In my last blog I talked about how newsletters are still an effective marketing tool when they’re done right. While the format has changed a lot since I broke into the newsletter business in the 1980s, the “drip marketing” strategy behind publishing a newsletter hasn’t changed.
By sending out a print or electronic newsletter on a regular basis, you’re keeping yourself and your business top-of-mind so prospects are more likely to think of you whenever they need whatever it is you sell. You’re positioning yourself as a subject matter expert and industry insider who can tackle their project with minimal hand-holding.
During my 40+ year career, I’ve learned a few things about how to create effective newsletters. Here are 6 newsletter publishing tips for marketers.
1. Remember: It’s Not About You
This is by far the most important tip and the biggest mistake I see marketers make. The fact is, most readers don’t really care about you, or your business, or your great products or awesome services.
They care about one thing: How your business is going to help them solve a problem — or alleviate a “pain point,” using one of my least-favorite jargon terms. Always keep this rule top-of-mind when planning your newsletter content.
2. Don’t Publish Self-Serving Content
This is the logical follow-up to my first tip. Your newsletter content should primarily be educational, not promotional.
For example, I’ve been publishing this newsletter for 15 years and I’ve never once made a pitch about why someone should hire me as a freelance writer. Instead, I create useful (I hope!) and educational content about writing and marketing. My goal is to position myself as an expert so when a prospect needs these services, I’m the first person they think of.
3. Be Will to Give Away Info for “Free”
Some marketers are worried that if they share too much useful information in their newsletter, prospects won’t need to hire them. This might seem like a legitimate concern at first, but it’s really not.
Think about it: If a business needs to create and publish a newsletter, do you think they’ll learn everything they need to know by reading this article? Of course not. But if they decide to hire someone to help them, there’s a good chance they’ll give me a call.
4. Let Your Personality Shine Through
The fact is, information about anything is now a Google or AI search away. Most prospects aren’t looking for the smartest and most knowledgeable company out there. Of course, you have to know what you’re doing and have at least a minimum skill and knowledge level, but these things are table stakes.
Your newsletter is an opportunity to show readers a glimpse of the person or people behind your business. So don’t be afraid to share stories and anecdotes that reveal a little bit about yourself personally (like my story in the intro about our new puppy). This may be what sets you apart from the competition.
5. Publish Consistently
Otherwise, don’t bother publishing at all. Sending out a newsletter haphazardly or “whenever you have time” could actually do more harm than good by revealing a lack of consistency and follow-through.
So how often should you publish your newsletter? This depends on several different factors like your industry and your manpower. The most important thing is to choose a publishing frequency that you can manage and then stick to it. Most of the financial and B2B clients I work with publish monthly or biweekly.
6. Invest in Quality Writing
Of course, you’d expect me to say this as a freelance writer. But that doesn’t make it any less true. Your newsletter is a reflection of your business — so what does it say about your company if it’s poorly written and full of bad grammar, misspelled words and typos?
If you aren’t a good writer or don’t have expert writing resources on staff, hire a professional to write your newsletter for you. At the least, hire someone to proofread or edit your content. Ideally, look for a writer with expertise in your industry or niche. This will help ensure that the content speaks the language of your audience.