So often clients tell us that writing newsletters fills them with terror.
They say, “We don’t know what to write about”. They then go away and write about the things that are most pressing and interesting to them.
This is not a great idea as they go heavy on the detail…and detail is one thing that is sure to switch people off.
The crucial lesson is think about the reader. Then write what’s interesting to them.
We’ve been in the business over twelve years and we have never struggled to find engaging content that draws interest and brings reader closer to our clients.
The key to great newsletters writing is having an intuitive sense of writing directly for the reader, knowing what they are interested in and how they like information presented to them.
Strong message led content is always key. It draws in readers…and once readers are engaged they are far more likely to form a favourable impression.
So, it’s important to cut down the superfluous detail.
We always say GTTP. This stands for Get To The Point. Each paragraph, each sentence and – if space is tight – each word needs to work hard to help draw the reader closer to our client.
In this way, strong newsletter writing is like leading readers down a narrow path. Too much information will block up the path and prevent readers from moving forward. Get it right though, and they will happily continue along their journey. They will read on, learn more about what makes you special, and arrive at a point when they want to engage with you, either as a customer, a collaborator or as a stakeholder.
So, see your newsletter as your pathway. Keep it clean. Keep it flowing. And don’t block it up with clutter and unnecessary detail.