If you send out a regular newsletter what do you put in it?
Many people think that a newsletter is an opportunity to tell people what’s going on in their business? It’s not. Let’s be honest are YOU likely to read an incoming newsletter that kicks off with:
- A new team member
- A move to new premises
- A new product or service (unless you can see the benefits to you)
- A big contract won
- The designer décor that’s just been completed in your workplace
No, I thought not. It may be what the newsletter owner considers ‘news’, but it’s not of interest to anyone outside their organisation.
If you’re thinking ‘it’s hard enough coming up with content for our newsletter – now you’ve just made it much harder’ here are some ideas that ARE likely to interest your audience.
How to …
Share your expertise and explain something your potential clients will find useful. This could be a series of numbered tips, a step-by-step outline of a process, a list of things you need to do something with. These are all helpful – providing you know what your clients want and stick to delivering something around that.
A topical take
What in your industry – or that of your target audience – is in the news? What’s your take on it? Is it being unnecessarily complicated – and can you cut through the complexity? Is it something people should be taking notice of – and why – or can they safely watch from the sidelines for now?
A case study
Take your best client and tell their story. What was their problem and what was the pain they were experiencing from it? What solution did you put in place to fix it? What was the outcome?
Best of all – include a quote from your client (with their permission, of course. This provides third party validation – always valuable.
If you offer something that makes a significant difference to your clients, explain what happened before this was available and how organisations have benefited (or will benefit) from applying it to their business.
This is not an excuse to get technical, in fact, quite the opposite – explain things in simple terms that a layman can follow. Focus on the benefits.
Lead with value
Your first article should always deliver value in some way. Don’t be tempted to start with a chatty intro, most people simply tune out and many won’t get past this. Get stuck into the meaty bit and keep your reader.
If you’re writing good blogs – use one as your starting point (I usually put in the first 2-3 paragraphs and a read more button linking to the blog on my website).
If you have a special offer or something you are promoting, by all means add this as the next item, but keep it short and sweet.
Remember it’s likely to be read on a mobile device so even 3 paragraphs can seem long.
Get the habit of noting down anything that occurs to you at the time that would make a good lead for your next newsletter – because when it’s time to write, you’ll probably have forgotten about it!
As with everything you write, while you’re scribbling (typing) away, keep thinking ‘what does my audience want?’