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Compelling Newsletter Content Clicks with Readers |
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The goal of any newsletter is to keep readers coming back again and again, and the best way to hook them is with well-written, one-of-a-kind content. We suggest you create your own and stay away from the packaged stuff you get from a service or article directories. You can find that fodder all over the Internet, and that’s all it is—just filler. People like to feel special, and readers are simply starved for original content that speaks to their needs about what’s going on in their business and personal lives.
That’s why the kinds of newsletters that really stand out are the ones that provide true value to readers and steer clear of a heavy-handed sales pitch. Your mission is to put the “news” in a newsletter, so it needs to be informative, packed full of useful articles, tips, trends, best practices and success stories—so take it easy on the promotional pieces!
Consistency Counts
People like predictability, because it primes us for knowing exactly what to expect. And that’s why the most successful newsletters are ones that consistently fulfill our expectations. Weekly, monthly or quarterly, like clockwork, they show up in our inboxes. We can create a similar expectation and response to content by developing regular columns that readers look forward to one issue after another.
Notes from the editor, FAQs or Ask the Expert columns are ideal for stirring up a little interaction with your readers. For quick take-aways that people can put to use on the spot, nothing works better than quick tips and spotlighted best practices. Case studies offer practical examples of success stories and strategies that your prospects will devour. And you get to toot your company’s horn in a very soft and subtle way that promotes the value of your products or services. The real meat of the content will be your feature articles. Be sure to tap clients and outside industry experts—they're a rich source to mine original content, and it will take some of the writing burden off your own internal staff.
You’ve Got to Have Style
When it comes to creating engaging content, style is almost as important as substance, so don’t be afraid to infuse your writing with flair and genuine personality. Nothing turns a reader off more than boring writing, so do everything in your power to avoid turning your newsletter into a sedative.
Our best advice is to think conversationally when beginning to write. Adapt a personable, friendly tone and use the kinds of phrases and expressions you’d use in everyday conversation. Feel free to inject a little humor, but there are definitely limits, so be mindful of crossing the line. By putting some pizzazz into your writing, your publication won’t just get noticed—it might even develop a following that draws more prospects to your one-of-a-kind style.
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