How To Build a Newsletter That Readers Actually Want
Stay till the end for a behind-the-scenes look at my real client framework
Where do you want your newsletter to go—in the brain or in the bin?
In the last few issues, we've gone all "meta" and discussed the reasons for writing a newsletter. How to get it started and how to keep it going. Check back here later if you missed anything.
Today, we're going to look into the structure of a successful newsletter.
If you don't get this bit right, your readers will soon switch off:
"It's boring."
"I didn't learn anything."
"What a waste of my time."
It's funny.
I've written client newsletters for years. However, I wasn't implementing some of the techniques I use for customers in my own articles until recently. A bit like my father used to be—a painter and decorator whose own house never got done!
Make sure to keep reading—at the end, I reveal one of the templates I use for my real-world client work.
What works for them (and me) will work for you.
Your Subject Line IS Your Title
If you're new to newsletters but come from any other kind of article writing, you're in luck.
The chances are, you already know it's crucial to have a powerful title or headline. It catches the reader's eye. It stops the scroll.
Now they want to click and read.
The greatest thing you can do for your newsletter is give it a title that makes it irresistible.
Why?
Because that's the subject line of the email that will appear in their inbox.
You know. That same inbox that's full of spam, scams, payment reminders, TripAdvisor suggestions. And that one email from work they've been ignoring all week.
You need to stand out. You need to shout. You need to scream.
Take today's issue, for example.
I went with "How To Build a Newsletter That Readers Actually Want".
The reference I'd made in my content calendar was actually "The Anatomy of an Engaging Newsletter".
Yeah.
My eyes slid off that version as quickly as yours did.
Instead, the title I've gone with is simple, direct, clear and, ironically, "engaging".
There's no set rule, but I sometimes find I spend more time on my title than I do on my outlining.
It's always worth it.
Getting It Out of Your Head and Into Your Body
With your subject line nailed, it's time to write the body of your newsletter.
Last week, we discussed how your newsletter is written in a different style from any other kind of article. Nevertheless, there are similarities. Good writing is good writing, after all.
Here's an example of a sound, solid structure:
Your Opening / Intro
This is where we set the stage.
Your newsletter's introduction must be attractive, clear and quick to the point.
Don't forget: your reader is already thinking two things:
What's in it for me?
How much time is this going to take?
If your beginning rambles on, your reader will ramble off. If you give the game away too quickly, rather than letting the article develop, there's no need to stick around to read the rest.
The first line must hook them in.
And the last line of your intro makes it impossible not to read on to...
The Body Text
Whatever topic you've chosen to write about, the main section of the article is what your reader came for.
Between you and me, the final section (the next bit—we'll get there in a minute!) is for you.
What the reader wants is the insights you share in the body text.
Notice I said "insights" rather than "information".
Why?
Because if all you're offering is information, you're not offering anything at all.
How big is the Internet? It's fair to say it's something of a size these days! One thing no one is short of is information.
I remember the day, back in 1999, when I introduced my old boss to the Web. He was a plasterer by trade. He'd risen to the top of his profession and owned one of the largest and most respected plastering firms in the region.
And he had precisely zero interest in computers.
Nevertheless, the day came when he said to me, "Go on then! Show me this Internet thingy. I suppose I'd better know something about it."
"Okay," I answered. "What are you interested in? I know—fishing!"
"There won't be anything on there about fishing—it's all about computers, isn't it?"
"Right! More specifically, then—Nile perch!"
Ken scoffed. "No chance."
Within fifteen seconds, he was standing, mouth agape, staring at a picture of the guy he rented boats from when he visited Egypt.
In other words, we have enough information already. It's out there. It's easily had.
What people crave today is your stories, your experience, and your demonstration of how to successfully apply that knowledge.
With that in place, the final bit's for you.
The Call to Action (CTA)
Why are you writing a newsletter?
There are many reasons to write. If it's a commercial effort, perhaps it's to drive sales or grow your customer base. If your newsletter has a hobby theme, maybe you're spreading the word on innovations in the world of your shared interest.
But whatever the reason, you want your readers to do something once they've finished reading.
Even if it's simply "like, comment and subscribe!"
The best CTAs have three features:
They make a single point.
They are clear, easy to perform, and frictionless.
They make not taking the action an obvious "wrong choice".
You'll possibly read advice that "you should only ever have one CTA".
I disagree.
You can have more than one call to action in your newsletter, but making sure that each follows the above guidelines is the way to get results.
Behind the Scenes at the Desk of the Professional
Finally, as promised, here's a look at one of the frameworks I suggest to clients when I ghostwrite their newsletters.
A story from our week/month—behind-the-scenes, a customer success story, something seasonal
A helpful tip from our expert(s)—pitched as a "quick and easy fix for a customer's pain point"
A special offer—lean on the newsletter-subscriber-only angle and make it time-based (this week/month only)
In other words, "Engagement, Education, Action".
Feel free to use it or adapt it for your needs.
There's normally a charge for this. It forms a significant part of the services I offer to clients. Today, you've paid me with the kind gift of your reading time.
Thank you.
Don't forget to check out my other newsletter, The Dancing Stepdad, for insights into the challenging and rewarding world of step-parenting.
And if you found today's issue helpful, I'll bet you know someone else who'd like it too. Share the love and tell your friends!