| in a name, a newsletter name? | | | | calls for building an association between my name |
| When I wrote a plan for my e-mail newsletter, | | | | and the concept of strategic communication. So, |
| developing a name was a critical part of the | | | | my last name, at least, should go into the |
| planning process. | | | | newsletter name. |
| To develop it, I used a strategic approach. In | | | | Second, every newsletter or e-zine name should |
| other words, worked backward from my | | | | include some functional information. That way |
| objectives to produce a newsletter name that | | | | readers get an immediate idea of its content. |
| would help me achieve those objectives. Of | | | | Objective 3 refers to communication so the word |
| course, you might also consider other methods... | | | | 'communication' should get into the title. |
| Other Newsletter Name Methods | | | | That also helps me connect with objective |
| For example, the two-column menu method. Take | | | | number 1; as you will have noted, the subtitle of |
| a word from Column A, let's say the company | | | | the book is Communicating for Results. |
| name, and a word from Column B, perhaps one | | | | But, should it say communication, or more |
| of the standards like Gazette, or Chronicle, or | | | | specifically strategic communication? Obviously the |
| Times. That gives us a utilitarian newsletter name | | | | latter describes the content more precisely, but, |
| like The Acme Gazette (assuming Acme is the | | | | the newsletter will be distributed by e-mail, so |
| company name). | | | | shorter is better. Second, the idea of strategic |
| Then there are reader contests. They work well | | | | communication is a relatively uncommon one, and |
| for employee newsletters and member | | | | might reduce advertising sales (the second |
| newsletters because readers get involved, making | | | | objective). |
| them feel they're part of the newsletter. | | | | Focusing on objective 2, it helps if the type of |
| Or how about the clever method? Using | | | | medium (in this case a newsletter) is immediately |
| brainstorming and creative thinking; the outcome a | | | | identifiable. But, should I call it a newsletter, or |
| clever play on words or concepts. | | | | should I call it an e-zine, which refers to an online |
| And, then there's the benefits approach, a good | | | | newsletter or magazine? |
| tactic for customer newsletters. Take the | | | | I prefer 'newsletter' because my target audience |
| product name plus a word or phrase that | | | | is comprised of managers, who spend a limited |
| describes its most important benefit, and you've | | | | amount of time online, and may not know what |
| got a high-potential newsletter name. | | | | 'e-zine' means. |
| The Strategic Newsletter Name Method | | | | But, the length of the word 'newsletter' is an |
| I decided, though, to use the strategic approach, | | | | issue, because we want the name to fit in the |
| which builds on objectives, and that seemed | | | | subject line of an e-mail reader. So instead of |
| appropriate since this newsletter would explore | | | | 'newsletter,' I went with just 'letter.' That also |
| the strategic side of organizational communication. | | | | adds a degree of personalization, because letter |
| The newsletter has three objectives: | | | | suggests a one-on-one relationship. |
| 1. Supporting sales of my book, A Manager's | | | | Pulling the pieces together I end up with Abbott's |
| Guide to Newsletters, by directing readers to the | | | | Communication Letter. I think the name satisfies |
| book's website, | | | | all the objectives, and aptly describes a |
| 2. Creating additional streams of revenue by | | | | newsletter that explores how managers can use |
| selling ads in the newsletter, and | | | | communication to help achieve their goals. |
| 3. Associating my name (Abbott) with the idea of | | | | When you start looking for a newsletter name, |
| strategic communication. | | | | think strategically before making a final decision. |
| Let's start with an easy one, objective 3, which | | | | Not all newsletter names have the same potential. |