It’s the Best Conversation You’re Having with Your Audience – Are You Paying Attention?
Your email newsletter is a special.
You’ve received an invitation from someone to show up in their inbox on a regularly basis. If you do it right, and give them valuable, relevant, carefully planned and crafted content, they’ll open and read your newsletters.
When they do, you have a chance to deepen the relationship… to make them feel good about something… to share a sense of belonging and connection with them… to give them valuable and useful information… to make them smile.
And doing any or all of those mean more of your readers are going to seek you out when they decide they need a product or service like the one you offer.
A Great Email Newsletter Doesn’t Happen by Accident
To give your readers that great experience takes some thought, some research, and some strategic up-front work.
Too often, companies fall into the trap of “just getting it done.” An email newsletter sounds like a great idea, so you get a sign-up form placed on your website. And you start building a list. And you send something out every week. But it’s a scramble. Or worse, an afterthought.
If that’s the case, know you aren’t alone. That happens to a lot of companies.
But also, know that your email newsletter can be working harder for you… while causing less stress to your team.
Better Performance… Way Less Stress
That hardly seems reasonable, right? How can you increase the performance of your email newsletter while lowering your stress?
Well, it comes down to know what to say… how to say it… who you’re saying it to… and when to say it.
And that’s what I help you with.
Building One-to-One Conversations
Your email newsletter will be at its best in terms of performance and conversions when you’re having conversations that feel one-to-one. When your reader feels like your focus is on them… that’s it’s a real person talking to them, not a company talking to a group, they’ll lean in and pay attention.
The first step in having more one-to-one conversations is figuring out your company brand voice… and I’ve got an easy three-step process to help you do that.
The Other Piece of This Two-Piece Puzzle
Knowing who you are is the first step. Next, you need to know who your audience is. And sometimes, you might have distinct audience segments. As part of this process, we’ll build customer personas for your three most important segments.
When that happens, it’s like magic. Suddenly you know what you need to say (because you know what your audience wants) and how you need to say it (because you know who you are).
The conversations become meaningful. And everything flows from there.
But Wait, There’s More…
We’ll also figure out the format of your newsletter… what segments you’ll include, what you’ll do to stand out… what the big picture purpose of your newsletter is. When you have a purpose and a structure you love, your email newsletter becomes a cause for excitement and pride. You’ll look forward to putting together each and every issue.
We’re Aren’t Quite Done…
Figuring out what goes into your email newsletter each week is an easy thing to leave to the last minute. (Enter the scramble…). But when we work together to set up a newsletter strategy, we’ll also plan an editorial calendar that reaches out for the next six months. And we’ll set reminders to update it every two to three months, so you’re always know what’s coming well in advance.
Do you feel that loosening in your chest? That’s relief!
And Just One More Thing
I’ll also write your first two issues as part of this strategic package, so you have newsletters in the hopper… and that you can use as examples for your team, so that they can model future production.
What You’ll Get…
In four short weeks, you’ll have
- A clear description of your company voice, including a newsletter style guide.
- Up to three customer personas representing your most important audience segments and suggestions for making the best use of them
- A newsletter template outlining everything that goes into each issue
- A sending schedule
- A six-month editorial calendar
- Two sample issues for you to send and use as a model going forward
If you’re breathing a sigh of relief just thinking about how great it will be to have this documented so you have can confidently produce your newsletter, knowing each issue will be a source of pride for you and deliver value and inspiration to your audience… then we should talk.
Schedule a conversation