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How To Produce Successful Newsletters
Newsletters can be very successful marketing tools but all too often they are boring and uninspired and do nothing for the company’s business or image.
If you want your newsletter to be a powerful business generating tool there are certain guidelines you need to follow.
Set Your Objectives
Before you start, be clear and realistic about what you hope to achieve.
Direction and Tone
You must define the target audience for your newsletter. This will then define the style and tone of the writing and the type of subjects you cover.
Make it Professional
It’s important that your newsletter is well written and looks good. If you’re not confident about your writing skills, employ a copywriter and get a designer to lay it out for you.
Printed or Electronic
There’s a great focus on electronic media these days but people still like to have something they can hold in their hands. Personally I believe printed newsletters are more effective and have more impact than electronic ones – they are easier to interact with and have greater longevity.
Name Your Newsletter
Your newsletter needs a memorable title. Just using your company name and putting in the word News after it is not interesting. Find something snappy that works within the jargon of your industry.
Don’t Sell Too Hard
You want your audience to engage with your newsletter and enjoy reading it. It’s all about connection. If all you do is sell, your audience won’t engage – they will turn off and your newsletter will fail.
As a rough guide, go for the following mix:
40% – information about your company and your products
40% – content relevant to your industry and your sector
20% – human interest stories, competitions, funny stories, jokes etc.
Make sure you write in a conversational, informal manner. Stories are brilliant at engaging readers and immediately personalise the newsletter.
So what content should you fill your newsletters with? The ideas below will get you started and help you to get the right balance.
- Articles about your products or services – This gives you the opportunity to tell people about areas of your business they may not be aware of. It allows you to show your expertise in a relaxed and conversational way.
- Industry news – if there have been any significant developments in your industry that will be relevant to your readers. This will help to position you as experts in your field and the obvious resource within your sector.
- Focus on a member of your team – newsletters are all about enhancing relationships. By giving your readers an insight into both the professional life and the personality of your staff members you personalise your business and develop the relationships.
- Feature on a particular client – you can describe the work you do for a particular client – highlighting the particular services and the benefits you deliver. A feature should also be beneficial for your clients as it highlights their services to your readership.
- Q and A – there are bound to be areas of your business that your readers are uncertain about. The Q and A allows you to educate them in small, bits sized chunks.
- Competitions – competitions are always popular and increase involvement and interest in the newsletter. Giving a first prize and a couple of runners up prizes will increase participation.
- Guest Writer – you might want to consider including an article from a guest writer from a complementary business. This will add additional interest to your newsletter and may well result in the newsletter being distributed to the guest writer’s mailing list as well.
- Include a voucher – including a voucher will add real value to the newsletter and will increase the ROI of the newsletter dramatically.
- Testimonials – including a couple of short testimonials will have the effect of breaking up the areas of text and reinforces the quality of the service you provide.
- Calls to Action – each sales orientated article should finish with a simple call to action – “give us a call for more information; “ go to our website to download the voucher” etc.
So if you put these tips into practice and commit to producing a newsletter on an on-going basis, your will strengthen your relationships and see a significant increase in your sales.
Categories – newsletter, newsletters, company newsletters
Tags – Writing newsletters, producing newsletters, guide to producing newsletters, How to produce a newsletter.