Why Don't You Have a Newsletter?

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Newsletter

Don’t answer that question. You’d probably say –
  • you don’t have time to put together so much content
  • you wouldn’t know what to say on a regular basis
  • you don’t think your customers would regularly read a newsletter from you

Is It a Newsletter or Something Else?

Those reasons are understandable. So why not change what you call it. In other words, don’t call it a newsletter. Perhaps then you won’t be so intimidated about writing it. In addition, your readers won’t attach any negative feelings they might already have about boring newsletters.

Instead, call it a weekly, bi-weekly, or monthly email. Doesn’t that sound much easier to put together? This email will be in addition to ones about new products, and its function will be to produce ‘know, like, and trust’ from your readers.

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Treat Readers and Customers Like Friends … to a Point

This email/newsletter should be newsy and personal. Share who you are with your customers, and they will look forward to receiving and reading your emails. Start emails by sharing stories about –
  • your daily activities
  • your goals for the week
  • awards or honors your children won
  • the damage your new puppy did to your expensive new shoes
In short, tell them the kinds of things you’d share with friends. Your readers will know and like you better and better with each email.

Obviously, there’s a line that divides personal from intimate. Don’t cross into intimate details.

Checking email

Educate Your Readers and Customers

This section should be the focus of your email/newsletter, but once again, it should be written in a friendly tone. This is the section that will promote trust in your readers.

Whatever your product is, do a search online for tips on using it. Find as many as you can and save them in a folder on your hard drive. In your daily online activities, you’ll come across other tips. Save them in the same folder. These tips provide you with the material you can use to educate your customers.

Do it in a newsy, friendly way. For example, you can say something like this:

‘I ran across a great tip when I was online the other day that you might like. The writer suggested that product A can be made more effective by doing process X. I tried that out and it really worked. In fact, I took it a step further and added Y and Z.’

When they receive your regular emails with valuable information and nothing for sale, they’ll trust you when you send an email that does sell something. And more importantly, they’ll be more likely to buy from you because you’ve already demonstrated your trustworthiness.

End with a Question

The end of your email/newsletter should invite further engagement. Ending by writing ‘Let me know if I can help’ or ‘Let me know if you have any questions’ is not going to get your readers to respond.

Instead, end your email with a question.
  • Does this application work for you?
  • Does this tip make sense to you?
  • Will you apply this tip in your situation? If not, why not?
To sum up, make sure your newsletters disguised as emails showcase your personality, are easy and fun to read, and are full of valuable information.

Are you going to commit to sending out regular emails/newsletters like this? When will you start?

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Author: Kate Benzin

Author: Esraa Emad

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