Any newsletter writer would know that there is a purpose to create them. Most websites make use of newsletters to inform their existing customers about products and services. Some use these newsletters to entice new subscribers to the business. Non-profit organizations make use of newsletters to simply disseminate information. Writing newsletters only to meet some need plays out fine as long as the idea is fresh and new. However, a sense of boredom starts to ring in for your newsletters when all you’re concerned about is selling something. If it’s not a product or a service, you’re writing to sell a concept or idea.
From a commercial point of view, this approach makes sense. Why will a company spend money on recruiting email delivery specialists and other means to send out bulk newsletters if they are not able to rake in the cash? The answer is relationship building. Customers are not money withdrawal machines that you can tap into anytime you feel like selling something. Businesses have to build a strong tie with them. This approach also creates brand loyalty. As a newsletter writer, you have to ensure that readers get this message just like they get the commercial ones. Your job, in this case, would be to simply touch base with your newsletter readers.
These are people who tune in to what you’re writing every week or twice a week. They are reading about your client’s business, offers, features and packages. Your newsletters must not remain limited to being a ticket to sales. Take these vehicles of communication beyond the realms of demand and supply. Elevate your writing skills so that you can touch the hearts of your readers. Talk to them about other customers because they are all linked under the umbrella of your brand. You can also make use of user-generate content. The key to writing such newsletters successfully is to think from the perspective of a reader. What would you like to read from the writer of your favorite newsletter?
You might think at this point that this approach will not reap you dividends and in this fiercely competitive market, you will end up wasting resources. That is only a fallacy. Touching base with your readers pays in more ways than one. You can bank on this relationship when you’re knocking on their doors again to sell something. Your writing holds more credibility to these readers against other newsletters vying for their attention. What decides which brand they would buy from? More than the feature-packed products, it is the relationship that you develop through your writing that seals the deal. It is also a challenge for you as a writer.
You may be used to packing in commercial messages and writing according to marketing mantras! Here’s your chance to break the clutter and do something with your linguistic skills. This is also a genre of writing that allows no room for artificial thinking. If you write from the heart, it will reach across. Otherwise your copy becomes a desperate attempt that readers will see through immediately. Look for material within you and write that newsletter to your readers.