Jana Schilder

Newsletters, Client / Customer Communications

 

Front covers of CN Magazine, 1997 to 1998. The publication was sent to 26,000 CN employees six times a year and featured articles on business metrics, culture change, communication, customer case studies, the results of corporate research, and employee profiles.
Front covers of CN Magazine, 1997 to 1998. The publication was sent to 26,000 CN employees six times a year and featured articles on business metrics, culture change, communication, customer case studies, the results of corporate research, and employee profiles.

We’ve unlocked the secret to getting newsletters and marketing communication material read and acted upon

There’s a reason why newsletters – both e-mail or traditional print – have such low readership: It’s because they’re not written with the reader in mind.

As a result, organizations talk to themselves – and wonder why they put all of the time, effort and resources into creating something so unproductive.

Too often, newsletters aren’t written with the reader in mind.

At First Principles, we’ve unlocked the secret to getting B2B newsletters read and acted upon – driving visitors to your website and generating new prospects. It’s finding timely topics that haven’t been covered elsewhere, and telling readers why they should be thinking about ways the subject may affect them. That’s why we use the reader’s language, not insider jargon or “board room bingo” words and phrases all too common in business.

Our unique approach produces results:

  • An internal publication we created was so successful the CEO had it reprinted and sent to shareholders of the company.
  • A monthly e-newsletter we created and wrote for a B2B service business went to 30,000 opt-in subscribers from under 5,000, and within 18 months each issue was producing three new business leads and one new file.
  • Conferences and events we produced and staged are rated consistently as “A” and “B+” by guests, and build business by generating unsolicited requests from people to be added to the invitation list for the next event.
  • By replacing a catalogue of brochures with a regular business trends magazine, we played a key role in repositioning a business, increasing its revenue and profits.

We help clients use newsletters and client or customer communications tools to talk with their audience, not at their audience.