eNews Tip: People Prefer Personal

Improve clicks and subscribes by making your eNews personal – and easy to read. Let’s face it, people don’t want to read corporate speak. It’s important to write your newsletter in a conversational, friendly tone that makes it accessible and fun to read. Readers only fully read 19% of newsletters, according to usability expert Jakob Nielsen, so make sure to keep sentences and paragraphs short. Use bullets, bold headlines and chunks of text to increase readability.

eNews Tip: Hook 'em

The first contact recipients have with e-mail is the subject line. Make yours descriptive and invitational, but keep it brief at less than 50 characters. Additionally, most e-mail programs display only the top part of e-mail in the preview pane. This leaves 2–3 inches of space to lead with your best story or image. Follow the inverted pyramid style, and start with the most important information first.

Up with Actual Public Speaking

Compelling presentations don't begin with PowerPoint. They don't end with PowerPoint. In fact (well, in my opinion), they are about as far away from PowerPoint as you can get. John Kotter's book, A Sense of Urgency, reinforces the message with his commentary about stepping away from the PowerPoint, out of the dim lights and into less-than-perfect delivery. This doesn't take the place of a coherent message or a practiced presentation, it simply reminds us that the power of a presentation lies within people's ability to connect with it, its speaker and the intent.

The Approachability Balance

Approachability means a lot. It allows people to let down their guards for just a moment and explore the possibility that you might be able to help them improve their lives. Too much, however, and it's over. There is a balance between approachability and aloofness. Research has shown in terms of consultants that the less friendly, the higher the perceived value. Why is it that the human need for connection becomes overshadowed by the business sense of distance?