HOW TO WRITE

Are you still not sending out a regular newsletter to your followers? Are you under the impression they are old school and therefore not effective? Do you think that nobody reads them – just because you might not?

Think again! Here is quote from Entrepreneur (August 2016)

“Email marketing works 40 times better at getting customers than Facebook and Twitter, and compared to social media, it offers 17 percent higher conversion. The secret to success is making every email count. Email not only converts better than the most popular social media, but people spend up to 17 percent more when they do buy.”

– Aaron Agius

Email is still on top when it comes to generating revenue, but you have to be strategic. You build relationships with your followers via your social networks, and you turn them into customers with your newsletter.

Let’s go through the infrastructure of an effective newsletter together. This is a structure that I have used, and coached my clients to use for years and it works

Greeting – Be Personal

In your greeting you want to share something that is non-related to your product or services. Talk about you, something that inspired you recently or something in the news. This warms people up and like a letter connects on a human level. Steer clear of controversial topics that will isolate certain readers – stay neutral.

Here are some suggestions to get you thinking,

• Vacation/current trip
• Something that interests you / a theme of fun, beauty, art, etc.
• Whatever you are currently reading or listening to
• The latest TV show you’re watching on Netflix or a movie you have seen

Post photos of these personal touches on your Facebook, Instagram, Twitter, Pinterest, or blog, etc.

Guts – The Body of the Newsletter

Now you can get into talking about your current project(s). Fill your followers in on what you’ve been up to. Do you have an exciting announcement, a talk or workshop or panel coming up? Are you writing? Brainstorming? Fundraising? Remember people love and connect to stories, so tell them yours.

Getting – Put Readers Into Action

This is the most critical part of the newsletter as it is what you are leaving your readers with. This section is known to marketers and savvy business people as a Call to Action or a CTA. I have read countless newsletter that left me cold without asking me to do something. Don’t let this be you!

Examples of Calls to Action For Community Building

When you are getting started with your newsletter send a few that do not ask for money.

• Encourage them to follow you on Twitter

• Invite them to like your Facebook Fan Page

• Have them watch a video of you on YouTube and subscribe to your channel

• Give them incentive to comment on your blog

• Suggest they review you on Amazon

• Invite them out to hang with you at a bar, club, coffee house, art show, conference, etc.

• Send them a survey to fill out or a contest to participate in

Examples of Calls to Action For Money (once you’ve developed rapport)

• Invite them to an upcoming appearance

• Invite them to purchase your product online

• Direct them to your crowdfunding site

• Sell something!

There should only be one Call to Action per newsletter.

Readers will get confused and end up choosing nothing if they have more than one choice.

A Note About Subject Lines

Keep your subject line short and sweet; no more than 55 characters!

Generic comes off spammy. Studies show that including the reader’s first name in the subject line grabs their attention and increases your open rate (the amount of people who open your email).

Most newsletter management programs can easily insert first names right into the subject line. Consult with yours on how to do so.

Send Newsletters Regularly & Consistently

It’s crucial to send out your newsletter letter on a consistent basis. Give your followers the opportunity to look forward to hearing from you!

I recommend sending out your newsletter once a month. This gives you an entire month to come up with content. And keep in mind that some months may feel more exciting than others, so choosing a theme that you can thread throughout each newsletter will stop the doldrums.

Separate yourself from others who never hold themselves accountable, and stick to a consistent schedule; your fans will notice.





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2 Responses to “Cyber PR’s Three G’s – GREETING, GUTS & GETTING – How To Write An Effective Newsletter”

  1. Jesse Crosby-Mantey

    Thanks for sharing this great post, it explained all my why’s and how’s on newsletters. What’s your take on sending newsletters with embedded videos or audios?

    Reply
  2. Valerie Orth

    Great tips, thank you! Do you have an example of the personal greeting – and how that would lead (not awkwardly) into the “Guts” section?

    Reply

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