When you pick up a newspaper or magazine (or visit that publication online), you choose which articles you want to read by the headlines. Some of the more nefarious publications use misleading headlines just to try and get your eyes on their article.
You’ve probably seen some of those ads with headlines like ‘The terrible tragedy that ended [celebrity name]’. These articles usually turn out to be nothing like the headline teases. However, there is a lesson to be learned if you are writing a newsletter.
Your headline needs to grab attention.
It has to be something that your reader is interested in – not what you happen to be excited about in your business.
And there lies the 64 million dollar question – what are they interested in?
If you know your clients well this should be reasonably easy to work out. If you’re still unsure think about the questions that people ask you in your professional capacity. What are the big issues they don’t understand or are concerned about? How could you help them in relation to these? That should give you some ideas for your lead item.
We use our blogs as they are always focused on helping people like our ideal clients with various aspects of their marketing. It also offers an opportunity to take people to the website with a ‘read more’ button.
There’s usually a promotion or offer that will also appeal to our ideal client base – and then more value!
So, when you’re putting together your next newsletter these are your key things to think about:
- Will this deliver value to the reader? And how?
- Will my subject line for this email get their attention and enough interest or curiosity to open the email?
- What do I want them to think/feel/do when they’ve read it?
If you’re tempted to add a bit about what’s going on in your business, then try and position it in terms that demonstrate the value of it to your customers, rather than just an exciting ‘We’re moving!’ or ‘We’ve got a new team member!’ You need to answer the question that your reader will almost certainly be thinking – ‘So what?’
But always lead with value!
