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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

Top tips for successful newsletters

  1. Get sign up first. However lovingly worded and beautifully designed, if they didn’t ask for it, it’s spam.
  2. Be brief. People are busy. Even scrolling down too far is too much. One page max.
  3. Grab their attention. Headlines matter. Newsletter 73 isn’t going to get anyone rushing to click, but a great offer just might. Be careful though. We all love a bargain, but too many once in a lifetime sales make you look desperate.
  4. Use your voice. Newsletters need to follow your brand guidelines, in a tone of voice that matches the rest of your communications. So no text speak if you’re a firm of solicitors, and no stiff formality if you plan parties. (Actually, no stiff formality anywhere. Straightforward, honest and warm covers most bases).
  5. Reward. People on your mailing list are your special customers. Make them feel part of an exclusive club and they’ll reward you with loyalty. Money off deals work, but so does information. Letting your favourite customers in on the news before the rest of the world makes them feel important.
  6. Get the timing right. Once I signed up for a diet newsletter and they mailed by twice a day. Way too much. Once a year, and your customers might have forgotten who you are. (Unless you sell Christmas trees).
  7. Share success. Letting your clients know about your latest award makes them feel happy to be associated with you. It’s an affirmation that they might the right choice in working with you. We all like to be right.