Feed Strategy - September 2019 - 27

FeedStrategy ❙ 27

2

Keep it marketing free

Some believe newsletters are ideal places for
marketing. This is a recipe for failure as nothing
destroys attention like a poorly placed marketing
pitch. If you need to communicate your marketing
materials, either mail or attach the relevant leaflet,
but do not include it inside your newsletter; that is
just bad taste. Of course, you can and should talk
about new advances and developments regarding
your products and services, but without using a
sales angle.

3

Keep it coming

Do not post a newsletter only when you have
time to write it. Decide on a normal publication
time and dedicate time, labor and effort to produce
it on time. Pick a date, the last day of each month
for example, and send your newsletter out saying,
"Here's what happened in our company last month."
You must make your presence a constant in the lives
of your readers, otherwise they will forget about it.

4

Keep it interesting

5

Keep it valuable

Here I have in mind a specific newsletter that is
the very definition of boring. The reason is simple:
It always talks about one single product, from every
possible angle. I don't know anything about the
company, its people, its activities - in fact, I do not
even remember the company's brand name. I just
delete the newsletter as soon as I see it in my email
box. So, variety is key in keeping interest alive and
revolving. This is an ever-changing industry, and it
needs fresh material.

Newsletters are about the activities, products,
people, etc., of a specific organization. If you are
selling pig feed only, then there is no reason to write
about the problems faced by beef cattle feeders,
right? Correct. But you can write about other topics

of pig nutrition that do not pertain exactly to your
products. There are so many problems out there, and
providing some valuable and certainly no-stringsattached information can and will vastly improve
your image in the minds of your readers.

6

Keep it readable for everyone

7

Keep it flowing

If it is a printed newsletter, then use large
enough font size so people without an eagle's-eye
view can read it. Not everybody is still 25 years old
and, in fact, your readers are probably much older
than that. So, do not fall in the trap of reducing font
size only to squeeze more material in. Less is more,
as long as readers take the time to read it. And
nothing deters readers more than very small letter
size. Even internet-based publications have learned
that a crammed page acts as a sure deterrent to a
non-captive audience.

Everybody can write. Each day, we all write
countless emails and text messages, but again, to a
captive audience. When it comes to a non-captive
audience, then writing needs to conform to different
norms. Your short story about something needs to
be written in a way that readers take it in a single
breath. It needs to flow without distractions. And,
speaking of which, grammatical errors and typos
stop the flow of reading.
As a closing remark, I would like to say that an
editor and a writer are two different species. One
cannot replace the other and both are needed. A
technical or businessperson - or anyone who has
any kind of valuable information - is not necessarily the best candidate to write down
such information in a way that attracts
and maintains the interest of readers, let
alone pass along a subtle message. Think
again about your own newsletter and the
reason you want to have it. ■

Ioannis Mavromichalis, Ph.D., is an animal nutrition industry consultant. To contact, Mavromichalis,
email imavromichalis@icloud.com.
September 2019 ❙ www.WATTAgNet.com


http://www.WATTAgNet.com

Feed Strategy - September 2019

Table of Contents for the Digital Edition of Feed Strategy - September 2019

Feed Strategy - September 2019
Contents
In the Mix
Industry Happenings
Top Feed Companies: 102 companies rise to the top in 2018 Report highlights global compound animal feed manufacturers producing volumes over 1 million metric tons in 2018.
5 regulatory considerations for EU feed manufacturers
EU aligns biosecurity measures to contain ASF
Marketing nutrition through your own newsletter
How do the nutritional values of wheat compare to corn?
7 ways to prevent acidosis, bloating in dairy cows
Broiler feed form, particle size assists performance
Products
Advertisers’ Index
Feed Strategy - September 2019 - Feed Strategy - September 2019
Feed Strategy - September 2019 - CT2
Feed Strategy - September 2019 - Cover1
Feed Strategy - September 2019 - Cover2
Feed Strategy - September 2019 - Contents
Feed Strategy - September 2019 - In the Mix
Feed Strategy - September 2019 - Industry Happenings
Feed Strategy - September 2019 - Top Feed Companies: 102 companies rise to the top in 2018 Report highlights global compound animal feed manufacturers producing volumes over 1 million metric tons in 2018.
Feed Strategy - September 2019 - 5 regulatory considerations for EU feed manufacturers
Feed Strategy - September 2019 - 6
Feed Strategy - September 2019 - 7
Feed Strategy - September 2019 - 8
Feed Strategy - September 2019 - 9
Feed Strategy - September 2019 - 10
Feed Strategy - September 2019 - 11
Feed Strategy - September 2019 - 12
Feed Strategy - September 2019 - 13
Feed Strategy - September 2019 - EU aligns biosecurity measures to contain ASF
Feed Strategy - September 2019 - 15
Feed Strategy - September 2019 - 16
Feed Strategy - September 2019 - 17
Feed Strategy - September 2019 - 18
Feed Strategy - September 2019 - 19
Feed Strategy - September 2019 - 20
Feed Strategy - September 2019 - 21
Feed Strategy - September 2019 - 22
Feed Strategy - September 2019 - 23
Feed Strategy - September 2019 - 24
Feed Strategy - September 2019 - 25
Feed Strategy - September 2019 - Marketing nutrition through your own newsletter
Feed Strategy - September 2019 - 27
Feed Strategy - September 2019 - How do the nutritional values of wheat compare to corn?
Feed Strategy - September 2019 - 29
Feed Strategy - September 2019 - 30
Feed Strategy - September 2019 - 31
Feed Strategy - September 2019 - 7 ways to prevent acidosis, bloating in dairy cows
Feed Strategy - September 2019 - 33
Feed Strategy - September 2019 - 34
Feed Strategy - September 2019 - 35
Feed Strategy - September 2019 - Broiler feed form, particle size assists performance
Feed Strategy - September 2019 - 37
Feed Strategy - September 2019 - 38
Feed Strategy - September 2019 - 39
Feed Strategy - September 2019 - 40
Feed Strategy - September 2019 - 41
Feed Strategy - September 2019 - Products
Feed Strategy - September 2019 - Advertisers’ Index
Feed Strategy - September 2019 - 44
Feed Strategy - September 2019 - Cover3
Feed Strategy - September 2019 - Cover4
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