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March 26, 2010 By 2 Comments

Associations: Is it time to eliminate the newsletter?

As we all know, paper is getting less relevant. Many associations are scrambling to “go green” with their newsletters in an effort to reduce costs and make use of electronic means of delivery. Kudos for this!

However, what most associations are doing is simply emailing out a PDF version of the newsletter they used to print. While this does save money and takes advantage of modern electronic tools, there is a problem with this approach: it assumes that members want to consume information the same way they always have.

We need to abandon our old thinking of just “going green” with our newsletters because all this does is keeps us clinging to the idea that our communication needs to come out on an infrequent, scheduled basis as one big chunk of content called a “newsletter”.

Ask anyone today if they read newspapers or newsletters anymore and chances are they will acknowledge that they don’t have the time or the interest in reading a large publication full of content that they have to filter and digest.

Today’s association members consume information differently. While they typically will not read a multi-page newsletter (paper or electronic), they will notice bite-sized chunks of communication that can be consumed in 2 minutes or less. Examples of communication like this include: articles posted to the association website, a single-article email, blogs, Facebook posts, Twitter posts, LinkedIn discussions, SMS, YouTube videos, RSS, and community comments. Today’s association websites must replace the newsletter by truly becoming information hubs that also encourage social commenting.

Associations must offer choices, as well. There are so many ways to consume information today that in order to reach as many people as possible, we need to create a system that includes many different tools and touch points.

In order to evolve, associations must acknowledge this shift in information consumption and abandon the old idea of the “newsletter”. It takes a new kind of communications strategy to reach members today.

Isn’t it time to eliminate the newsletter?

Filed Under: Marketing, Technology Tagged With: , , , , , , , , ,
March 19, 2010 By 3 Comments

Don’t send me “e-news”

I see a lot of email newsletters. They vary in their degrees of design quality, content, and general appeal. However, over 90% of them (made-up statistic for CJ McClanahan) fall into the trap of being simply “e-news”. Some of the titles are even things like “March E-news”, “E-news from Company XYZ”, or “March Newsletter”.

These are boring subject lines but the content of the newsletter makes it even worse. These newsletter are typically packed full of little advertising boxes that shout at the reader or ramble on and on about things going on at the company, specials and promotions, and every other marketing message that can possibly be crammed into it. This results in information overload, a hard-sell vibe, and will probably result in a high number of unsubscribes.

Why? Because this type of newsletter has no value to its recipients.

Rather than take this approach, try slimming down and focusing your message. First, take out all the extra advertising fluff and shouting and design your newsletter to consist of one main content area that contains a single message. It’s ok to leave a couple of subtle ancillary boxes but the bulk of your newsletter layout should be centered around one article.

Next, make that article focused on the recipient. Don’t paste in your latest press release, monthly special, or ad campaign. Write an educational article that gives something of value to the reader. Teach your readers something new, give them new ideas, or give them a unique insight into something that will help them in their businesses. Make sure it is well-written. If your organization does not have someone who writes well, outsource the writing.

Finally, customize your subject line to reflect the content of the article. Instead of just “March E-news”, include the actual title of the article. When your readers are scanning their inboxes, a specific and descriptive subject line will stand out among all the other “e-news” messages in the list.

If your subject line is specific and descriptive, your readers are more likely to open it. If your message is simple and direct, your readers are more likely to pay attention to it. If your message is valuable, your readers are more likely to share it with others and stay on your mailing list. If you do this consistently, your readers are more likely to buy from you, donate to your non-profit, or recommend you to others.

Don’t fall into the “e-news” trap. Make your message simple, focused, and valuable to your readers.

Filed Under: Design, Marketing, Technology Tagged With: , , ,
March 15, 2010 By 5 Comments

Facebook friending etiquette

Ok, I can’t take it anymore. It seems like almost every day I get a Facebook friend request from someone I don’t know. And each time there is no message sent with the request. Just a friend request with no explanation.

Now, I’m more than happy to make connections with people I don’t know as long as I know how the connection was made. However, if I don’t know someone and he/she gives me no reason to connect, why would I take the risk of opening up my network and personal life to that person?

If you want to friend someone on Facebook and you don’t know that person personally, send a brief note with the request that explains who you are and what your reason is for connecting. It will make the other person feel more comfortable and start the connection off on the right foot.

