Creating a Powerful Newsletter Is Important For Your Success

Most businesses use their newsletter to announce events, information, and the achievements of their company and/ or to promote their products and/ or services. While this is a very common use of a newsletter, it does not provide the necessary aspects to make the newsletter memorable enough for word- of- mouth promoting from regular readers. This type of newsletter rarely helps the business and is more of a waste of resources and time.

A newsletter that is solely about what happens in your business will have a very limited receptive audience. What results is a newsletter that, albeit, may have a lot of hard work put into it but no one really reads or cares about and no one recommends. Therefore, this newsletter does not help your business grow to new levels of success. In essence, this becomes an aspect of your business which will be viewed as a nuisance or simply ends up in subscribers SPAM folders, never even being seen. In order for your newsletter to become a powerful tool for your business, it must attract loyal readers which will then recommend the information found within to other potential clients. Your newsletter then becomes a powerful tool for attracting new potential clients for your business.

Incorporating different attributes into your newsletter will ensure that your newsletter gains consistent readers and highlights your business with the highest level of professionalism and market expertise. It should also reflect the desire to cover all aspects of your readers’ lives. Below you will find proven attributes to make your business newsletter a successful part of your business growth:

1. Give it a personal flavor – The most successful newsletters have a common thread- they are laced with personal flavor and style. They are able to stand apart from the multitude of informational newsletters found on the internet. Whatever you write in your newsletter must come across as professional, but even more importantly, it must also be warm, personal, friendly, encouraging, and entertaining.

Professional tone is great to a certain degree; but what gains followers through newsletters is the “moment with a friend” feelings that are created when visitors read the newsletter. A newsletter that is light- hearted, encouraging, entertaining, and informative is more likely to gain a following than a newsletter which is dry and matter of fact to the point with articles or blogs about the source releasing the newsletter. People want to read things that will have an impact on their own lives. It will rarely make a difference to your potential clients how much money your company earned in the third quarter. However, an article describing ways to generate news streams of income will be a popular article for months after it is first published.

2. Make it fun to read but also relevant – While the newsletter should be on topics which the reader will find personally entertaining and relevant (encouraging more people to read the publication); the information provided should also tie into your area of business expertise, i.e. credit repair/ money/ finance etc. To that end, the main article/ blog should be topic specific to your area of business. However, for the rest of the newsletter your goal should be to provide content that anyone would want to read. Doing this one simple thing will open your newsletter to a greater audience.

3. Easy navigation – A quality, effective newsletter should be easy to navigate and the content compilation easy on the eyes. Do not use too many photos, large or overly colorful fonts, or too many bold or italic highlights. So many varying elements are tiring to the eyes and can negatively impact the length of time a visitor views your newsletter. Make it simple, easy to read and only highlight key points sparingly.

4. Quality content vs. a quantity of content – This is one of the most critical factors in a newsletter. Quality vs. quantity. Your newsletter should possess articles of high quality in a professional execution. The information given should always be accurate using references whenever applicable; any statistics or information stated as “fact” should have a credible, verifiable source. If readers find that facts or statists are inaccurate they will lose trust in your newsletter and in your business. Having pages and pages of misleading, inaccurate or distorted information can and will be the death of your business.

5. Connect with your reader – Having interactive snippets, articles, and reports can help attract more viewers to your newsletter. Readers like to feel engaged as they are reading and visiting sites. Incorporate trivia challenges, puzzles and other entertaining elements; have content that encourage reader’s reactions, questions, comments, or suggestions and have an area designated for those comments. In other words, have them contribute to how the newsletter is shaped. Pay attention to the things that garner the most reactions from readers and continuously build around those elements.

6. Be consistent – Once you have begun publishing a newsletter, ensure that you are consistent with distributing it to your readers. Make readers aware of the newsletter frequency and make every effort to stick to that schedule. It could be weekly, monthly, bi-monthly, or even quarterly. The frequency at which you distribute your newsletter should depend on the quantity of content, the availability of quality content and user feedback. Pay attention to the feedback you receive regarding content and publication frequency. The important thing to remember is to consistently be on time and when that is not possible to inform your readers ahead of schedule when they can expect the newest edition.

7. Well edited piece of work – Once your newsletter is complete, set it aside for a few hours or even a day. Go back to it with fresh eyes and edit it carefully. Read the content for flow, topic projection, continuity and entertainment value. Go through it carefully and correct grammar, punctuation, spelling and overall content. If you aren’t entertained reading your newsletter, your readers will not be either. You should take great pride in the newsletter your business releases. Your newsletter is a reflection of the relationship and the type of communication you seek to have with your readers and clients.

8. Relevant to subject and times – Your newsletter should carry information that is relevant to your business and what the readers are interested in reading about. For example, during a recession your topics should be focused on alterative avenues of income generation, home business ventures, cost cutting tips and/ or ways to make budgets stretch. During times of financial growth, your newsletter could highlight different financial investments, ways to save for retirement and/ or ways to bring down debts. This helps readers see the value in your newsletter no matter what their personal financial status is at the moment. Readers must feel confident that your newsletter will change with the times and will be a valuable financial asset in the future.

9. KISS Principle – Apply the “Keep It Short and Simple” principle to your newsletter. Your publication should not take more than 10-20 minutes to read from beginning to end. If it is too long, readers may lose interest or simply not have the time to read through the entire thing. If it is too short, readers may feel it is done haphazardly or lacks sufficient, well- rounded information to be worth their while to read at all. For that very reason, it is important to highlight key terms and topics in the newsletter which readers can quickly glimpse over to get the overall message. This enables them to read the information they want and skip over the things they find irrelevant.

10. Add photographs and other visual elements – Regardless as to how well written the content on your website is, if it lacks some visual appeal it will come across as dull and will not be engaging to readers. Ensure that your newsletter contains relevant photographs, cartoons, statistical graphs, or textboxes. Visual elements, such as these, will increase reader interest and keep them engaged in the newsletter for a longer period of time.

Using a newsletter to compliment the changing times of your business, your existing clients lives and to attract potential clients can be a vital catalyst in the growth of your business. In a technologically changing world, the potential reach of newsletters can be a financially rewarding business endeavor.

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