Last week we looked at why you write your newsletters.  This week we’re going to look at ways to entice people to read your newsletter.

Many newsletters go straight into the folder of deleted items and that’s usually because they are boring.  They don’t even tempt us to read it long enough to find an unsubscribe button.  You know the type, don’t you?

So how can you turn your newsletter into something that people look forward to reading?

First of all, toss out all the advice from the guru’s before it does your head in.   It’s all useful information but it’s quite overwhelming, isn’t it?  That can all wait until later.   Right now we’re going to concentrate on just getting started.  (Did I hear a sigh of relief?)

Let’s think about the people you are writing for.  We know two things about them.

1. Firstly, like all of us, they are creatures of habit.
2. Secondly, they usually prefer to be part of a community.
3. People love to know what other’s think about things before they make their own decision.

So how can you use this knowledge to get your newsletters read?

Habit can work for you.

Teach them to expect your newsletter at the same time each month.   Be consistent.

Lay your newsletter out in the same format each time so that they learn to look for the information that interests them in the same place. For example, if you are offering links to resources, you might choose to put it at the bottom of the sidebar.  Leave it there.  Some people won’t read everything you write but they will still benefit from your newsletter if they can find the item they are looking for.

Remember that familiarity and habit go hand in hand.

Community can work for you.

We live in communities because we’re a social species.  We like to know people and what is going on for them.  When you write your newsletter, share a little about yourself and allow people to know you.  It doesn’t have to be personal information; just enough to show that you’re human and you understand what life is all about.  That’s how you’ll establish a connection with your readers that will make your newsletter more personal.

When you write your newsletter, write it for them and not for yourself.  Write to help, not to sell.  Think about what is going on in their lives and what thoughts are running through their heads.  Tap into this and write a newsletter that answers their questions or solves their problems.  Share your knowledge.

What others think.

Have you ever noticed a group at work when they have to make a decision?  There is always someone who leads the pack by making the first decision.  Often, the rest stand around and see what others decide to do before making a choice, and that choice is usually to follow the crowd.

We like to know that we’redoing the right thing and so we are influenced by the actions and opinions of others.  You can use this to your advantage by including testimonials or case studies in your newsletter.  It’s called ‘social proof’ and it hits a home run every time.  Believe me, these stories are like seeds planted into your readers brains.  When the time is right they will germiminate and give your reader the right answer at the right time.  The answer is you.

Your newsletter is a business tool

Yes, your newsletter IS a business tool but perhaps not in the way some people think.  It isn’t about selling,  It’s about connecting and building relationsbips.

Sales will grow out of the relationships you build and nuture.  How will that happen?

Because they READ your newsletter.

So, the ultimate goal for the writing of a newsletter is to get it read.

Before you worry about statistics or slave over creating the perfect headline, get into the routine of producing a newsletter that is filled with the things your client’s want to read.

 

Next week we will look at fine tuning the newsletters you create by using some of that guru advice, but not enough to scar you for life.