Writen by Anna Hinds
Have I got News for You. . .
Just like your oldest jeans, your existing customers can be relied on to perform, but are they in need of a bit of love and attention? They're your best source of business, so don't let them down.
Tell me what you want
I recently surveyed some newsletter readers, asking them to rate its content. Staff profiles and company news barely scraped into the top 40. What was the number one demand from these cynical readers? Special offers and new products.
What about what the company wants? It's usually two things: to improve the corporate image (strengthening loyalty), and to make more sales.
But it's not impossible to combine all three goals.
Relationship Building
At its best a newsletter can be intimate, warm and friendly – like a phone call from an old friend. And with luck, this warm fuzzy feeling will send your customers straight to their wallets...
The award-winning smoothie company innocent sends out email newsletters that are just like a witty note from a good friend. The newsletter is a fabulous read, and brightens up rainy Monday mornings without pushing any products.
Think of it as a first date. What are your reader's interests? What will you talk about and what sort of person will you be? Chatty or formal? Humorous or technical? Casual or sophisticated? Old or young – or young-at-heart?
Think about how your brand is already perceived and what sort of voice you should use to address your customers. If you're not using a copywriter, is there somebody in-house who is the same age or level of expertise as your customers? Run it by them first.
Why not identify competitors who are already producing newsletters and sign up to see how they're pitched?
Humour is one of the best ways to get your customers on side. Don't take yourself too seriously – this isn't an advert or a press release. Start with the relationship-building, and work up to the selling later.
Basic News Writing
Here's a crash course in writing news.
• The pyramid technique is used by journalists every day. The story is set up like a pyramid, with the most important message in the first line, and the detail gradually being introduced as people read.
• The first line must be simple and attention-grabbing. The pyramid technique involves picking out the key benefit and opening with it. In other words, instead of this: Between April and July this year, Hodson's Organics was reviewed by an independent panel of auditors, who reported that our apples were 50% cheaper than supermarkets and vegetables were over 60% cheaper.
...This first sentence should read: Hodson's vegetables are 60% cheaper than supermarket organics, according to a recent audit.
The next sentence will provide detail about the secondary findings, and the following sentence will explain the time period and the auditors' role. Readers lose interest more quickly than you might think – so don't tease them!
• Pop in some quotes
If there's a human-interest angle to your story, that's what you should lead with. After all, this is supposed to be an interesting newsletter, not just a sales tool. Quotes and photos from key figures will brighten it up and give the story credibility – take a look at any newspaper to see this technique in use.
• Photos
You don't have to hire a press photographer! Recently one company's sales staff were heading off for world trips. They were instructed to take some pictures of anything exciting they saw or did. When they got back there were tonnes of great stories and pics for the newsletter!
• Relevant subheadings
Help people to pick out the bits they want to read. This is vital in a newsletter – especially when readers are trying to skip over the adverts!
Adding Value in an Instant
Try:
• Staff articles or cartoons
• Web links for further information (Lastminute.com use this trick)
• Expert articles (look at Crocus)
• Celebrity endorsements (see Figleaves)
• Competitions – even a small prize usually works (innocent smoothies
• Cut-out coupons
Tip-top Feature Ideas
Awards and reviews of the company or products
Gifts or recipes for special occasions (seasonal – if relevant)
Company fundraising (what did you do for Children in Need?!)
Staff news or profiles (but keep it short)
Product improvements
New products
Features on 'the faces behind the products' or where the products start life
Top sellers chart
Events (successes and future dates)
Promotions & Special Offers
Competitions
Invitation for feedback
Feedback and responses
Tips on production
Layout
• 5-6 articles per A4 page keeps the reader awake. Keep words, sentences and paragraphs short.
Email Newsletters
• The list of recipients belongs in the 'BCC', not the 'CC' field. This way nobody sees anybody else's address.
• Think carefully about what to put in the subject line. It shouldn't be too long and it shouldn't be something vague like 'December Update'. I delete anything with a remotely odd subject-header these days, to avoid emails about sex toys and African widows…
• Link to the newsletter on your web page (Because lots of email servers will send a huge attachment straight back)
• Provide a functional link for unsubscribing. (Just make the newsletter dazzling enough to convince them not to.)
Recipients
• Your own customer list is heaps better than buying in a list of names. Allow people to opt-out easily – and don't send out the newsletter too often – you risk becoming a stalker-by-mail…
THIS ARTICLE FIRST APPEARED IN 'CATALOGUES TODAY', 2004
Anna Hinds is a UK-based freelance copywriter, specialising in websites, catalogues and newsletters. Find out more at http://www.copyqueen.co.uk
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