Tips for Making Your Newsletter the One Readers Can’t Live Without

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“The key in mastering any kind of sales is switching statements about you and how great you are and what you do, to statements about them, and how great they are and how they will produce more and profit more from ownership of your product or service.” —Jeffrey Gitomer

Last week, we discussed several reasons why a newsletter might fail, as well as some ways to rectify the various situations. But ensuring your newsletter’s best chance of success goes beyond formulating a strong “Big Idea” and writing conversationally, to name a couple of the issues we covered. You must find ways to make your newsletter indispensable to your readers. Remember, no one wakes up in the morning and says, “I think I’ll go out and buy a newsletter today.” Yet, you must find a way around the stigma that most newsletters are simply boring by positioning your newsletter as the one publication your reader must have, even if she lets all her other subscriptions lapse.

Here are seven tips for accomplishing that daunting challenge:

Tips for Making Your Newsletter Successful#1) Provide a substantial ROI (Return on Investment) — We touched upon this last week, but it bears mentioning again. The more benefits your subscribers get from the newsletter, the less likely they’ll be to claim your subscription fees are too high when it comes time to renew. The challenge to you as the copywriter is to find ways to make the product or service you’re selling worth many times more than the subscription price. Things you should examine include any monies generated, cost and time savings, and the peace of mind the product offers. Also, don’t neglect personal attributes that everyone looks for in their life such as fun, more freedom, and inspiration.

#2) Establish your credibility — If a reader believes in the editor, writer, and publisher of a newsletter, he will stick with it. The information source of the newsletter should be someone that is recognized as an expert in the field. Your goal should be to never let the customer down and honor the trust the customer has placed in your publication. In the case of Business-to-Business (B2B) newsletters, consider establishing a relationship with high-profile associations and businesses in that industry. As long as your editorial integrity isn’t compromised, your newsletter will be viewed as a significant source of information in the industry and your standing in the market will become stronger.

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John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.

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