One of the best strategies for authors and speakers is still the good ol’ newsletter (print and email versions). But, maybe you think newsletters are passé. Or, maybe you tried writing a few, then gave up when they didn’t create the income or bookings you wanted.
Don’t be too quick to pass judgment on newsletters. The problem may lie in the way you write them. Ask yourself, do you write “newsletters” or “you’s-letters”? In other words, does the content of your newsletter focus primarily on you? Or, do you use your expertise to write articles that genuinely help readers? If you’re guilty of writing “you’s-letters,” then you could be hindering your marketing campaign.
It’s easy to mistake the word “newsletter” as meaning a written review of the latest news in your life or organization. But, in reality, no one is interested in taking their precious time to read about how good you are, where you went on vacation, or the new products you’re trying to sell. Instead, your readers want to know how you can improve their life personally, professionally, or spiritually.
So, if you want to improve your marketing, don’t write “you’s-letters.” Instead, write newsletters that make your readers glad they received it. Below are some tips to make your next newsletter better:
Don’t be overly promotional.
The key to any good newsletter, which even many pros lose sight of, is that your content should NOT be blatantly promotional. If you provide helpful information, then you’ll be engaging in powerful “soft” promotion, because readers will come to depend on your advice and respect your expertise. As you maintain a reputation for helping readers, then you can advertise your products and services. A good rule-of-thumb is make 75% of the newsletter about your audience and only 25% about you or your products.
Write a brief, audience-focused article.
A good feature article for a newsletter only needs to be around 500 words. Don’t overwhelm your readers with a long-winded essay. Use bulleted lists to make reading easier. Plus, pack the article with helpful information. Utilize your expertise to help people solve a specific problem. If you need good article ideas, search through your books and speaking presentations for practical content.
Highlight your benefits.
Remind readers how you can help them with a short list of statements explaining the benefits you provide. Write brief sentences that explain what sets you apart and why your message is so beneficial. List phrases that communicate the “life-change” your message creates.
Once you’ve provided helpful material for your readers, finish your newsletter with testimonials, featured products, upcoming events, or personal updates (don’t forget your contact information). Remember, when it comes to marketing, it’s not about you. Make your audience excited by avoiding “you’s-letters” and sending great newsletters.