New book helps managers get results from newsletters

(PRWEB) March 16, 2000

For immediate release

March 14, 2000

Contact: Robert F. Abbott

Telephone: 403-948-7774

Fax (toll-free) 1-877-406-9673

Email: abbottr@managersguide.com

New book helps managers get results from newsletters

When Mr. Smith opens his mail, he finds a newsletter with his

electricity bill. Another newsletter comes with his bank

statement. What's the point? Does he read them? If he does,

how does the company that sent the newsletter benefit?

And, that is the point. A newsletter must influence how

readers think or act, if it is to provide a return on the

time and money that went into creating and publishing it.

A focus on influencing readers and getting a return sets A

Manager's Guide to Newsletters: Communicating for Results

apart from other books about newsletters. "This is not a book

about writing, editing, layout, or desktop publishing," says

author Robert F. Abbott, "Instead, it helps managers plan,

supervise, and evaluate newsletters."

"Don't start writing or designing until you have your

strategy and tactics planned," says Abbott. For example, he

explains that while it's fine to have objectives, you've only

done half the job if you haven't put those objectives into

terms of reader responses.

And, after publishing you should be able to quantify the

results you get. So, one complete chapter of A Manager's

Guide to Newsletters: Communicating for Results is

dedicated to analyzing and measuring the financial

sides of customer, employee, and member newsletters.

Abbott founded The Newsletter Company in 1991, and since then

has worked with sales, human resource, and other managers to

publish custom newsletters. He says, "A Manager's Guide to

Newsletters: Communicating for Results fills a big gap in our

knowledge about newsletters. Several excellent books discuss

editorial issues, but so far there's been nothing about

managerial issues. And, ultimately, newsletters are all about

managerial issues and purposes. "

A Manager's Guide to Newsletters: Communicating for Results

Publisher: Word Engines Press

ISBN: 0-968-3287-1-7

Prices: $49.95 US, $59.95 Cdn. + GST in Canada

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