In the last lesson, you learned:

You’ve got to be consistent with the consequences (and expectations) but inconsistent with the rewards.

And we discussed how you could start to be unpredictable in your newsletter to keep your readers interested. What we didn’t look at was consistency.

When it comes to your newsletter readers, you’ve got to give them a framework. Let them know what they can expect in each issue. Without any consistency, you run the risk of confusing and disorienting readers.

And confused, disoriented readers are likely to just unsubscribe (instead of taking the time to figure out what’s going on).

That’s why each newsletter needs a framework of “consequences.” Those things that *never*, ever change.

Like a blueprint for a house, each newsletter has a different list of consequences. Generally speaking, they deal with issues like:

• Frequency of mailings
• Content of mailings (general–are you sending a newsletter or an advertisement, what’s the basic topic, etc)
• Who the mailings come from
• Why you send the mailings (to keep in touch with prospects, to sell product, etc)
• General design for content (which articles come first)

The consequences of any one newsletter will vary. (For instance, some don’t stick to a specific schedule, while others cover “random” topics.)

You have to decide for yourself which consequences are appropriate for your readers and which aren’t.

By having both consistency and unpredictability in your newsletter, you’ll give readers a framework–they won’t be confused and disoriented about your newsletter–but you’ll also keep them interested.

Your Challenge: Three *questions* for you today:

1. What promises have you already made to readers (does your *subscribe form* say how often the newsletter’s delivered? etc)?
2. How are you not following through with current consequences (not publishing as often as you said you would? etc)?
3. What’s one consequence you could add to your newsletter that would make a big difference for readers?

This week, decide how you’ll make this new consequence crystal clear to readers. How will you explain it? How will you enforce it?

Members: Talk about this topic in the forum.
Not yet a Newsletter Spa member? Would you like to find out more?

About the Author

Jessica helps independent professionals become Indispensable Experts through powerful publishing programs. She works with clients one-on-one as a newsletter designer and writer and in groups through the Newsletter Spa.

Email Jessica directly, to find out more.

This entry was posted on Thursday, April 28th, 2005 at 10:07 pm and is filed under Consistency, NIF--12 Month Program. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.