I know that a lot of you write newsletters, blogs and brochures aimed at your patrons, so I thought I'd point out a recent article that might be of some help to you called How to Write Sales Literature That Sells. Written from a business perspective, it's not hard to translate into library-ese. Here are some of the salient points (translated for your reading enjoyment):
- Keep in constant communication with your patrons--Use your points of contact and advisory boards to uncover common questions and concerns.
- Put your main points in headings and subheadings--Patrons won't linger long.
- Show that you understand your patrons problems, and how you can fix them.
- Include captions with your photos--People will read them.
- Use specific examples of how others have benefitted from library services.
- Give patrons extra incentives--If a patron turns up at an event you mention, maybe they can get a coupon for your coffee bar or a sneak peek at a new tool.
Libraries are more than just collections of books and other materials. Libraries are dynamic forces in their communities with the power to improve lives. Modern marketing demands that librarians look beyond their traditional roles ("outside the book") to find new ways to connect with people and further their success.
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