How to Write Newsletters that Get Read

Newsletters can be a source of struggle and frustration for many business owners. Tell me if any of these sound familiar:

 

You spend hours crafting a thoughtful, well-informed message, but nobody reads it, or you don’t get any feedback. 

Or, maybe you write draft after draft, but you never hit send because you’re stuck in analysis paralysis and wondering if what you’ve written is good enough. 

Or, maybe you have the best intentions to get a newsletter out, but somehow it sits at the bottom of your to-do list despite having promised your clients that you’d send regular messages. 

 

Newsletters are a key part of building rapport with your potential clients, which is essential to building a profitable, and sustainable, business. But where should you start? How often should you send them? And what should you write about?

 

My clients ask me these questions all the time, so I wanted to share my thoughts on how to write newsletters that actually get opened and read. Let’s take a look at the questions I hear most frequently.

 

How often should you send a newsletter?

 

This is probably the question that I’m asked the most, and one that creates the most anxiety for my clients. My answer is: it depends. The better question is what can you realistically commit to doing? In terms of marketing expertise, I’ve heard answers that range from three times a week to monthly, but what I think is most important is setting a schedule that you’ll be able to meet. It’s much better to send a biweekly or monthly newsletter that gets sent on the regular rather than committing to weekly letters, and then not sending something for months. There’s no shame in sending a solid monthly newsletter, and starting with a monthly or biweekly schedule is what I recommend for most of my clients.

 

What should you write about?

 

If you find yourself spending days writing long, complicated newsletters, you’ll need to simplify. Most of our clients aren’t interested in learning about Ayurveda or going sugar-free for the rest of their lives, but they do want to know how they can implement health changes in ways that can fit into their busy lives.

 

When you simplify and streamline your newsletter writing process, you’ll be able to send more consistent – and more valuable – newsletters to your clients. This is key for building relationships with people who will want to stick with you and eventually work with you.

 

I like to keep my content focused on being helpful and straightforward. For example, my clients have always loved getting recipes from me. If that’s true for your clients, then you can follow a simple formula of sending a newsletter every other week, alternating between information filled newsletters and recipes. This is a great way to create a consistent schedule without completely taking over schedule.

 

How can you write a subject line that gets attention?

 

There are so many marketing experts who will share formulas and tricks for getting people to open your newsletters. What I think is most important is being consistent, and sharing valuable content. When your readers know, like, and trust you, they’ll want to read what you’re sending.

 

That said, I’m a big fan of clear and direct headlines that tell your readers what they’ll find inside. Don’t try to be overly clever, or overly vague. Write a headline that is clear and concise, so that your readers will know what to expect. A simple statement or explanation

 

These three questions are the biggest stumbling block for most coaches, so if you’re able to take the leap and commit to writing clear, concise, and valuable newsletters, you’ll be ahead of the game when you’re starting your business.

 

If you have other questions about newsletters, feel free post in the comments and I’ll be happy to answer them. And if you have tips on how to get newsletters opened, I’d love to hear about those, too.

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