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Whether online or in print, company newsletters
and magazines are all about building relationships. They
are a unique communication medium for reaching customers,
partners and employees primarily because they are
regular.
As a result, you’re not just
building a relationship, you’re consolidating
and reinforcing it. It’s a long term commitment.
And, as such, it can reap long term rewards.
Creating,
building and consolidating a relationship
In the world of marketing communications,
long term relationships require quite a bit of planning
and nurturing.
Establishing
your audience is only part of the task when it comes to
newsletters and magazines – after all this is something
you would have done for any marketing objective. There’s
no revelation there! What’s important with newsletters
and magazines is establishing the relationship
you are going to have with that audience. What are
you going to say to them time and time
again?
Adding genuine business value
Crucially, how are you going to ensure
that they read it – time and time again?
If they’re not impressed by the first issue, why will
they read the second or third.
Relationships are two-way. That means
providing information that is of benefit to the reader.
You know why your company wants to have a relationship,
but why should your audience want one with you?
One
of the biggest problems that we come across when critiquing
newsletters and magazines is inappropriate content –
content that neither reinforces an over-arching corporate
message nor provides the reader with anything of value.
So neither party benefits from the relationship.
Newsletter
and magazine services from Writing Machine
Writing Machine is experienced in managing
every aspect of company newsletter and magazine production,
including editorial definition, flatplanning, interviewing,
researching and writing articles, design and layout and
translation.
Writing
Machine can assist
you in writing
and/or producing
online or print
newsletters or magazines
that:
- Meet your marketing objective(s)
- Specifically address your target
audience(s)
- Clearly articulate your corporate
message(s)
Or, indeed, we can help you define those
objectives from scratch through our
editorial services.
Writing Machine's
extensive experience
Writing Machine has written and managed
the production of a range of print and online newsletters
and magazines. These include:
- Dialogue Business –
a quarterly, eight-page magazine for Nortel Networks enterprise
customers
- Connexus – a quarterly,
twelve-page magazine for BT Global Services and Nortel
Networks UK customers
- Perspective –
a twelve-page magazine for Steria UK customers
- The Shape – a
sixteen-page magazine for Steria UK employees
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