Shoestring Marketing Alf Nucifora is a marketing consultant in Atlanta. In this electronic age of email messages and Internet communications, the good old company newsletter still serves an effective role as a means of internal and external communication for marketers who understand how to publish correctly. Most corporate newsletters probably go unread because of the self-gratifying nature of the communication and the unprofessional approach to writing and design. Many, if not most, newsletters are boring and end up in the waste basket. We avoid the pap and self-serving stuff that most companies put in their newsletters.
Newsletters still serve an important role in communicating the company line.
Most business readers choose to absorb information rapidly. They no longer have the time to absorb information slowly and laboriously. Desktop publishing has shown that business information does not have to be presented in a boring fashion. Know the objective . You must have a complete understanding of the needs and desires of your target reader and write and edit the publication to suit.