Are you confusing and losing potential clients with your alphabet soup?
Did you know that CIA is not just the acronym for the Central Intelligence Agency in the United States? It’s also the acronym for the Culinary Institute of America.
If you are marketing your product or service to an international audience, you need to understand that not everyone will immediately recognize the acronyms you use. People who are new to your field might also not recognize an acronym! You don’t want to risk alienating folks or making them feel like “outsiders” when they don’t know which company or organization you are talking about.
For many businesses, the regular newsletter is the primary way they communicate with past, current, and potential customers. For authors and publishers, it’s the main way they connect with readers. Unfortunately, if your newsletter is missing crucial information, it may not be as useful as it could be at engaging readers or stimulating business. In fact, you may even create a negative reaction in your readers, achieving the opposite of the effect you want.
I’ve copy edited newsletters for many of my clients and subscribed to dozens of others, and here are some things I’ve realized are “must-haves” when you are trying to make the most of your email list.
1. Link to website.
I can’t tell you how many times I’ve received newsletters without links to the sender’s website. Sometimes, there aren’t even links to the products or services being offered. If I read your newsletter and can’t easily click from it to your website, chances are I’m not going to close the email, open my web browser, open a search engine, search for your business name, navigate through the search results to find your company’s website, and then click to visit it. You’ve just lost a potential customer. Are you an author or publisher announcing a new book? If you don’t provide a link to the book or your website, there go your potential sales. Continue reading