Give readers of your newsletter the information, intimacy, and interactivity they crave.
Publishing a newsletter is the ideal way to reach your target market. How far your reach extends depends on the type of experience you create for your readers.
By giving your subscribers a value-laden, benefit-rich experience you can create a newsletter with a loyal and eager following of dedicated readers.
Here are three powerful things you can do to create the type of experience your readers demand:
1. Let Your Readers Get To Know The Real You
My favorite inbox messages have a personality. The personality of the writer behind the words is what captivates my attention.
Every writer has a unique style, and when it is allowed to flow freely it can be quite contagious. Let the real you come through in your words. Let your style flow from your heart. Just be yourself and talk directly to your subscriber.
An effective technique is to visualize yourself writing to just one person. This person should fit the profile of your target group. If you’ve properly identified the wants and desires of your audience, you’ll find your writing style becomes more natural and flowing.
By using this model you discover the power behind the word “you”. You can never use the word “you” too much. You know what I mean?
This approach works even if you are the editor of a corporate or institutional publication. Your own voice is more effective, and affective, than an anonymous, ghost-like corporate voice. You’ll discover that the personal approach helps to bridge the gap between a reader and an otherwise impersonal entity.
2. Provide Solutions That Help People Reach Their Goals
Your readers subscribed because you made a promise to deliver something of value. You must consistently deliver goal-oriented value to keep loyal readers.
You do this by giving people the tools and information they can use to make their own informed decisions. By creating an environment which seeks to inform, rather than sell, you establish a lasting rapport and an atmosphere of trust.
To put this into practice, deliver the value aspect of your message in the form of word pictures. Tell a story drawing on your personal experience and show how you were awakened to a solution. Paint a picture with words to describe the benefits or pitfalls you found by following a particular path.
Publishers who do this are regarded as trustworthy experts. Consequently, they create a following of subscribers who buy products and services based solely on a recommendation.
It is noteworthy, and should come as no surprise, that affiliate commissions are highest among those who use the products they recommend. They are in a position to comment first-hand on the benefits and solutions available in owning the product.
3. Let Readers Interact With Your Newsletter
You engage people more fully by allowing them to participate and interact with your newsletter. This interaction lets you take the pulse of readers and find out what’s important to them. This personal interaction metric, combined with your analytical data, allows you to comprehensively tailor your content and marketing efforts more effectively.
Here are some ideas to get your readers involved:
• Invite your readers to respond to a short survey question. Provide a set of two or three responses from which they can choose by clicking on the appropriate link.
• Encourage reader feedback and invite people to post their comments. Respond to all correspondence and follow-up afterwards to ensure satisfaction.
• Respond to customer comments and questions within your newsletter. This lets your reader base know that you’re responsive to their needs. It establishes you as an expert in your field, thereby enhancing the worth of your company as a source of credible information.
Put the above principles to work for you and see if you notice a difference. Just keep in mind your reader’s desire for goal-based solutions, and let your must-read newsletter be a source of must-have value and must-get benefits. You can’t lose!
ABOUT THE AUTHOR
Brett Krkosska provides how-to advice on small business and home-based work issues. He is the founder of HomeBizTools and the publisher of Straight Talk, a syndicated column that offers a unique perspective on today’s business issues.