The Truth About How To Write Good Marketing Newsletters
Imagine reading a newsletter that doesn't give you any introduction at all or give you any idea of what the principal topic is.
Would it make sense? For most people, there should be an invitation to the story telling; it should not start right off like that.
It is almost like reading a story that starts in the middle of the fourth chapter.
Eventually you catch up, but it takes a lot of effort and for a while you truly feel like you are lost.
Marketing newsletters, especially those that are written by new marketers or by organizations that want to personalize themselves, do this all the time.
They neglect that you have to be invited in and that your story is not such that everyone is waiting with baited breath to hear what you have to say.
You have to supply the people what they want, but first you have to have what the people truly want.
Has someone ever asked if you wanted to hear a story? You say yes because you are polite or because you are curious or whatever the rational ground.
If the story is a bang-up one, you are glad that you said yes and listen to every single word.
But if the story is a bad one or not the story that you thought it was going to be, you tune out about midpoint.
You tell others not to listen to the terrible story because it was not what you thought it would be or it was boring or repetitive or whatever.
On the other hand, if you are reading a superb story, one that has excellent and doable, relatable info, you want to tell everyone that they need to read it! The same is true for newsletter articles and stories.
If you are going to breathe life into multilevel marketing, for instance, then you have to really do that.
Don't use a teaser headline and then veer off into some weird, totally unrelated topic.
If you have several articles in the same newsletter, then there should be a theme that connects them to one another in some way.
Perhaps your newsletter might discuss research and demographics one time and the next should be about the need for superb content.
If you are going to split up the topics and have two of one topic and two of different, you should have a little introduction that explains that this is going to happen and maybe a little bit of an explanation.
And your newsletter should end with a little bit of data about yourself so that everyone knows who the story was written by and why you are the person to tell the story in the first place.
Would it make sense? For most people, there should be an invitation to the story telling; it should not start right off like that.
It is almost like reading a story that starts in the middle of the fourth chapter.
Eventually you catch up, but it takes a lot of effort and for a while you truly feel like you are lost.
Marketing newsletters, especially those that are written by new marketers or by organizations that want to personalize themselves, do this all the time.
They neglect that you have to be invited in and that your story is not such that everyone is waiting with baited breath to hear what you have to say.
You have to supply the people what they want, but first you have to have what the people truly want.
Has someone ever asked if you wanted to hear a story? You say yes because you are polite or because you are curious or whatever the rational ground.
If the story is a bang-up one, you are glad that you said yes and listen to every single word.
But if the story is a bad one or not the story that you thought it was going to be, you tune out about midpoint.
You tell others not to listen to the terrible story because it was not what you thought it would be or it was boring or repetitive or whatever.
On the other hand, if you are reading a superb story, one that has excellent and doable, relatable info, you want to tell everyone that they need to read it! The same is true for newsletter articles and stories.
If you are going to breathe life into multilevel marketing, for instance, then you have to really do that.
Don't use a teaser headline and then veer off into some weird, totally unrelated topic.
If you have several articles in the same newsletter, then there should be a theme that connects them to one another in some way.
Perhaps your newsletter might discuss research and demographics one time and the next should be about the need for superb content.
If you are going to split up the topics and have two of one topic and two of different, you should have a little introduction that explains that this is going to happen and maybe a little bit of an explanation.
And your newsletter should end with a little bit of data about yourself so that everyone knows who the story was written by and why you are the person to tell the story in the first place.
