In the moment

It's hard to listen. Yet, listening in the moment and in the moments between, can yield such clarity that the resulting communication becomes easier, simpler and better. Soak in what's being said and not said. Open your mind to all of its possibilities. Then, convert it to something amazing that moves your objective, position or idea forward.

eNews Tip: Offer Real Value

Creating quality content is the first step in creating value for readers. However, the newsletter must also provide readers with something they didn’t have before. Offer links to outside sources. Share dates for important events. And always include a call to action. Whether asking people to donate, register for an event or simply start a conversation, let them know how they can help. After all, readers care about your organization. Reward them for their time and commitment with a thoughtful and imaginative glimpse into your world, straight to their inbox.

Embark with New Eyes

"The only real voyage consists not in seeking new landscapes, but in having new eyes; in seeing the universe through the eyes of another, one hundred others--in seeing the hundred universes that each of them sees." -- Marcel Proust.

Thanks to Matt Minahan for sharing this keynote closing quote used by Patricia Shafer, co-founder of The Change Leaders, at the 2008 OD Network Conference this week in Austin.

Long live individual expression of associations

We may vary in the associations we make, but BTW summarizes a new psychological study that points to the thematic thinking that drives our minds --- and influences our behaviors. Thus, some might think coffee and tea while others think coffee and cream. As you think about your next appeal to customers or donors, step back and enjoy some moments of association to see what new ideas spark or doors open simply by pushing the limits of whether a+b=$, a+z=$ or (a+b) + (a+z)=$$$. You might uncover two message channels that can be targeted to two different types of stakeholders both moving the organization forward in the same direction.

eNews Tip: Don't Skimp on Editing

Your newsletter may have compelling articles, but the process doesn’t end there. If it has misspellings and grammatical errors, readers will notice and may think less of your organization. Value the details as much as you value your brand. Think of it as building credibility with every crossed “T” and dotted “I.”

They Keep Saying Bigger Isn't Better ...

Yet why do so many organizations focus on nothing more than asking for things to be bigger? Bigger logo. Bigger type. Bigger photos. While definitely a trend in Web design, it affects all mediums. If you're working with amateurs, perhaps those things are the crux of the matter. Yet, if you're working with qualified professionals, they bring expertise, a sense of proportion and the intent to do good work.

Do clients default to asking for 'things' to be bigger because what they really want is a bigger idea or a clearer message ... perhaps. But, if they can't ask for it then there is something broken in the relationship. Address it before the people, the organizations and the brand get hurt. And, if you want that type bigger, or the logo blown up, ask for it in the context of a conversation so that the best possible solution can emerge -- which might even be a bigger logo.

eNews Tip: Don't Forget Eye Candy

Never underestimate the value of a pleasing layout or a colorful image. People respond to visuals, so don’t hesitate to use eye-catching pictures to tell your story as well as text. Use captions and call-outs so that everyone can share in the story, even if they choose not to read every article.

eNews Tip: Compel with Your Content

Don’t be afraid to share testimonials and stories featuring people involved with the organization. As you write, continue to ask yourself: What emotion will this evoke in the reader? Is this relevant to their lives? Will they feel a connection with the story?