You want to start strong and the way to do that is to make a personal connection with your readers. While there are many ways to make that connection in each issue, your first issue is where you set up expectations about the value you'll provide. It's often the point at which subscribers choose to stay or go.
Here are some things you might want to include: Write your introduction to your ideal client.Acknowledge that this is your first issue and that you appreciate your readers' attention.Tell readers what they'll be getting and how often. Outline the benefits of staying subscribed.If you have added your customers and business contacts to your subscriber list without their express permission, acknowledge that you have done so and why you have. (For example, you might say that they have bought something from your store, or you met at a networking event.)Tell readers that it's easy to unsubscribe via the footer in this and every email.Ask for feedback and suggestions…
A wrap-up article is a logical and unique grouping of pieces of content where the grouping provides value to the reader beyond the individual pieces on their own. You might think of it like a themed gift basket.
There are several reasons we need to be creating these wrap-up articles. They... serve as a great resource - valuable information grouped togetheruse commonly searched keywords and phrases (good SEO)encourage deeper readingare often faster to createprovide a process to repurpose past contentremind us of what we've written and provide inspiration to write more
Wrap-up articles serve us better than just about any other content we might create. Of course, we have to be creating content on a regular basis to be able to wrap it up.
There are lots of different ways to group pieces of content: by topic - e.g. content idea generation, writing tipsby use - e.g. how-to, conceptual, tipsby thing - e.g. infographics, videosby user - e.g. for beginners, for expertsto conclude a series -…
We tell our new clients that the newsletters we design for them will be completely unique. Part of being unique is making a personal connection with your reader. Here’s our best advice about how to make your newsletter more personal and distinct.
1. Write a personal introductory note. Share news and give teasers for the content to follow. Inject your personality. Your writing may be more informal here.
2. Insert your signature as a graphic. Sign a blank piece of white paper and scan it - first name only. Use a pen or marker that matches your branding.
3. Use a good photo of yourself. You want this photo to look like you now, not 5 years ago. Dress as you would when you meet contacts in person. Incorporate your brand colours into your clothing if possible. Keep in mind that the direction you are facing in your photo will determine where it goes in your newsletter, you don’t want to be facing off screen.
4. Use your own photos. Instead of common, often overused, internet photos, create you…
Have you noticed a sudden flurry of emails recently? Here are a few examples I've received:The nail technician who I haven't heard from since before the pandemic suddenly shows up telling me she's open for appointments. But not a word earlier about the interruption of service.The leadership consultant who I also haven't heard from since before the pandemic shows up with a newsy, here's-what's-been-happening-in-my-world email that didn't even ask how I'm doing. This was followed by an email every two days to promote her new program.And then, there are those people who have been collecting email addresses via online forms for years but have never sent a newsletter... until now. I've been hearing from people I'd long forgotten about.It's not suddenly a good idea to be sending newsletters! It's been a good idea for a long time.Respect your subscribers. Realize they are real people. Have an ongoing relationship with them. Give them something …
Wouldn't it be great if I had a magic bullet for you? The thing is, if I did, everyone else would be sending their newsletter on that day and it would no longer be magic. What I can do instead is give you some suggestions to help narrow it down.
Is your schedule dependent on others?
For example, if you're a real estate professional, you'll want to send your newsletter after mortgage rates have been adjusted so you can include that information. If you plan to curate content from certain bloggers, and they all post in the middle of the month, you don't want to plan your newsletter for the first week. Think about what, if any, information in your newsletter is dependent on others and plan around it.
Send when your contacts are using their email.
This means that if your contacts are opening your newsletter at work, you want it to arrive during a workday. And you typically don't want this to be right after a weekend or holiday when clearing out the inbox is a priority. S…
Writing a series of articles is a great way to connect related content together. It is also an attention-getter, encouraging readers to subscribe or return for the next installment in the series. And it can be a showcase for demonstrating your expertise on a particular topic.
A topical series of blog posts should be planned in advance to maximize its effectiveness. Here’s why: The finished series will flow more easily from one post to the next when you’ve created and edited a bullet outline of the entire series in advance.You can determine your link strategy and execute it seamlessly.You can promote the upcoming series in advance to generate interest and anticipation.Suggested Workflow to Create Your Series Determine your topic and create your series outline.Create and post some teasers on social media with a call-to-action to subscribe.Determine your link strategy and gather all relevant links. Paste them into your outline or create a separate text doc to put them all into.Write and p…
I've been talking to a lot of people lately about creating and organizing their content for various purposes and places. In the process of conducting a recent lunch and learn on the subject, I collected lots of tips and ideas, and here's a good one.
Share your opinion about someone else's article or on a hot topic under debate in your industry. If you're good at what you do, you will have lots of opinions. Telling people about them will really define your unique selling proposition. It also makes you a leader in your field.
This doesn't have to be about claiming someone else is wrong. It can also be about agreeing with them and offering more info or expanding on the subject.
Of course you have to keep up with your reading and research in order for this strategy to work. Current is key.
In preparation for our office party this year, I wrote a poem. Then I gathered together the things I would need to have a party with Romeo and Danielle. (The Temptations were for Romeo, the phone for Danielle, and the coffee for me.)
Romeo, my cat, is used to hearing me talk out loud as I proofread and he was unusually excited about hearing the poem.
Danielle, who lives several time zones away in Saskatchewan, also works alone (and helps me out lots) so I invited her to my office party by phone. It was a good move because she's a master at rhyming words.
After much anticipation, I started to read the finished poem aloud to them. As you can see in the photos above, I had their full attention.
Ode to a Midnight Blog Silent night, late at night,I've still got my blog to write. My laptop propped up on my bed,I'm hoping ideas will fill my head. Yawns escaping, eyelids drooping,Neck is stiff, my thoughts are looping. My brain is sore, I think some moreAbout what the heck I'm doin…
There seems to be some thinking that getting people to read to the bottom of a newsletter is a most desirous goal. And, if getting people to read to the bottom (read the whole newsletter) is so important, isn't putting the really good stuff at the bottom the best way to make that happen? The short answer is that it doesn't matter. Oh, the placement of content matters but whether someone reads to the bottom doesn't... at all. If you think it does, you are thinking about your newsletter strategy all wrong. It's all about your reader finding value in opening your newsletter. That value might be in the form of useful information or it might be interesting reading or both. And it definitely shouldn't be hidden away at the bottom. In fact, it should be immediately obvious. Having readers discover value in hearing from you regularly is the goal. It doesn't matter how much they read. Your readers aren't thinking, "I have to read through all this other stuff befor…