Product Description
The secret is out. Electronic newsletters are the best marketing tool to come along in a long time for your small business. E-Newsletters generate leads; increase sales; open up a two way dialogue with customers; position your company as an industry thought leader; and provide you with an instantaneous means for communicating with the outside world.
They're inexpensive to produce and publish, and they provide you with a systematic means for staying in front of your customers and prospects.
Unfortunately, it's not that simple:
- Every day, more and more E-Newsletters are launched. There's a lot of competition for the attention of your readers. To stand out, yours needs to be among the best in whatever business you're in.
- There are many tradeoffs to be made and pieces to pull together in doing it professionally and efficiently.
- Your customers and clients will be watching, and you need to make as strong an impression as possible, particularly during those first few months of publication.
"E-Newsletters That Work," is focused on helping you solve these problems, and much, much more.
Using an easy-to-read format, author and e-newsletter guru, Michael J. Katz, will show you how to produce a compelling and fresh e-newsletter that your clients, prospects, and colleagues will want to read.
Anybody can send an E-Newsletter. The challenge is in creating something that people anticipate, open, read, and pass along enthusiastically, and that at the end of the day, makes a measurable difference for your business:
- An E-Newsletter filled with useful, relevant information.
- An E-Newsletter that's written in a clear, genuine voice; that reflects what it's like to do business with your company.
- An E-Newsletter that grows your business by focusing on solidifying relationships with your clients and prospects over the long term, not on hard sales and quick promotions.
That's what this book will show you how to do. In one place - in an easy, compelling, fresh and practical way - Michael Katz shows you how to create an effective
E-Newsletter for your business.
He'll explain what you need to know and how the pieces fit together, and he'll give you techniques that you can use immediately to start or improve your E-Newsletter.
"E-Newsletters That Work" is based on Katz’s 6 years of experience developing, managing, writing and fixing electronic newsletters for his clients. All of the concepts and techniques that he uses are contained in one place, in this book.
"E-Newsletters That Work" is written in a clear, "question and answer" format, making it easy to get through, and easy to use as a reference again and again, as you develop and refine your E-Newsletter over time.
This one of a kind book contains a special appendix section devoted to the topic of E-Newsletter vendor outsourcing, including, understanding what an email outsourcer does; deciding which aspects of your E-Newsletter to outsource and which aspects not to; understanding the risks involved in outsourcing; understanding the costs involved in outsourcing; deciding how to choose an E-Newsletter outsourcer.
"E-Newsletters That Work" also includes a launch template and checklist, to systematically guide you through the thought process of developing your E-Newsletter. The template pulls the concepts and guidelines detailed in the book into a straightforward, simple tool that you can use as you prepare to launch.
Average Customer Review:
0 of 0 people found the following review helpful:
Solid Advice - Easily Digested, 2008-08-12
Michael Katz communicates in a very personal, humble tone, and he encourages businesses to do the same.
This book is filled with advice, but you must be comfortable with picking the pieces that work for you.
By following his advice, I've seen my own e-newsletter readership skyrocket as well as retention. It's a conversation, not a "corporate-speak" marketing message.
0 of 1 people found the following review helpful:
Should have been a newsletter, 2008-04-24
The content of this book could have been reduced to a newsletter! There was so little information provided that the author only put one thought per page, some times only a few lines per page. What a waste! Don't bother to buy this book new, buy it used for about $1.50.
24 of 30 people found the following review helpful:
A couple of points ... , 2004-07-22
First, just to clarify, this is a book for people who own a small business and want to start an e-newsletter (written & edited by themselves) about it; it's not a book for people looking for information on getting into the business of producing e-newsletters.
Second, I found some of the advice ... well, here's an example:
In a chapter titled "What do I do if I can't write?" the author says "The most effective e-newsletters are those that sound as if the company leader is just talking, filled with all the slang, run on sentences and joking around that comes out in person."
That just doesn't sound right. It would have been nice to see an example from a highly successful e-newsletter in this style, but the author doesn't provide any examples to support this assertion(or any of the other dubious-sounding bits of advice in the book).
10 of 11 people found the following review helpful:
A Must Buy -, 2004-01-19
Michael Katz is a repository of hands-on real-world knowledge about newsletters. His 141-page text was a quick and informative read, and serves as a handy reference. This excellent book is worth every cent if you're interested in writing newsletters.
Table of Contents:
OVERVIEW
CREATING THE CONTENT
Part I - What do I write about?
Part II - How do I write?
FORMATTING AND LAYOUT
DELIVERY AND LIST MANAGEMENT
APPENDIX I - Outsourcing
APPENDIX II - E-Newsletter launch template and checklist
7 of 8 people found the following review helpful:
must-read A-to-Z resource for e-newsletter publishers, 2003-11-11
This is a valuable A-to-Z resource for e-newsletter publishers. I was a partner in a successful e-mail marketing firm for several years; access to Michael's book during that time would have saved me countless headaches and missed opportunities.Readers new to e-newsletters will find this book a terrific "how-to" guide. Michael's humorous, down-to-earth style is engaging and entertaining, as he demystifies the process of launching an e-newsletter.
Experienced readers will find Michael's book a great checklist and reference for both new and on-going e-newsletter programs.
It's a quick read, but an essential one if you're serious about succeeding with e-newsletters today.