Critiquing the Hand that Awards Us
Posted on August 03, 2007 by Sarah Eaton.
Recently, we won some APEX awards: one for Best Newsletter Writing for The Sales Performance Journal (Miller Heiman), one for Best Magazine & Journal Design & Layout for The Sales Performance Journal Digest (Miller Heiman), and one for Best Web & Electronic Newsletter for Upside (SALO).
We like what they do, so we decided to take a look at their publication, Writing That Works, much the way we do on a weekly basis for Executive Book Summaries. Here's our take on their print newsletter:
The first article was great on how to effectively direct web site visitors. I liked how they addressed the idea of cutting through excess and getting to the main idea – being careful of using obscure document titles, avoiding jargon and titling links appropriately. The article on conquering writers block, boredom, and burnout, however, didn't connect with me as well, even though there were some useful suggestions about what to do in the office.
The most valuable article in this issue is (fittingly) the lead article—“Writing links that motivate and help speed visitors to their desired destinations.” The article describes a company website as a conversation “started by a busy visitor.” You’ll want that conversation to be clear and easy to follow for the reader. Make sure the link matches “what’s in visitors heads when they come to your site.” Also, use keywords and leave a “clear scent” that visitors can follow. A visitor won’t mind clicking 4 or 5 times if they feel confident that they know where they’re going.
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August 3, 2007 in Brand enhancement, Building Customer Intuition, Corporate newsletter, Educating Clients, email tracking, Freelance newsletter, how to publish and promote online, how to write a newsletter, Interactive Marketing, Newsletter complete outsourcing, newsletter layout, Newsletter ROI, newsletter solutions, outsource magazine, prospect newsletter, sample newsletter, self publish, Thought leadership newsletter, writing magazine | Permalink
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