how
different fonts and types can make a difference in your business card
and letterhead look. This week we’ll look at paper choices, something
that can make a lot of difference in your overall package.
Don’t underestimate the impact of unusual weights, patterns and
textures. Heavy paper can seem more important, whereas lighter weight
papers can seem more elegant.
Try some of these options to add distinction to your paper choices.
1. Textured paper
2. Colored paper
3. Recycled paper
4. Coated paper
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Volume 5 Number 43
Last week we looked at paper
choices that could make your letterhead package more distinct. This
week we are going to look at printing options that can make a
difference.
Try some of these different printing techniques to spice up your
letterhead package.
1. Letterpress
2. Engraving
3. Thermography (for raised, glossy printing)
4. Screen printing (saturated color)
5. Die Cuts
6. Foil Stamping
Next week’s key element: logos
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Volume 5 Number 44Last week we looked at printing
techniques that can help your letterhead, business card and envelope
stand out. This week we’ll look at one of the most important parts of
a letterhead package, the logo.
Your logo is a major element of your corporate identity. It is a part
of everything that represents your business, but nowhere is it more
important than on your business card and letterhead.
Some business professionals choose to adopt an entirely new logo to
match modern times, but that is not the only option. Even an outdated
logo can be used creatively to create a fresh new look. Be sure to
choose a design professional that can work creatively with you and has
enough time to take personal time to make your logo and letterhead
package stand out.
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Volume 5 Number 45
Last week we looked at the ever
important logo as a part of making your letterhead package more
distinct. This week we’ll check out the last of the six key elements,
artwork.
Artwork can give personality and communicate beyond words by targeting
something even more important, emotion. Some simple ways to include
artwork in your letterhead package include
- clip art
- photos
- illustrations
- patterns
Even on a budget, things like stamps, markers, etc. can be used to
spice up your letterhead package and give it some unique personality.
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Volume 5 Number 46
For the next
few weeks, let’s take a look at online newsletters/tips such as
Zpd.TIPS. I am about to begin the sixth year of these marketing tips…
and I wouldn’t keep writing and disseminating them if I didn’t see the
value in doing so. As we delve deeper, we will look at the structure,
the recipient list and the benefits.
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Volume 5 Number 47As we look at online
newsletters, this week we are looking at the structure. The
primary rule; KEEP IT SHORT! No one likes emails that you need
to scroll to read. Say what you have to say and get out
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Volume 5 Number 48
What should you
write about? Obviously something at which you are an expert. Look at
your business, your competitive advantage, and your personal expertise
– you have wisdom to impart and this is a great media from which to
speak. Consider your recipients. Be sure you provide information they
can use. If it is too specific, you will narrow your audience.
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