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How newsletters should be done
On August 23, 2005 by Jamie Madigan
In the course of researching various products and services, I've found myself subscribed to a variety of newsletters. Most of them are just annoyances, but a colleague of mine (well, I worked for him once while in grad school) owns a consulting firm in St. Louis called "EASI-Consult" and they've figured out how to put out newsletter that I not only read, but look forward to. The trick, amazingly enough, is to provide useful content that draws people in. Shocking.
For example, the current newsletter contains two brief articles related to selection and assessment. The first one is about the perils of using tests, such as the Minnesota Multiphasic Personality Inventory, that could be considered medical exams and thus be subject to all related the complications and restrictions. The second article debunks several common myths regarding the setting of cutoff scores for employment testing. There are other articles, too, as well as press releases and pitches for their consulting service, but the latter two are far from annoying given the useful content that preceeds them.
I wish more companies did this kind of thing. It's a great way to demonstrate expertise rather than just claiming it.
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