Line Gazette

What's in a name, the name of the newsletter?

When I wrote a plan for my e-mail newsletter, the development of a name was an important part the planning process.

To develop it, I have a strategic approach. In other words, working backwards from my goals, which in the name of the newsletter, the help me achieve these production goals. Of course, you might consider whether other methods …

Other Newsletter Name Methods

For For example, the two-column menu method. Take a word from column A, say the company name and a word from column B, perhaps one of the standards like Gazette, or Chronicle or Times. This gives us a utilitarian name like The Acme Gazette newsletter (assuming Acme) is the name of the company.

Then there are readers used. They work also for staff newsletters and member newsletters because readers participate in what they feel they are part of the newsletter.

Or how about the clever method? Using brainstorming and creative thinking, the result is a clever play on words or concepts.

And then there's the benefits approach, a good Tactic for customer newsletters. Take the product name is a word or phrase that describes its most important asset, and you have a high potential newsletter name.

The Strategic Newsletter Name Method

But I decided that the strategic approach to use based on the objectives, and that was considered appropriate, since this Newsletters side would explore strategic organizational communications.

The newsletter has three objectives:

1. Support sales of my Book, A Manager's Guide to Newsletters, by the readers of the book website

2. Creating additional streams of revenue by selling ads in the Newsletter and

3. Linking my name (Abbott) with the idea of strategic communication.

Let's start with an easy target 3, which calls for establishing an association between my name and the concept of strategic communication. So, my last name, at least, she can name in the newsletter.

Second, each newsletter or e-zine name should be some functional information. In this way, readers get an immediate idea of its content. Objective 3 refers to the communication so the word "communication" should be in the title.

That helps me in connection with the target number 1, as you have noticed, the subtitle of the book is for communicating results.

But it should say, communication, or more specifically strategic communication? Obviously the latter describes the contents more closely, But the newsletter is sent by e-mail, so shorter is better. Secondly, the idea of strategic communication is a relatively rare one, and might reduce advertising sales (the second Goal).

Focusing on objective 2, it helps if the nature of the medium (in this case) for a newsletter is instantly recognizable. But, I call it a newsletter, or should I call it an e-zine, which refers to an online newsletter or a magazine?

I prefer 'newsletter', because my target audience of executives composed, who spend a limited amount of time online, and can not know what "e-zine" means.

But is the length of the newsletter, the word "a Problem because we want to change the name in the subject line of an e-mail reader. So instead of "newsletter", I just went with writing. "That makes a certain degree personalization, because writing a one-to-one relationship suggests.

Pull the pieces together I end up with the notification letter from Abbott. I think meets all the objectives and the name aptly describes a newsletter that examines how managers can use communication to achieve their goals.

If you Search for a newsletter name, think strategically, before making a final decision. Not all newsletter names have the same potential.

Download three free chapters from Robert Abbott’s book, A Manager’s Guide to Newsletters: Communicating for Results; it’s the first step toward creating a powerful and sustainable newsletter: http://www.managersguide.com/free-sample.html (and they will help you develop a strong newsletter name, too!)

Gazette – 絲 ito subs + translations (eng)