Filed Under: Lifestyle, Marketing, Technology Tagged With: ,
March 14, 2010 By 6 Comments

So you think you’re in a ROWE?

So you think you’re in a ROWE?

SpinWeb became a ROWE a few years ago. Since then, we have enjoyed a happier workplace, more balanced lives, and dramatically improved productivity. From my perspective, ROWE is to the traditional workplace as the Renaissance is to the Dark Ages. I look back on our pre-ROWE work environment and I actually feel embarrassment at how we ran things. I feel the need to apologize to my employees for the senseless way we ran the company. Unfortunately, it happens to be the way most companies today still do things.

The good news is, we are a now in a ROWE and life is good. However, when I describe our company and ROWE to others, I sometimes get interesting reactions. Aside from all the predictable “That would never work in my company” reactions, I sometimes hear things like “Oh, that sounds like my company… we’re already a ROWE.”

Really?

It’s easy to hear a few things about ROWE and then declare that your company is already a ROWE, but in most cases that’s not quite the case. When people claim they are already in a ROWE, it’s usually because they have a “flexible schedule,” or the option to telecommute. This does not mean that your company is a ROWE. Let’s look at a few indicators. These apply to all employees in the organization.

If you have to ask permission or even notify someone when you work from home or will not be in the office, you are not in a ROWE.

If you have a quota of sick, personal, or vacation days, you are not in a ROWE.

If you get the evil eye from your boss or from co-workers when you don’t come into the office for a while, you are not in a ROWE.

If you are expected to be available or in the office during a core set of “business hours,” you are not in a ROWE.

If you don’t feel like you can decline a meeting with your boss or with co-workers, you are not in a ROWE.

If you would get in trouble for sleeping until noon on a weekday, you are not in a ROWE.

If the freedoms of a ROWE are only available to management or a select few, then you are not in a ROWE.

If you don’t feel like you can leave at 2pm for a matinee movie without asking permission, you are not in a ROWE.

If any of these apply to your company, then I would encourage you to re-think your work environment. Are you really in a ROWE? If so, great! If not, Let’s talk. ROWE will change your life.

As always, comments are welcome. Are you in a ROWE?

Filed Under: Lifestyle, Productivity Tagged With: ,
March 6, 2010 By Leave a Comment

Stop making excuses and start blogging

Blogging is hard. I get that. It’s not easy to consistently create new content and make the time to tweak and publish it. However, blogging is one of the best ways to build deeper relationships with your constituents and reach deeper into their networks as well.

Often when I talk about blogging with others, I hear all sorts of excuses:

  • I’m not a good writer
  • I don’t have time
  • I don’t like to write
  • I don’t know what to write about
  • I wouldn’t be able to keep up with it
  • No one would read what I wrote

The list goes on and on. However, like most difficult-but-worthwhile things, a process and a system can make it easier.

When I blog, I don’t usually just sit down and pick a topic out of thin air. Instead, I continuously capture ideas and keep them in a list. Often, blog ideas come from conversations I have, articles I read, or problems I’m solving. When this happens, I capture the idea either by placing it on my list of blog ideas or use Jott if I’m on the go. Then, when I do have some downtime or I’m in a creative mood, I can go to my list and pull out blog topics to write about. By separating the conceptualizing from the execution, I’ve made it much easier to produce content.

Blogging is a great marketing tool for your business because it strengthens your authority in the market. People want to do business with people they like and trust, and they can get to know you and trust you by reading your blog.

Don’t blog like a commercial. Blog with sincerity. Blog about things you know a lot about. Blog about your opinions about your profession. Blog about controversial topics. Blog to teach others something that will help them. Blog about your passions.

Schedule time to blog. Capture ideas throughout the week but maybe you block off an hour every Friday morning to choose a topic and write.

If you want to automate the writing part of it, hire a ghost blogger to take your ideas and turn them into polished articles. This will cost a little bit of money but will be well worth the investment.

Distribute your blogs on social networks. Respond to comments. Use your best blog articles in your email newsletter.

Blogging is a great way to cut through the noise of traditional marketing and give your constituents something of value. They will respect your transparency. They will learn to trust you. They will be much more likely to become your customer. Blogging builds relationships.

Capture your ideas and start blogging. No more excuses.

Filed Under: Marketing, Technology Tagged With: , , , , , , , , ,