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A Manager's Guide to Newsletters: Communicating for Results

Abbott, Robert F.

Editore: Word Engines Press, 1999
ISBN 10: 0968328717 / ISBN 13: 9780968328712
Usato / Quantità: 1
Da Nearfine Books (Brooklyn, NY, U.S.A.)
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Titolo: A Manager's Guide to Newsletters: ...

Casa editrice: Word Engines Press

Data di pubblicazione: 1999

Condizione libro: very good


Gently used. Expect delivery in 2-3 weeks. Codice inventario libreria 9780968328712-3

Su questo libro:

Riassunto: How to start and manage a newsletter that influences the way readers think or act. A Manager's Guide to Newsletters: Communicating for Results is the first book about newsletters to focus on the managerial issues: planning, administration, and evaluation.

Dall'autore: This is the first book, as far as I know, to look at newsletters from a managerial, rather than an editorial or design perspective. Where other books might sum up objectives for a newsletter in a page or two, this book dedicates seven chapters to newsletter strategy and tactics, all focused on helping organizations and readers achieve their objectives.

The managerial perspective focuses on two critical issues: why you want to publish a newsletter, and why your target audience would read it.

Strategically, if you want to influence the thoughts or actions of your target audience (usually why we publish newsletters), then articulate your objectives as reader responses to your messages.

Tactically, decisions about the subjects you choose, how often you publish, and the number of words or pages should all reflect the reader responses you want.

You'll see lots of advice about writing and designing for newsletters, but the success of your newsletter depends more on the strategy and tactics -- the WHY questions -- than on your words or visuals. You'll find a path through those why questions in A Manager's Guide to Newsletters.

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