Writing by Brick Marketing in Internet Marketing
This is a guest post by Steve Klinghoffer of WPI Communications, Inc.
Good is never good enough when it comes to marketing your professional practice. Are you satisfied with your newsletter marketing program? Following these five tips could make your eNewsletter even better.
1. Use A Blink Test. In his book Blink, Malcolm Gladwell states that most people make their decisions about something at a first glance. Have someone in your office look at your eNewsletter for no more than three seconds. Ask them what stands out. Is it appealing? Does it make them want to move on to the next e-mail? Find out what grabs attention quickly.
2. Test Your Layout. Test your eNewsletter against the most popular e-mail sites using mock accounts. Send tests to Gmail, Yahoo, Hotmail, Outlook, Internet and phone service providers. Make sure the newsletter looks good in each format and passes the spam filters.
3. Critique Competitors’ Newsletters. Sign onto other practices’ mailing lists and carefully study what they are doing. Do you like it? Dislike it? Go ahead and borrow their best ideas, so long as you aren’t plagiarizing and try to improve on everything you don’t like.
4. Do a Thorough Critique of Your Own Content. Even if you are your own harshest critic, there are still potential pitfalls in your eNewsletters you might be overlooking. Find objective third parties or professional services to help check your content and layout and take their criticism seriously.
5. Check Your Links. There is a truism that once something finds its way onto the Internet, it stays on the Internet. It’s not true. Check each and every link in your eNewsletter before you send it. What worked yesterday or even this morning might not work when you hit send. Few things in an eNewsletter come across as more unprofessional than a broken link. Don’t let it happen.
Obviously, there’s a lot more to newsletter marketing than can be taught in a short article like this, but this represents a good start. Professional services and resources are available for practices that want to take their marketing to the next level.
About the Author:
Steve Klinghoffer is president of WPI Communications, Inc., a newsletter marketing firm. In the past 29 years, he has helped thousands of professionals market their practices through client and patient newsletters, referral-generating newsletters and Web site content. For more information, please call 800-323-4995 or visit http://wpicommunications.com.