Writing a Killer Competitive Intel Newsletter

Hosted by: Adam McQueen

Adam is joined by Matt Tyrer, the former head of competitive intelligence at Commvault and founder of The Competitive Corner. He are two takeaways from their conversation.

1️⃣ Consistency breeds familiarity, familiarity brings people back for more 1️⃣

Send your competitive intel newsletter on a regular cadence — on the same day of the week, at the same time. That’s the first element of consistency for you to tackle.

The other is the format of your newsletter. Even though the intel changes every week, the more you keep a familiar structure to the newsletter, the more likely your reads are to come back for me.

“The most important thing is making it easy for your users to find what they’re looking for. If you have a consistent structure to your newsletter, you’re accomplishing that goal.”

Beyond consistency, your newsletter absolutely has to include a section that explains the relevance of the intel to your readers. Why does it matter? And why should they care?

Matt’s last piece of advice? Give your newsletter some personality and have some fun with it. Theming your newsletter — and even your entire program — pays dividends.

Learn how to knock your own competitive intel newsletter out of the park with our Competitive Intel Newsletter Guide & Template 👇

2️⃣ Give your execs what they want 2️⃣

Mature compete programs send multiple competitive intel newsletters. Often because they found out pretty quickly that teams beyond front-line reps have a vested interest in tapping into competitive intel.

Your executives want intel too — but a different kind of intel and insights than your other teams. In Matt’s experience:

“They like to know if there’s been any major executive changes in the in the market. Any M&A related activity, and earnings calls.”

A one-off change in leadership might not be critical information to share. But a slew of departures could suggest internal turmoil.

Execs want to know who’s in charge in their competitors’ orgs. Your competitive intel newsletter is a vehicle to help keep them up to speed.