It’s very likely that you already receive countless “Newsletter” emails from various sources, perhaps daily. In fact, some of these you probably find very annoying. Have you already decided that you would rather NOT include a newsletter in your company’s repertoire of online communication? Especially since you already provide your audience with a plethora of useful info through other social media – like Facebook, Twitter and maybe even YouTube?
What makes a newsletter interesting for the audience anyway? And why are email lists so valuable? In fact, let us share that newsletters are actually essential even if your business already uses blogs, articles, tweets, and videos to reach them.
The trick is to remember that all your audience and customers care about is WIIFM, What’s in it for ME? If you use that guideline and a few tips, below, you’ll be one of the few ezines they welcome and turn to over and over.
To begin with, interesting newsletters offer additional content otherwise unavailable through your various media feeds. Whether this additional content involves deals, news, reviews, or information, it should always be presented in a more personal way, than you would offer on other feeds. But how can you make a newsletter personal?
- To begin with, remember that this is a conversation. So write in a way that is familiar, friendly and begins with a warm greeting.
- Keep in mind that your audience is busy – so cut to the chase quickly. Stick to the facts, tips and need-to-know info for right now.
- Remember WIIFM. This isn’t where you update them with your accolades and awards, unless that’s a credential builder that will matter to them. THIS is where you teach, support and inspire closer relationships and perhaps offer a discount.
Why are newsletters valuable? To begin with, this allows you to collect your audience’s email address, which not only gives you a way to contact them on what feels like a more personal level, but also gives you the ability to offer sales or new products directly to them, any time. And that is a valuable fact to keep in mind.
In fact, email converts higher than any other platform, except face to face – leading to more sales and higher responses to calls to action than almost anything else you can create. So be useful, be purposeful and be sure to create a newsletter that you, yourself, would enjoy reading.
Until next time,
Yours truly,
Tommy Antonopoulos, Blogger for OfficeTime
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