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Archive for April 23rd, 2008

The thing about corporate newsletters is that most of them suck.

Dude, don’t hold back. Give it to us straight!

Don’t worry; this statement will offend precisely nobody. Why? Because nobody writes the corporate newsletter. They only contribute to it, and obviously their part is wicked good. Somebody else, they’re not sure who, “puts it together.” And then, somehow, it ends up on the company’s intranet...where yes, they admit, it does suck.

Corporate newsletters can be valuable tools…when they are about something, and add value to the reader. Family Bowling Night, the Red Cross Blood Drive, and July Birthdays don’t count. I’m talking about useful stuff like:

  • Information on new products
  • New sales tools and collateral
  • Competitive intelligence
  • Success stories with lessons attached, i.e. Best Practices

The corporate newsletter is a great way to present a consistent message to a sales force that is spread out over a vast area like, I don’t know, North America. And it’s particularly valuable when it lives on the company’s intranet, where information doesn’t have to compete with public relations or confidentiality concerns.

The problem is that the idea of a newsletter is dreamed up by an internal marketing, merchandising or promotions manager…and then immediately passed off to some assistant for execution. It goes downhill from there, as you will read in our next thrilling installment!

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This is a touchy subject. If you wish someone a Happy Administrative Professionals Day, they will either A) thank you, or B) take offense that you consider them a “secretary.” Regardless, it’s a risk I am willing to take..but you can bet I try to be cool about it!

When you deal with the big corporate client, you are likely to spend most of your face time…or ear time… with an Admin. She routes your calls, sets up the phone conferences and, most critically, tracks down those invoices! If she is not your best friend on the inside, then you just don’t get it!

So take a moment to send her an email, or one of those dumb animated greeting cards!

Note to A: thanx for the reminder!

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