And if they don t read it, it can t achieve the marketing objectives and it doesn t survive. Keep news about your firm to a minimum. Provide information that readers can use to make more money and stay out of trouble. Narrow down the topics and cover them in depth. Some newsletter publishers want to demonstrate how broad the firm s expertise is, so they try to make the articles broad in scope.
Broad topics make for superficial coverage, resulting in frustrated readers.
Not only that, but the tactic may backfire, because the reader may assume that the author doesn t know enough about the topic to be specific. An example is trying to write an article on estate planning that covers wills, trusts, powers of attorney, life insurance, charitable donations, and gifting strategies in 600 to 800 words. It s going to be superficial and practically useless to a sophisticated audience. Narrow it down to irrevocable trusts or healthcare powers of attorney or estate planning for blended families. Give definitions, examples, hypothetical cases, anecdotes, analogies, etc., so that all concepts are crystal clear.