As any parent with young children will tell you, kids have no problem asking questions. Even the simplest declaration can set off an avalanche of inquiries that would make the most experienced journalist proud. They leave no possibility unexplored and are committed to revealing every detail.

When writing a story for your email newsletter or blog that requires fact gathering via research or interviews, it is important for us to ask all the right questions as well. I have learned over the last 25 years or so that the most important part of the story-writing process is making sure to ask the questions that your readers would ask if they had the same opportunity.

Of course, we all know about the six biggies – who, what, why, where, when and how – and if those are all answered you should be in pretty good shape. In reality, though, it is not always that simple. Unless you are writing about an upcoming church bake sale, you need to understand the subject as well as possible and then get at the heart of what your story should really be about.

If it is profile of a supporter, for example, don’t waste time asking about resume stuff, ask about what motivates them to be part of your organization. Ask them who they respect. Ask them what advice they would give the next generation of supporters.

Here’s another helpful hint: Listen to what they are saying. It is really easy to write down their answers and move on instead of listening and following up with another question that could shed light on something you did not expect. Many times, that is where the best stuff comes from.

So while I am not recommending that your treat your next interview subject like a parent who just announced the family is going to the zoo tomorrow, I do encourage you to take a moment to think about what you need to ask. Make a list of questions ahead of time that covers all the bases, and then step back and ask yourself what else someone reading this would want to know. Go beyond the obvious to get to the place that allows you to tell a great story.

And that will be a huge step toward making you a better writer.

Other than your mom, spouse and kids (before they become teenagers), do people really know what makes you special? Do your clients actually understand what you bring to the table? Can they see beyond the obvious to the essential value of what you provide? If not, you may have a problem.

In fact, it is the core of this value that should serve as the foundation for the content of your email newsletters.

When you are deciding what kinds of stories to put in your newsletter, it is easy to get caught up in the bells and whistles of your product or service, or focus on stories that simply convey useful information related to your company. That’s fine as long as your real message does not get lost in the shuffle.

What is it that you really sell? For davemail, it is not email newsletters or dependable delivery or even detailed tracking reports. We help clients develop more meaningful, loyal and profitable relationships with their customers through professionally written, edited and designed newsletters.

If you own a tree service, do you really sell tree trimming or is it safety, increased property value and peace of mind? When you strip away whatever it is you use to deliver your product or service, what is it that instills confidence and trust in you and your company? What unique combination of skills and experiences do you possess that encourages customers to choose you over the competition?

Whatever that is needs to be communicated in every newsletter you create. The message of who you are as a company and what you really provide can never be told enough.

For lots and lots of people, creating relevant, compelling content for their email newsletters can be a grind — bordering on downright unpleasant. No matter how enthusiastic one is about their business, it often is hard to come up with three or four good topics — much less actually write about them.

While there are ways to find decent content for your email newsletter from a variety of places that include news sites, Google alerts, blogs and a number of online sources that offer free or low-cost articles on a wide variety of subjects, the best stuff is always going to come directly from you.

The question is how to get it out of you and on to paper (well, if we still used paper).

At davemail, we are all about custom newsletter content, so this is a big issue around here. I am finding more clients like to just get on the phone and talk through the stories. They use our online content planner to get things started, and then we set up a time and they just talk. I do my best to keep them on track and make sure we get the vital information, but mainly, I just listen.

So if you need to get content from a client (or colleague or boss) and they are holding things up, you may suggest a meeting or phone call and let them just talk through their ideas. It is working really well for us and helping to keep newsletters on schedule.

In my business, every day is different, which is a big reason why I like it so much. Over the last two days, I have been writing about the falling price of recreational land in southwest Georgia, the governor’s visit to a local manufacturing company, and the virtues of a new wellness center.

Tomorrow, it will be law enforcement and eye care.

My job allows me to learn a little bit about a lot of things, which can be very dangerous during times when my inner Cliff Claven emerges with one too many “little known facts.” Whether at a business networking event, or facing the temptation of Twitter and Facebook begging me to post an interesting tidbit, I do my best to show restraint. After all, it is in my best interest not to get into a deep conversation about something I really know very little about.

The fact is I don’t need to know a lot about the subjects on which I write, because it is my job to find the people who do, ask them the right questions and then make it understandable and even compelling to the reader. That is what writers do. That is what we get paid (a little bit) for.

Whether it is an in-house marketing manager or an outsourced writer or editor, using experienced communications professionals really does make a difference. Especially when times are tough, small-business owners and managers should stick to what they do best and find the right people to help where needed.

It allows them to stay focused on their business. And it helps people like me look smarter at parties.

Dave Fiore is the founder of davemail.

Your email newsletters can be cool, flashy and colorful – with lots of links and social media gadgets – but none of that matters if we are not giving them something useful to read. With apologies to Elvis and LeBron James, content is king – at least in the world of effective communications.

While the davemail writing team is here to help (a lot), the ideas for your newsletter articles are generally going to come from you. So where are the best places to find good, usable content that will compel your readers and help build stronger relationships? Here are five places to start looking:

1. Stuff you already have. Your Web site, brochure or other materials that tell your story will provide great nuggets for short newsletter articles.
2. Web sites that serve as resources for good info on subjects of interest to your readers. (Note: You can link to online content only when you grab a snippet and link to the original source. You can not use someone else’s work without permission.)
3. Online news stories on subjects related to your industry. You can sign up for Google Alerts on any subject and you will receive relevant news links in your inbox every day.
4. Blogs written by industry experts or people who care about the same things your readers do.
5. Your brain. Write something original, or jot down some bullet points and let the davemail team polish it up a bit.

Always put yourself in your readers’ shoes.  Would you want to read what you are sending out? If the answer is not yes, then we have some work to do!

Have other ideas? Please share.

A client emailed me last week to ask how I decide the right questions to ask when interviewing a subject for a profile piece. She was concerned about focusing too much on his accomplishments at the expense of exploring the more revealing aspects of his life. She rightfully wants her readers to really know the person, not just be familiar with his resume.

People profiles, whether for an email newsletter or academic journal, often are the most difficult stories to write. That’s because an experienced writer is always looking for a good hook that will make the reader care enough to finish the story (or at least read past the headline), and they are not always easy to find. Sometimes, it takes a little digging.

First, get the basic info with a Google search and by simply asking an assistant for a current bio – that way you can skip the questions about their hometown, college and the boards on which they sit. You may want to break the ice with an easy question – maybe about what they are doing now and why they enjoy it. Then, once you have them talking, you can start working on what you are really after.

The goal is to gain insight into what makes the subject tick. In this case, the person is being honored for his leadership activities, so start by asking why he is so committed to his chosen organizations and what he has gained from serving as their leader. Ask what makes a good leader. Ask what he learned from serving others and why he encourages others to do so. Ask what advice he would give younger leaders. Ask how being a leader has changed him over the years. Ask him why he kept saying “yes.”

Of course, you may not need to ask all those questions, but you get the idea. Get them talking about their passions, and the story should write itself. People who love to lead usually love to talk – so let them.

Dave Fiore is founder and CEO of davemail.