Keep Your Newsletter Marketing Messages Brief
Long before the advent of the Internet and social media, William Shakespeare famously wrote in Hamlet that “brevity is the soul of wit.” Perhaps the Bard had an inkling of what the future would portend. Hardly anyone reads anything of great length anymore, especially when it comes to newsletter marketing and other content marketing messages for your professional practice.
You can’t expect your target audience to scroll through pages upon pages of material in an e-mail, eNewsletter or some other online communication. They don’t have the time or the inclination to do so. Not in this busy day and age when it is imperative that you grab hold of your readers and hold on for dear life. Otherwise, they’ll quickly move onto to whatever is next.
Make your marketing message short and sweet
Summarize what you have to say about a particular topic as concisely as possible. Very few people want to delve into the gory details. Like many other aspects of their lives, they value instant gratification above thoroughness. Plus, today’s consumers have notoriously short attention spans.
This can actually work to your advantage. By doling out little nuggets of information, you can pique the reader’s interest. Of course, you may offer to provide an in-depth explanation upon request or link to a longer resource. This subtly encourages prospects as well as current clients to contact you regarding your professional practice. And isn’t that what newsletter marketing is all about?
Brevity is also essential if you use social media to promote your practice. For instance, with a “tweet” of 140 characters or less, you don’t have much room to expand in your initial contact. Throw out a tidbit and then follow up on responses.
This lightening-fast marketing approach can produce long-lasting results.
I have a lot more to say about this subject, but I try to practice what I preach. Case closed.
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