Guest Author - Kristin Peoples
This is the question that every newsletter writer ponders as they begin to craft the product. You won’t please all readers, but pleasing a majority of them is important. Here are some tips to help you answer the question.
Consistency
Consistency is key to keeping your subscribers. If they never know when your newsletter will come out, they will lose interest quickly. They will perceive that it is not as important to you to send timely information and go elsewhere for their information. In addition, if you say you have a weekly or biweekly newsletter, you must maintain that schedule. You cannot change it up because you are going on vacation or you don’t feel well. Your readers have an expectation that they will receive the newsletter on a certain day and you must do what you can to get it there. For example, I subscribe to a weekly writer’s newsletter. Although I like the information it provides, I never really know when it comes out. I believe that it is supposed to be on Fridays, but sometimes it skips a week or comes on a different day. Having your newsletter arrive on time as schedule makes you consistent and reliable. If you are selling services on your newsletter, it is a direct reflection of how you handle administering services.
Hard Sell
This is a tricky tip. Most people put together a newsletter with the hopes of establishing subscribers and having a base to sell. Make sure you do not overpower your readers by adding hard sales to your newsletter or sending out random sales opportunities. If the item you are trying to sell is not within your niche, it’s best not to send it to them. Don’t think that they are waiting for you next product to buy. Put some time in between the items you sell or you could lose a few.
Topics
Make sure your topics are geared towards your niche and expertise. Don’t give in to putting in everything but the kitchen sink because it’s a great idea. Your customers may get turned off by receiving information they are not expecting. Your topics show your readers that you care about what you put into the newsletter and care about what they read.
Enjoyment
Your readers signed up for your newsletter because you indicated that you would provide something they enjoyed. It may be your style of presenting the information. It may also be that you get the information out quickly so they can be the ‘first’ to know something.
Great graphics cannot make up for making key mistakes with your readers. Caring for these items will make your readers glad they signed up and help keep them around.
