This morning I got a newsletter in the mail from a company that I have hired in the past. I scanned it quickly and immediately threw it in the recycling. Such a waste — a waste of people’s time and a waste of resources. As you know, this is a very common experience. But then, once in a while, you get one that you actually read. Why? Because it’s interesting and relevant.
Yes, a newsletter that is actually relevant may take more time to create than just spitting out some words to keep on people’s radar. But wouldn’t you rather put your resources toward something that gets read, rather than toward something that is just discarded?
So, when you write your next newsletter, whether for snail mail or e-mail, make sure to do the following:
- Write about something relevant to your customers. Think about what problems your customers call you about and give advice to help solve those problems.
- Tell real stories. Even better, use real customers to illustrate your story — there’s usually no better way to sell your service or product .
- Minimize the sales-y copy. Yes, you want to give your company a plug, but keep it short and sweet. Instead, put the focus on good information — it will be much more effective than focusing on a sales pitch.
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