Picture this. On a Tuesday, instead of doing your usual consulting job, you wear the shoes of one of your target market prospects:

You wake up and turn on the TV. Five loud, annoying ads from various companies interrupt the news you try to catch before heading into the office. While getting in your car, your cell phone rings with a telemarketer asking for financial support, even though your phone is supposed to block those kinds of calls. Now in the office, you turn on your computer and find an e-mail box filled with 100 new messages; most of those messages are junk, despite your company's policy about Spam. In your current position, you have a tight budget and will only allocate funds to a sound solution that lets you cross off one of the problems on your list. So far today, none of this info competing for your attention has impressed you.

Now think about your marketing program. Does it stand out amidst this sea of potential attention-stealers?

The key to cutting through this day-to-day chaos is changing your marketing “preach”—how your products or services are better; how your products or services are cheaper; how your products or services reduce costs—to captivating solution speak from a knowledgeable source to make your prospects and customers' work-world more efficient.

Make a Positive Impression

One of the first ways is to help ensure this kind of impact is making a positive impression on your customers and prospects immediately, every time you market to them. This may seem like common sense, but it can be a major challenge when vying for their attention in this age of technology. The following tips will help further your company's image as a positive player in the industry and enable you to get and keep your readers' attention through e-newsletters. Use these methods to help your customers and prospects break through the clutter of their jam-packed e-mail boxes in a respectful and responsible way.

Be Compelling

The most obvious way to get your readers' attention is before they even begin to read your e-newsletter. When you hone your subject line writing skills enough to get past their “delete” instinct, you must also hold them with your e-newsletter's contents and style.

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Hank Stroll (Hank@InternetVIZ.com) is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.

Tamara is a writer at InternetVIZ and is available for freelance work.