Seven Tips for Using Your Newsletters to Build Credibility and Gain Trust with Prospects and Clients

I'm just starting to leverage the use of newsletters. So this post is very timely and appreciated.

Thanks for sharing.

Here are some more ideas on newsletter writing.

Before you ever begin producing a newsletter you must be clear on its purpose. First of all, who is your audience?

Remember you're talking to customers, employees and prospects. Keep their needs and interests in mind at all times. They probably are not interested in only reading about the employee of the month--they do want new information that helps them on a daily basis. Give them:

A. Product information/application stories--any success stories about an old or new product. It shouldn't be a hard core sales pitch (unless you want your newsletter to be more of a catalogue. Tell your customers, staff and prospects about other people's positive experiences with the product.

B. Company information--stories that acknowledge your achievements lend credibility to your business. Employees like to work for a successful company. Customers/ prospects read about how others respect you and therefore, begin to look at you as an expert in your field.

C. Related interest stories--is there something happening in current events that relates to your business

D. “How to" features--10 steps to better health, 14 guidelines for investing your money, 4 ways to get great results from a . . .

When choosing a story keep your schedule and deadlines in mind - Remember that it takes time to research a story, interview people, write the story, take photos if needed, etc. It's important to leave enough time for each step to be completed efficiently, not rushed. .

Keep it simple.

The difference between conversation and writing is that during a conversation we give the other person time to understand what we've said. We pause between sentences, repeat ourselves and space our ideas apart.

The secret of writing is to leave space. Using some steps outlined by Rudolf Flesch in "The Art of Plain Talk," this means:

1. Write short sentences-- average sentence length in words:

8 words or less is very easy
11 words - easy
14 words - fairly easy
17 words - standard (average reader)
21 words - fairly difficult
25 words - difficult
29 or more - very difficult

2. Two short sentences are easier to read than one long one. In direct marketing the rules of grammar don't always apply. (i.e. One word sentences. Sentences that are not necessarily grammatically correct.) Break long sentences into shorter ones.

3. Be personal. Use you. You're writing a newsletter to a reader--one that's a current customer or prospect--so talk to that reader. Avoid mentioning "the client." Let your prospect know you're talking to him or her.

4. Whenever possible, talk about people--tests show that we enjoy, and are better readers when, reading about other people more than about anything else. Sentences can be written so that the logical subject is a person. Use personal pronouns (theirs, yours, you) or human interest words (woman, man, child, boy).

5. Use active verb forms that have life in them (dance, sing, add, run, etc.). These words make your sentences 'move.'

6. Punctuation makes reading easier -- it gets pauses down on paper and stresses important points (use hyphens, dashes, ellipses).

Whether you already publish a newsletter or you're putting one together for the first time, keep these helpful writing hints in mind.

And, work with a graphic designer to create a high quality design for your publication. With these creative building blocks you'll be better prepared to start developing the newsletter.

Some high readership content ideas:

1. How To Articles: they include detailed step-by-step instructions. Examples: how to promote your business, how to attract visitors to your web site.

2. Tips: usually smaller pieces of information. Examples: tips on using a product, tips on doing your taxes.

3. Top Lists: a group of tips listed in order, usually numbered from first to last. Examples: top seven ways to get to the top, top 10 ways to market a product.

4. News Articles: they can include news about your industry or company information. Examples: joint ventures, special events, overseas activity, new product release

5. Interview Articles: they include interviews from customers, employees and experts. Examples: interview an employee that won an award, an expert related to your industry, a satisfied customer, people profiles.

6. Publications: they include information that's bundled together to take with the person. Examples: e-books, reports, software, information.

7. Business History Articles: they include information about your business. Examples: years in business, goals your business has accomplished, community affairs, financial information.

8. Product Articles: they include information about your product or services. Examples: new products, improvements to existing products, new accessories.

9. Visual Content: includes visual helpers that help explain, show or support an example. Examples: charts, photos, graphics, graphs.

10. Entertaining Content: includes humorous and offbeat information. Examples: contests; quizzes, trivia, puzzles, games, cartoons.

11. Excerpts: they include information used from other resources for different purposes, but can also support your business. Examples: journal articles, transcripts of seminars, reprints, speeches, press releases.

12. Technology Content: content presented using new technology. Examples: audio clips, streaming video, MP3 files.

Hope this helps.
.-= Deon Binneman´s last blog ..I am just sitting here! =-.

Deon,

Thank you for your very informative and useful advice on creating newsletters.

Jenn