Greetings,
Of course, I couldn't resist making a mistake in an issue that was all about how not to make mistakes. But I did say "to err is human."
The Web Tips in the July issue was about a feature that allows signed comments in e-mail replies. Oops. I forgot to mention that the capability is in Microsoft Outlook. So people with all sorts of other systems were frustrated because they couldn't find "Tools," "Options." Sorry!
We got kudos for the article on proofreading. Several people mentioned another technique from the old days--reading the piece backwards. It does help you catch pure typos, but doesn't do a thing for contextual errors. This technique is great if you don't have spellchecker, but that's pretty rare these days.
In the current issue, there's more about the feedback we got from the last issue, including some tips about effective newsletters. The second article extols some really neat technology that can actually take you where you want to go.
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What Works
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 Ever mindful of the obesity of your e-mail inbox, in the July issue I asked whether I should keep Web Words at two articles a month or slim down to one. The result was a gratifying and unanimous bid for continuing two articles. A few kind souls did assure me that one would be OK if I was occasionally too overwhelmed. So, two it is.
Feedback
Perhaps you're interested in knowing what kind of a response I got to this request for feedback. I heard from 11 people--more than 1% of the mailing list. It's about what I expected, and I'm pleased with the response. Some made suggestions you'll see elsewhere in this issue. Others brought a smile, like this from Mary McKitrick of MCM Voices.
"I always read your entire newsletter. You're right, there are a lot of e-newsletters out there, and many of them are really long and don't put much effort into their appearance. They're more like a regular e-mail with lots of large bright blue links--an instant turn-off. Your focus is always on the reader, your writing is good and it's succinct. Your layout is good. So all those things invite me to read it all."
Actually, besides the warm fuzzies, Mary keys in on the success elements for any electronic communication--effective writing and good design. Succinct and to the point are winning formulas every time. Mary also forwarded an e-zine that had effective writing and good design, but went on forever, missing the second part of the formula.
I get most of the individual e-mail feedback from each issue within the first 24 hours. I savor every message and create a Word document each month for all the comments. Usually they are positive, so I sometimes dip into them for encouragement when things aren't going my way.
Graphics, too
Services like Constant Contact allow us to dress up our e-mails to make them pleasing to the eye as well as informative to the mind. Our client Peter Coombs of FRONTLINE Training & Development recently forwarded one that missed the mark. He said the first issue of the newsletter had a photo, good colors and interesting copy. But the second one "is all over the place graphically. Plus no compelling content."
So what happened? First, it sounds as if the e-zine got rushed out the door to meet a schedule. If it's worth doing, it's worth doing right. And then, curiously, it sounds as if the author didn't copy the format from the first issue to the second. You've heard me say this before, but one of the reasons there's a steep learning curve in e-zine publishing is that you've got to get the format set in the first issue. After that, it should be easy to keep the words and pictures up to snuff.
So keep those cards and letters coming, folks. And remember to make sure your newsletter provides value, pleases the eye and is entertaining. |
| Computer on Wheels |
Actually, it's many computers on wheels, also known as a new Toyota Prius. Now I need you to grant me a little poetic license here, because strictly speaking, the new hybrid car doesn't have anything to do with the Web. It's true that I'll download audio from the Web for my MP3 player, which I'll listen to in the car. But I don't even have an MP3 yet.
"I Love this Car"
I did a little Web research on the car, but not a whole lot. Instead, I did my investigation the old-fashioned way. I went up to people in parking lots (we can do that in the Berkshires), and asked how they liked their Prius. The response was always the same, "I love this car." Then they went on to punch the display on their screen and coo about their current gas mileage--usually between 45 to 50 miles per gallon.
Really, that did it. I wanted all-wheel drive on the new car, but I caved in to those fuel-efficiency figures. Being technology buffs, my husband and I did go for the full technology package--navigation system, MP3 and Bluetooth (where do they get these names?) The Bluetooth enables husband Will to make and receive phone calls through the car's audio system and built-in microphone, keeping him legal in the states of New York and Connecticut and safer everywhere. Now I need to get a new phone. The navigation system is fancier than our earlier portable one and seems to adjust to changes of our route with greater ease.
But the real difference is the information screen that gives constant feedback on driving efficiency. If we're really good, our battery fills right up to the top with green bars. Otherwise, we get blue (no relation to the tooth) and if we're positively naughty, it's purple. This means danger. I did see that once when I got confused and parked the car without actually turning it off.
Learning Curve
I'm a fan of the keyless feature. I walk up to the car with the keys in my purse, and I can open the door without inserting the key. Even neater, I don't need to put the key in the ignition at all. Just touch the brake, press Power and I'm good to go.
I love driving the car, too. It turns on a dime, has good pickup and is comfortable to drive. Being short, I like sitting up high. The rear visibility takes a little getting used to, but I got comfortable with that in a few days.
We've had the car for over two weeks and still haven't begun to figure it all out. Will and I take turns making discoveries and then sharing our latest ah ha's with the other. There are two large manuals that are nearly impossible to understand, like most technology information.
It's kind of neat having a red computer. And when I'm really into fantasy, I can even pretend it's a sports car. It's as close to one as I'm ever going to get.
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| Web Tips |
 Thanks to Rich Couture for this Web Tip. He says, "When someone doesn't have a husband to proofread an article or e-mails, there's an automated solution.
"To the rescue is ReadPlease 2003 from ReadPlease Corporation. Having the computer read your text aloud will catch grammatical errors and sentences that just don't sound right."
You can download their free product from the site and also get a free trial of ReadPlease Plus 2003 that sells for $59.95. Be sure to order the free trial when you download the free product. I tried to go back and generated an error.
The free version definitely sounds like a computer, but it gets the job done. |
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And Finally . . .
Shawenon Communications collaborates with small businesses, solopreneurs, professionals and not-for-profits to get their messages across in the written word.
We specialize in electronic communications, including e-zines and other forms of e-mail marketing, and Web site content. We also ghostwrite articles and other business communications. As a business partner, we offer Constant Contact's e-mail marketing service.
Thanks for reading. If you liked this issue, please click on the Forward email button below to share this newsletter with others.
You're also welcome to reprint material in this newsletter as long as it is unaltered and credited to the author. If being reproduced electronically, the following link must also be included:
www.shawenon.com
Sincerely,
Susanna Opper
Shawenon Communications
413-528-6494
Copyright © 2007 Shawenon Communications.
All rights reserved. |
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Heads Up!
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Summer's almost over (sigh!) and it's time to get back to business.
That means more intros to e-zine publishing. Sign up now for the next session, Tuesday, September 25 in Alford. It's fun and free!
If you'd like a session closer to you--
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