At work, I’ve been asked to create a newsletter – so here are my thoughts on how to write a brilliant one! It boils down to four things; what it says, how it says it, who is going to read it and how it is being delivered.
What does it say?
• Content is king – don’t make it just a list of adverts or corporate waffle.
• Provide content worth reading. This should be obvious really, but this isn’t about asking, ‘What do I want to say?’ – what you should be asking is, ‘What do my readers want to hear?’
• Know why your readers care about what you are writing, and why reading this will be to their advantage.
How does it say it?
• Imagine you met one of your readers and decided to tell them this great piece of useful/funny/interesting information – and write down what you would say.
• Write in a language they understand and keep it short and to the point.
Who is going to read it?
• Defining your audience is actually your first decision. The best newsletters are super niche. If you try to be all things to all people, you’ll end up being nothing to anyone. Either send different newsletters to different audiences, or clearly divide your newsletter into distinct sections for different market segments.
How is it being delivered?
• Letter, email, flyer – the principles are the same.
• The first thing the reader sees (envelope, flyer graphics, email subject line) must promise that by reading further they will get something they really want. And they should read it now!
• Within the first couple of sentences, emphasise your credibility and capability to deliver the promised benefits.
• Then your copy needs to deliver on that promise – but that part’s down to you!
