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“The two words ‘information’ and ‘communication’ are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.” ~~Sydney J. Harris

Last week we talked about becoming a subject matter expert and sharing your information—from an audience’s benefit perspective—in a real-time speaking environment.  This week we expand more on the basic concept, especially in the introductory letter area.

Once you have developed a few solid topics and begun delivering that information, it is time to take it all up a notch and consider putting out a regular newsletter.  Most of the people you think of as subject matter experts gained that reputation by delivering their knowledge and message through books, articles, and newsletters.

Before embarking on that task, though, consider what you want to accomplish by answering these questions:

  • What is the purpose of this newsletter?
  • Who is the target audience?
  • Why would that audience want to read it?
  • How will it benefit them?
  • How often will it go out?
  • How will it be distributed?
  • What features will it contain?
  • Who will write the content?
  • Who will design the layout?

A newsletter is a commitment of time and is an ambassador for you and your business.  Typos, erratic delivery schedule, and disorganized presentation do not represent you well.  Using a professional is almost always advisable.

That expert can make sure the right people get the right information at the right pace.  Your readers should opt-in and find it very easy to opt-out, as well.

Your action this week is to consider a few newsletters you value and ask the authors a few key questions, such as the list above along with the time commitment, results derived, and so on.

© 2011 by Stephen Hand of Triangle BNI.
All rights reserved. No part of this document may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior written permission of Stephen Hand of Triangle BNI.

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Written by bniguy

August 28, 2011 at 2:04 am

Posted in business, HowTo, networking

Tagged with ,

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