Newsletter Writing and Where to Place Your ‘Main Article’
Writing a newsletter is not as easy as you think, otherwise more companies would be doing it! Learning how to produce a newsletter is a skill that can pay huge dividends. In this posting I’m going to talk about the ‘main article’ of a customer newsletter.
The main story of a newsletter is typically found on the front page. The main article is one of the most important stories in your newsletter. As the lead “work stuff” article, this is usually where you will write about your products and services. Take note that when you write about your products and services, it is important to do so in a way that does not appear to be selling your customers anything. Remember, your customers expect to read information, not sales brochures.
One way to achieve this balancing act is to tell other customers’ success stories. Share how a customer benefited from using one of your products or services and, if possible, include a customer testimonial and evidence of the benefit received.
The main story on the front page is also a good place to tell your customers what else you do. Keep in mind that customers usually begin a relationship with you based on a single transaction. Unless you’re the greatest sales person in the world or have the most unbelievable follow-up program, chances are very good that your customers are unaware of the many other products you sell or services you provide.
I want to give you another big secret on why monthly customer newsletters are so effective. It is because you are marketing and communicating with people who are already buyers.
Put your main article in the same place every time and make it easy for your readers.
Special note: No article, including the main article, should “continue” more than once, or at all, if possible. Don’t make your reader constantly flip through the pages to finish reading an article.
As I mentioned earlier, effective newsletter writing is a skill that can pay huge dividends in terms of more repeat and referral business. However, don’t make the mistake that many companies make by writing your newsletter all about boring ‘company stuff!’ Your newsletter will produce much better results if it has the proper balance.
If you struggle with writing newsletters that your customers, clients, and prospects actually like to read, then check out my wildly popular ‘Done-for-You’ No Hassle Newsletter program called Success Advantage 2.0! Not only do we provide ready to use newsletter templates, I also offer my ‘Concierge’ newsletter printing and mailing service!
