Once you’ve written something that is valuable to your audience, don’t you want that content to be findable and indefinitely available?  Wouldn’t you like to track the results?  If you do, then don’t rely on an e-newsletter.  Put it on the Web – ideally in a blog — and use your e-newsletter to drive people to it.   (Are you reading this because you clicked on a link in MY e-newsletter?  Whoops, you caught me.  Or did I catch you?)

Below you’ll find the 10 questions you must answer for your e-newsletter to succeed, from my recent presentation to the Michigan Economic Developers Association.

If you’re a business owner feeling a little unappreciated or misunderstood, I can help you combine e-mail and the Web to demonstrate your value. If you’re an association executive whose members are likely to use e-newsletters in their marketing mix, contact me to offer this seminar at your next conference.

Successful e-newsletters answer these 10 questions

1. Why do you want to publish an e-newsletter?
2. Who cares?
3. How often?
4. How will it be created?
5. How will it be delivered?
6. How will you build readership?
7. Who will write it?
8. Who will produce it?
9. Where will you get images and who will process them?
10. How will you know it’s working?

Knowing a lot can be a barrier to being an effective leader.

I often write about my involvement in community theater.  At Stagecrafters, I’m the chair of the Builder’s Guild, which is the group of guys – and I mean guys – who build our sets.  Now, I know jack about building sets. That means that, whenever we need to decide how to do something, or what to do, or when, I have to get the guys involved.  I have to draw out their opinions and knowledge and listen until they reach consensus.  I completely need their help to get things done and – know what? – they want to help!  New volunteers have taken on new responsibilities, while the long-timers, given a reprieve from having to build every set, are sharing their knowledge with the newcomers and solving some of our long-standing problems.

And that’s all because I had to embrace my stupidity and ask others for help.

The Associated Press’s AP Stylebook has been the final arbiter of journalistic use, spelling, grammar and punctuation for decades.  In June, they updated the book to include social media.  So, in my news releases, what once was a Web site is now a website.  However, if I am referring to the “World Wide Web,” I still must capitalize Web, as in, “The Web has forever changed the way we communicate.”  And there’s still a hyphen in e-mail and an e-newsletter.  Read more.

Last month’s post about Web-based mapping software is already the most-viewed post EVER on our blog.  Read more about one user’s delight.

“I got so excited when I clicked on your link today.   But alas, I still have no time!  So, I  passed it along  to my new staff accountant who, within an hour, had downloaded a five-year history of our labor relations clients and mapped them, complete with color coding by type!  I am so geeked right now, I can hardly wait to celebrate this with the management team tomorrow and I PROMISE to give you credit!   I love your newsletter, there is always something I use!”  Nan Pearson, Chief Financial Officer, Michigan Association of School Boards.

Here’s the link to the article about mapping. 5/27/10

Reading the fantasy novel Warbreaker, by Brandon Sanderson, recently, I stumbled across this quote:  “Every man is a hero in his own story.”  That sentence struck two chords.  First, it reminded me of a speaker at the Michigan Society of Association Executives’ Orgpro conference a few years ago.  His motivational keynote address demonstrated that “Everyone is always right.”  Second, storytelling guru Harvey Ovshinsky of HKO Media says, “Nobody cares about your story unless it feels like theirs.”

Human nature gives us a powerful instinct for self-protection and self-interest.  This isn’t bad.  It just is.

Once you accept it, you can become a better leader, writer, seller, teacher, parent, spouse. You’ll recognize that the only way you can “change” another person is to introduce her to an alternate, equally valid truth.  To do that, you have to first fully understand and accept her current truth, and figure out why she would want to exchange her perfect acceptable current reality for something else.

The same Orgpro speaker also said, “Nobody likes me.  They like themselves when they’re with me.”  Think of that the next time you’re at a networking event.  Listen intently to others and praise their accomplishments.; Make them happy about themselves.  They’ll go homes thinking that they met SUCH a nice person today.  5/27/10

Adagio Graphics, one of our design contractors, recent contacted an SEO consulting firm on behalf of their clients.  They learned that the consultant’s minimum fee was, I kid you not, $40,000.

Without a doubt, there are companies out there making enough money selling over the Internet to justify that cost.  But even the smallest companies can do several simple, effective things to help themselves get found by their prospective customers.  Once again, American Express’s business-advice website comes through, with this article on SEO for beginners.

If my earlier posts have encouraged you to sign up for the Kim Komando e-newsletter, then you already saw this link.  If not, and if you want to browse a plethora of picture-related applications, click here.  We’ll see you when you come up for air next week. 5/27/10

Ken Hebenstreit, Bookseller sells collectible, first editions of mystery, suspense and contemporary fiction.  (Full disclosure:  He’s my husband).  We send a biweekly email offer to his customer list, varying the offer each time.  I’ve taken my cues from the playbook of clothing retailer Chadwick’s, which sends me a different email offer, with a different appeal, every day. We offer “Buy four, get one free”  for collectors who want to complete their collection of works by a given author. For those who’ve had their eye on an expensive gem, we’ll next offer “10% off anything.” For the PBS crowd, we offer “Free tote bag with any purchase.”

Of course we’re tracking the responses to each newsletter, to see which offers work best and when. 5/27/10

When I was studying to be a PR practitioner, the definition of “public relations” included the concept of “two-way communication.”  Once that meant laborious and expensive surveys, with long gaps between the question and answer.  Web 2.0 can give you that information instantly, providing instant feedback from your customers and making it possible for you to continuously improve and refine your products or services.  Here’s a list of Web products – some free, some fee – you might find useful.  Thanks to Debi Hart of Hart Marketing for this source. 5/27/10

As property taxes and revenue sharing fall, decision makers in every Michigan municipalities are going to have to make hard decisions about where to cut or what benefits will prompt people to support a millage.  Quantitative research will load your guns.  Bonus round:  You’ll have the stats to contradict the opinions of that perpetual complainer who shows up at every public meeting. Good article by longtime Free Press reporter Bill Laitner. 4/28/10