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ENews Jewels
December  2006 - Vol 2. Issue 12


wreathMake it Simple. Make it Seasonal.

Is your topic in sync with the season?

It's December 21st. Would it be weird if I start telling you about my summer vacation to the RI seashore? Read this and then you can tell me if it's weird or if it's welcome.

It's the time of year when we bring our blankets and our books to spend a day by the bay. Can you smell the salt air? People are in Bermudas and bikinis. They stroll peacefully. Waves gently brushing the shore and seagulls flying about provide the sound effects. I love the feeling of the hot sand.

What do you think?

Does it sound odd because it's currently not THAT time of the year? Is it out of context? Would you wonder if I was dipping into the egg nog a little too early? Sure it's been 50 degrees outside, but come on! This is December in New England. There's almost nothing peaceful about it. At this time of year, we're accustomed to hearing about cooler weather and the holiday season. We're used to hearing information that we can use now or if it isn't for us now, it might be of value for someone we know. For most people, seasonal information is most useful in season. Otherwise, if we get information out of season, we tune it out.

As a business that's the last thing you want your client to do. You want people to find your information valuable and timely. You want them stand up, take notice and tell others. You want to connect with them, not turn them away.

When the content is out of sync with the season, you have to work harder to connect with people. You need more time to draw them in. You will spend more time explaining yourself. Your descriptions will need to be more detailed. In some ways, it's like explaining a joke. You wouldn't have to work that hard if you told the joke at the right time of year (when we were in the right groove or the holiday mood). If you need more time to explain, there's a greater chance you'll loose them.

An example of a seasonal E-Newsletter is the Bistro 44 (at the Bedford Glen Hotel) published the early December edition of it's E-Newsletter. It included an invitation to Breakfast with Santa, a New Year's Eve event in the hotel, a small piece on showing appreciation through holiday office gatherings, and a yummy recipe for Lobster Ravioli.

Draw them in with tips and tricks that they can use now. You will get people's attention. Make it simple. Make it seasonal.


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  The Pinney Family


From my family to yours, it is my pleasure to extend my sincere wishes for a healthy, happy and prosperous new year.

  Wishing you and yours a most joyful holiday season!


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