The value of a newsletter

On the internet, there is nothing so powerful as information.  Information is the reason for the internet, and despite all the hype regarding e-commerce, information gathering will remain the primary reason why people use the internet. 

A company selling products or services on the internet must understand this if they are to succeed.  The other thing they need to understand is that newsletters represent the single most prolific source of information.

The key to doing business on the internet, is to get people to trust you and your product or service.  The way to do that is to reach them with what they went to the internet for - information.  Therefore, a good newsletter answers both requirements.  A good newsletter gives them the information they seek, and in doing so, they learn more about your company.  A 800 to 1500 word articles explains more then a catchy jingle or 6 line newspaper ad ever will.  Over time, your readers learn enough about your company, you and your product or service to trust you.  Companies who are trusted are companies people buy from. 

Would you take stock advice from Murray, Kilgore and Swift, or from Paine Webber? 

Would you by insurance from a Prudential Agent or an agent from Lefty's insurance brokerage.  What if you read however that Lefty himself was a broker for Prudential, and that he was a three time winner of the Insurance Agent of the Year for his work in Estate and Business Planning? 

What if this information was the byline of an article written under Lefty's name, that outline the process of Estate Planning and Taxation considerations?  What if these articles were in a series that arrived in your e-mail on a weekly basis?  Over time, would you begin to have more confidence in an agency named Lefty's? 

I think you get the picture.

Call me.  No matter if you are in business for yourself, or a regional representative for another firm, you can benefit from the promotion that a well written article can provide you

When you need a press release

A press release written properly can be just the shot in the arm your company needs.  Provided that the information is newsworthy and targeted properly.

There has been too much stock placed in writing press releases lately.  Generally this hype is by the companies writing them, with the added hype of sending them to 3000 plus editors - eager to read your press release..  (swamp land anyone?)

A good way to tell if your newsworthy event warrants a press release is to read the press releases that are being published, in the journal or newspaper you are targeting, and see what is being written about.  This gives you a general idea of what turns the editors head, when they sit staring at the pile of press releases sitting on their desk.

I will write the best press release I can, with the information you give me, but in all honesty, unless we can make a good story out of it, it will not be used in very many targeted publications.  And yes, I still charge for these.  The final decision to release always lies with you.  However, I prefer to find the story and the interest behind the press release before I take your money. 

For example:  Your software company just upgraded its product to a new version, would draw limited attention as a newsworthy story by itself.  However, if the new version was impervious to hacker attacks due to the patented encryption codes your team developed, now we have a story worthy of an editors eye.  It's the new encryption capabilities that is the story for the release, not the version change.