Coffee with the Dog Issue 691

Publish a newsletter

By Michael Dalton Johnson

The new information technology—Internet and e-mail—have practically eliminated the physical costs of communications. —Peter Drucker

A newsletter is a great way to engage and stay in touch with your buyers and prospects. A successful newsletter is lively and focused on your readers' specific needs and interests. However, depending on your readership, you may want to sprinkle in a few nonrelated editorial features that entertain, such as trivia questions or interesting facts. Contests, polls, and brief mentions of free "no strings" deals you're offering are also good ways to engage readers.

Keep articles brief. You won't hold your readers' attention with long articles. Readers want...

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