Wednesday, January 25, 2012

Succeed being Estimable

So far in the series weʼve talked about the importance of structure, usefulness, clarity and convenience. If youʼve spent any time focusing on these points while compiling your email marketing campaign and newsletters, youʼre ready to see some results of how youʼve made your material estimable.

The worthy goal of having your work be estimable is, simply put, to create something reputable or honorable.

Try this exercise. Think of some published works (anything in print) and identify whether they are worthy of respect. By way of natural deduction, youʼve probably already identified several that are not as well. Look over your list of those deemed honorable and those not. What separates the two? What identifiers stood out that caused judgement one way or the other? Your answers are your guide.

Let me add to your list of considerations the word charming. At first this may seem odd, perhaps even a bit quaint - a charming newsletter you may ask. But if you truly understand charm you canʼt help but make the association. You see, the simplest definition of charm is bringing out the best in others. And that is what your newsletterʼs end game should be.

Thinking of others and how to bring out the best in them
unlocks potential. It is the catalyst for action; the very
path to making something estimable.
Letʼs put this into a visual example. Picture in your mind a beautiful jewelry box, very ornate and detailed. It taunts you with the possibility of treasures within. You donʼt just want the box, you want whatʼs inside it too. Now think of your newsletter. It is the jewelry box. Youʼve spent a great deal of time creating it, detailing it and filling it with items of value for your recipient. But did you remember to give them a key to open it?

Charm is the key to your box. Thinking of others and how to bring out the best in them unlocks potential. It is the catalyst for action; the very path to making something estimable. It inspires one to reach new heights, to stretch abilities and expound on possibilities for growth.

Forget generals - general audiences, general topics, general mediocrity. Start thinking specifics. Think of individuals, their needs and their potential. This is the way to estimable success.

Other articles in this series:
Structured
Useful
Clear 
Convenient