Common Newsletter Writing Mistakes
Last week, I talked about how we can use special sections to spice up our newsletters and increase reader engagement. So, today, I wanted to talk about some common newsletter writing mistakes that I've seen recently.
Some salespeople think a newsletter is an instant selling tool. Sadly, this is where a lot of people who use newsletters in their business miss the boat.
A newsletter is not a coupon book or an advertisement (although a little coupon for a discount on a product or service is a great addition to a newsletter). And it's not a nasty gram that tells readers they're doing something wrong and that they need to buy the service.
It is a relationship-building tool that can help keep you at the front of a reader's mind. When the reader needs the type of service that you provide, he thinks of you because he has been receiving your newsletters.
If done right, a newsletter also establishes a reputation for consistency and quality work. When you take the time to produce a professional marketing piece, readers take notice. There's just something about the professionalism that gets customers and prospects to pay attention and to feel confident about the service or product that you can provide.
One of the most important things you can do for your newsletter, whether you send it out to subscribers twice a week, once a week, or once a month, is to focus on delivering quality content. Content that readers can use to help them solve a problem.
Another mistake is providing the wrong kind of "valuable information". We need to focus on providing information that the reader will want to know, not on what *we* think is valuable. This is where newspaper writing and journalism come into play because the focus isn't on what products and services we can offer; it's on what people are interested in. What do they want to read? What information do they need in order to take a tiny step forward? For example, what little tip can you give them to help them keep their homes clean or get better gas mileage?
While we're focusing on providing valuable content, we also need to be consistent. One of my pet peeves is when a company isn't consistent with a monthly newsletter. Some months, the newsletter goes out during the third week of the month, and other months, there are delays and they push it out to week 4.
We need to make the newsletter a priority. When we schedule an appointment with a client for next week, we can't show up a week late. Readers come to expect certain things from you once they see that you have valuable information to share.
Remember, it's not about you. It's about helping a reader with a need. Stay focused and things will start falling into place.