Great Newsletters Can Be Read Quickly
Hello and happy Friday to you! I hope that everyone had a great Halloween. My wife, Stephanie, and I attended a Halloween party and despite my predictable kicking and screaming about the costume, we had a great time. This year, however, I am determined not to eat all of the left over candy.
I’ll wait until Thanksgiving before starting the typical holiday weight gain!
I hope you enjoy today’s short, but VERY IMPORTANT message on newsletters. People today are bombarded with messages and information competing for attention.
Think about how you open your mail. The odds are pretty good that you do it near a wastebasket. You zip through the pile of mail, flipping most of the envelopes into the wastebasket unopened. Then you look at what’s left and you decide, “What am I going to read?”
I’ve done some research on this so I can tell you that if you’re like most people you’ll start to answer that question by figuring out how long it will take to read each piece. The magic threshold is ten minutes or less. You read things that you think will take less than ten minutes and give you value. You set everything else aside to read later. For many of us, “later” never comes. That’s how your customers work. They cull out what they think will be interesting and helpful from the mounds of incoming information.
