Not Far from the Tree

A Monthly Trail guide to eNewsletters for Outdoor Pros

May 2009

Issue # 13

Everything You Need to Know about eNewsletters You Learned in Fourth Grade

Book reports have gotten a lot weirder since I was a kid. Back then, you read a book, answered some stupid questions and you were done.

Not so in the world of 21st Century education. Now book reports are extravaganzas.

My son is in the middle of one now. He has to read a non-fiction book, note five facts, define five words, and create a mobile that displays his answers in an interesting fashion. The entire mobile will  be hung from the ceiling for "Night of Thousand Stars" at his school. (Never mind that there are not a thousand students at this school and that hanging a "book report" from the ceiling makes it impossible to see any of the details.)

My son is (to put it mildly) disgusted with this assignment. He wants to play baseball, basketball or go hiking. He's not interested in a book report mobile. He just wants the project to be DONE (shouting intentional)!

That desire has caused Mason to attempt a couple shortcuts. After reading a book about Michael Jordan, Mason's first attempt at a fact was, "As a kid, Michael finally dunked the ball." That was the entire fact. No details. No backstory. No explanation.

That just wouldn't do. We insisted that Mason include some actual fact with his facts which led to the following scene:

Scene:

Mason, Chad and Teresa sitting around the kitchen table.

Mason (frustrated): "I can't do facts!"

Chad (also frustrated): "Yes you can, Mason. You just need to add some details. It's not that hard."

Mason is now getting angry. He is not interested in facts. He just wants the assignment to be over.

Mason (very angry): "No, I can't. I can't do these facts. (Translation: I don't want to do these facts. This is stupid.)"

Teresa (patient like only a mother can be): "You can do this Mason. Do you know the W-H questions?"

Mason without hesitation responds: "What the Hell?"

Chad falls off his chair laughing, while Teresa tries to convince Mason not to talk that way (while trying not to laugh herself). Chad agrees with Teresa once he stops laughing.

Scene End

Mason sized up his audience and delivered a message that was on point and poignant. In the blink of an eye, he changed the entire dynamic of the conversation. My laughter broke the tension. He got back to work with a better attitude while I called my friends and told them this story.

A great newsletter can do the same thing for your business. It can turn strangers into fans and fans into loyal, raving lunatics who promote your business any time the conversation gets remotely close to what you do. To develop a great newsletter consider the W-H questions. Not Mason's version, but Who, What, When, Where, Why, and How.

Here's what I mean. Consider these questions as you plan your newsletter:

  • Who. Who are you writing to? Who is sending the newsletter? (You are, I assume. But do you sound like you when you write it?)
  • What. What is your audience interested in? What are you communicating? What should you write about?
  • When. When is the best time to send your newsletter?
  • Where. Where is the eNewsletter coming from? If your business is to make that place an appealing destination for your readers, can they picture it?
  • Why. Why are you sending it? Why should they read it?
  • How. How is your newsletter being delivered? How are you building a list?

Questions like these help you define your audience, determine your topics, and connect with your readers. Asking great W-H questions helps you to create a great newsletter. Otherwise, the only thing you may hear from your readers is a frustrated, "What the hell?"