Learn how to write an e-newsletter to make your potential customers more accessible.
April 1, 2020
7 minutes of reading
Comments expressed by Businessmen the contributors are their own.
The following quote is by Robert W. Bly’s Content Marketing Handbook. Buy it now from Amazon | Barnes & Noble or Click here to buy it directly from us and SAVE 60% on this book as you use the code MARKET2021 through April 24, 21.
Even you building brand awareness, create leads or create direct salesThere are two ways to sell your products and services to newsletter subscribers. One is to place small online ads in regular issues. These ads are typically hundreds of words long and include a link to a page on your website where subscribers can read and order the product. The other way is to send independent email messages to your subscribers, again promoting a particular product and a link to your website.
My newsletter, Direct reply (www.bly.com/report), not the most successful or widely read on the planet. But the marketing results and subscriber comments tell me my shortlist creation recipe – including copy and layout, it took me just an hour or two per issue – to work. I want to share the recipe with you, so you can create your own powerful newsletter – on your own computer, in just one morning or afternoon.
When reading a newsletter for free (instead of the one they pay for), people only spend a little time on it before deleting it. Hence, I use a quick read format designed to let subscribers read online as soon as they open it.
In this format, my newsletter always contains five to seven short articles, each with only a few paragraphs in length. Each article can be read in less than a minute, so it never takes more than seven minutes to read the entire issue, although I suspect most people do. I recommend not just having the title and description one line of the article, with links to the entire content of the article. That forces your subscribers to click through to read your posts. Make it easy for them.
How do you write these small articles for electronic newsletters? Here are some suggestions from marketing expert Ilise Benun of Marketing Mentor (www.marketing-mentor.com):
- Think of yourself as a conduit. Your job is to pass on useful information to people who can use it.
- Pay attention to questions, problems, and ideas that arise when you’re doing your job or interacting with a client.
- Turn the lesson (or lessons) into a tip that you can share with your network via email, email, or even in a simple conversation.
- Raise the problem or situation as an introduction to your tip. Distilled until the end of its essence.
- Then give the solution. Make sure you put in some action steps to take. Readers especially love something they can use right away.
- Describe the results or benefits of using these solutions to provide some incentive to take action. If there are tools they can use to measure results, give them a link to the websites that offer these tools.
- Includes tips reader can be used without doing any work: phrases they can use verbatim, built-in clause, checklist, form, etc.
- Lists webpages and other resources the reader can access for more information.
Need more ideas on what and how to create a newsletter that readers love? Copywriter John Forde offers the following advice:
- Your readers are smarter than you think. Even while educating or providing information, never talk to them. And never think that they won’t notice when you have not done your homework.
- Your readers prefer stories to event lists. You will find it a lot easier to grab their attention by including multiple perspectives of human interest in the articles you write.
- Your readers expect infrequently. The deeper you can engage your readers, the greater the relationship between your editor and your readers, the more they will recommend your newsletter to friends, and the longer they will stay active in the submission list your mail.
- Faith encourages action. The more readers trust you, the more they truly value your message, and the more likely they are to take the action you suggest.
- Your readers expect emotion. Getting personal means getting emotional. But be careful in two ways. First, be passionate about your position, but don’t be crazy. Second, good writers fully express the levels of emotions over time (fear, greed, anger, lust, frivolity, etc.). You cannot fake this. But also don’t stop it in your newsletter copy.
- Consolidate the old, introduce the new. When you are writing a newsletter, you are almost always “preaching to the choir”. That means a lot of your copy will appeal to the opinions and principles that you and your readers have shared. But with just that much, you have to make sure that you introduce, amplify, and illuminate a new direction for them to take. By repeating the core ideas, you reinforce your readers’ good feelings about your newsletter. However, by saying something new, you also provide understanding.
Post ideas for company newsletters
Here’s a checklist of 20 article ideas to help you identify topics with a high level of interest from your readers that can promote your company or train potential customers:
- Product story. New products, existing product enhancements, new models, new accessories, new options and new applications.
- News. Co-operate, mergers and acquisitions, new divisions, new departments and other corporate news. Additionally, industry news and analysis of events and trends.
- Advice. Tips on product selection, installation, maintenance, repair and troubleshooting.
- Tutorial articles. Similar to the tip, but with more detailed instructions. Examples: how to use the product, how to design the system, or how to choose the right type or model.
- Case history. In-depth or concise, report the success story of product application, success of service, and so on
- Everybody. Corporate promotions, new hires, transfers, awards, celebrations, employee profiles, customer profiles, human interest stories (unusual jobs, hobbies, etc. ).
- Milestones. “1,000th unit shipped,” “1 million dollar sales”, “10th anniversary division”, etc.
- Sales news. New customers, bids accepted, contracts are renewed and customer satisfaction reports.
- R&D. New products, new technologies, new patents, Technology awards, inventions, creations and breakthroughs.
- Articles of explanation. How a product works, industry overview, and background information about apps and technologies.
- Customer stories. Customer interviews, photos, news and customer profiles, customer articles about their industry, applications, and positive experiences with suppliers’ products or services.
- Photo with caption. People, facilities, products and events.
- Column. Presidential letters, editorial letters, guest columns and usual features like “Questions and Answers” or “Tech Talk”.
- Manufacturing story. New technique, equipment, raw materials, production line success, detailed explanation of production process, etc.
- Community issues. Fundraising, special events, arts support, scholarship programs, social responsibility programs, environmental programs and employee and business engagement in local / regional / national events family.
- IT story. New computer hardware and software system, improved Information Technology and its benefits to customers, new applications and explanations of how the system serves customers.
- Service. Fundamentals of company service facilities, case history of outstanding service activities, new customer service, new hotline, etc.
- History. Articles about company, industry, product and community history.
- Interview. With key employees of the company, engineers, service staff, etc …; with customers; and with suppliers (to illustrate the quality of the raw materials that go into your product).
- Advertisement tricks. Content, quizzes, quizzes, games and cartoons.
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