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Five things your newsletter needs

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A good newsletter is a great communication tool. A dull one goes straight into the trash. Here’s how to make yours stand out.

Think about why you’re producing the newsletter. If it’s just because you think you ought to, the chances are it won’t succeed. Newsletters are a great way to keep in touch with customers, reward clients, share knowledge, demonstrate expertise, convert warm leads into sales….so make up your mind what your goal is before you start.

Having a clear aim in sight makes it much easier to create relevant content that targets your readership and makes a real connection.

Authenticity

Chances are your business isn’t the only one offering your services. True uniqueness is rare. But it will have qualities that make you different from your competitors, and these need to shine through in your newsletter. Create content that spotlights the way your service is different. Demonstrate how your particular focus helps your clients.

Voice

Write it well, in a voice that reflects your brand guidelines. In practice this probably means finding a designated person in your business to write it every month, or outsourcing it to a good copywriter. (What is doesn’t mean is passing it round the office so that everyone can write their bit.) Consistency, accuracy and style count.

Brand

Newsletters have a privileged position in your communications toolbox. Your clients have signed up for it, they’re already interested in you. But just because you’re preaching to the converted it doesn’t mean you can churn out any old sermon. Treat the newsletter with as much attention to your brand values as you would your website, or special marketing campaign.

Design

Invest in design – just because they’ve signed up for it doesn’t mean they’ll read it. A good designer will work with your writer to make the content engaging, accessible, and easy to navigate They’ll work together to create headlines that draw people in, and make sure the page is balanced and reader-friendly.

I can help you get started with your newsletter. A new perspective is often helpful when you’re trying to define goals and identify brand strengths. Or I can write it for you. Do call if you think I can help – 07985 015300

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