Seven Tips for Using Your Newsletters to Build Credibility and Gain Trust with Prospects and Clients
December 7, 2009 by: Jenn
![Reblog this post [with Zemanta]](http://img.zemanta.com/reblog_e.png?x-id=a861bd6d-6467-4c5d-9c0d-804cf3c93e08)
- 19 Techniques for Gaining Trust with Prospects and Clients
- 6 Tips for Using Your Website to Gain Trust with Prospects and Clients
- 3 Tips to Using Blogs to Gain Credibility and Trust with Prospects and Clients
- Five Tips for Using Articles to Gain Credibility and Trust from Prospects and Clients
- Seven Tips for Using Your Newsletters to Build Credibility and Gain Trust with Prospects and Clients
Prospects and clients are on media overload. The variety of ways that advertisers are trying to reach potential customers is mind-boggling. Prospects have learned to tune out advertising messages, yet email newsletters is the one form of advertisement that consumers request. This makes email newsletters very special and a great way to build relationships with prospects and clients.
When readers sign up for your newsletter they are expecting content that is useful, informative, entertaining and actionable. They have already shown that they are interested in what you have to say now it is your job to keep them interested.
Here are seven tips to consider when creating your email newsletters:
Content – Develop content that your reading will find interesting and will look forward to reading every time your newsletter shows up in there inbox. Good content consists of informative articles, case studies, customer profiles, employee profiles, interviews, success stories, industry news, company news, contests, question and answer sections and much more. Look at the email newsletters that you are currently reading and ask, “Why do I enjoy reading this newsletter?” Figure out what works and apply the same to your company newsletter. Also, ask your readers what type of content they enjoy reading.
Consistent – Stick to a consistent publishing schedule, whether monthly, bi-monthly or weekly so that readers will know when to expect your newsletter and look forward to receiving the newsletter. Also, remain consistent in the tone and look of your newsletter. In the beginning, you may need to experiment some to find out what works, but try to make these decisions quickly and maintain a consistent schedule, look and tone for your newsletter.
Intimate – Email newsletters give you to opportunity for readers to get to know you and your business. They allow you to connect with readers on a personal level; you know they want to hear from you because they signed up to receive your newsletter. Newsletters allow you to talk to readers as if you are talking to them one-on-one helping to build a strong relationship and bond with the reader. Your newsletter should help you grow a connection to your readers and help to build trust among them.
Engaging – Your newsletters should engage your readers, captivating them from beginning to end. Use storytelling techniques to captivate and engage readers. The stories that you tell should involve your reader’s senses and emotions. When the reader is finished reading your newsletter they should feel a sense of satisfaction and look forward to your next issue.
Interactive – Your newsletter should cause the reader to take some type of action. Send for more information, answer survey questions, purchase a product, forward to a friend or enter into a contest. You want the reader to become involved with the newsletter. Invite customers to send in stories, ask questions, share photos, or review products. There should be some kind of call to action from the subscriber. What do you want the reader to do besides read the newsletter?
Readable – Make sure that your newsletter is easy on the eyes. Do not use competing or harsh colors. Make sure the font size is readable and the formatting is correct. Send yourself a test copy to make sure that your newsletter is readable before sending it out to your readers.
Professional – Make sure that your newsletter looks professional. Make sure that the spelling and grammar is correct. Make sure that your images show up, links work and in the correct places.
If you haven’t already, please sign up for the Wordzopolis Newsletter.
What tips do you have for creating a newsletter?
In what ways have newsletter been successful for your company?
Thank you for visiting and reading Wordzopolis Blog. I hope that you are enjoying our posts. Please feel free to comment and let us know what you are thinking. Don't forget to tell a friend about our blog. JennSeven Tips for Using Your Newsletters to Build Credibility and Gain Trust with Prospects and Clients
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
I'm just starting to leverage the use of newsletters. So this post is very timely and appreciated.
Thanks for sharing.
Matthew,
Good luck to you, keep me informed on how things go.
Jenn
Terrific function! This is the kind of information that ought to be shared close to the web. Shame on the search engines for not positioning this post higher!