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Newsletters Aren’t Just
About News Anymore
Newsletters can be done in-house and cost-effectively.
by Hope Clark
All materials copyrighted
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Ad Disclaimer
If you have an online presence, and what writer doesn’t, you need to be able to inform your following, your customers, your interested
lurkers, about your new books, newest accomplishments, awards and public appearances. To maintain a following, you have to make that
connection “sticky” with material that keeps them not just informed, but entertained and eager to hear from you.
A well-managed online newsletter is just the tool to manage your fans and clients. Consider the newsletters that capture your attention
when you read your email. You may not pay attention to the format or method of distribution, but you do know what you enjoy reading.
Let’s look at the tricks of maintaining a class-act newsletter that keeps your business humming with return customers.
- Consistency
The newsletter comes out regularly, whether that’s weekly, monthly or quarterly. Your readership needs to know it’s coming and rely
upon its delivery. This most important step of newsletter management is what keeps your readers attached to you and your writing.
Mention you’ve been too busy to get it out on time, and you’ve just told readers that your life is too hectic to pay attention to them.
- Ease
Design a format that is simple and easy to read. Your customers might not have twenty-year-old eyes. Some need glasses and others
cannot read tiny print. If you deliver a newsletter in simple text, pick a font like Times New Roman that’s gentle on the eyes. If you
deliver your newsletter in html with pictures, graphics, bells and whistles, make sure it is such a format that is compatible with all
the servers receiving it. Your newsletter hosting service often has templates to help you fit this requirement. Remember that many
readers are still on dial-up.
- Entertainment
Regardless of how pretty, polished or cute your newsletter is, if it isn’t entertaining, you’ll lose readers. FundsforWriters
newsletters reach thousands of readers. Rather than just list the resources it’s noted for, the newsletter also has a brief guest
article, a very pointed famous quote and a humorous rant by the editor. Some readers open the newsletter simply for the editorial.
- Information
Make your facts correct and easy to understand. People read faster online than they do reading a book or magazine. Online writing is a
different style conducive to bulleting, shorter sentences and small paragraphs to capture the brain’s faster scanning habits.
- Accuracy
Have someone proof your newsletter before you send it. You have mere seconds to make a good impression on the Internet. Erroneous
information can cost you a reader for life.
- Reward
Why does it pay for a reader to read your newsletter? Be able to put a finger on the benefit factor of your publication. Even famous
writers offer something of benefit in a brief newsletter. Discounts, contests, rewards, coupons, giveaways or a chance at receiving
something the average person can’t are all good ideas. Most businesses run “specials.” You can, too.
- Opt-in
Give your readers the change to opt-in and opt-out. Spam laws have become seriously constrictive. If you wish your email newsletter to
reach the greatest number of people, then find a delivery service that allows readers to subscribe and unsubscribe without you getting
involved. Free services have limitations such as embedded advertising and little personal service, but they are often good for less
frequent mailings, such as monthly or quarterly. Yahoogroups.com is the most common tool used. Paid services avoid advertising and
offer technical support to help you create a better product. A simple Internet search of “newsletter hosting” will reveal many options,
some being ConstantContact.com, Aweber.com and GetResponse.com.
The most important aspect of a writer’s newsletter, however, is the personal touch. Your message must sound genuine. The reader must
feel you took the time to get personal. You worried that your readers would benefit from this information and stopped what you were
doing to inform, enlighten and entertain them. As a business owner, the customer comes first. Authors and writers are business people.
Stroking your customer with a special touch keeps him coming back for more of whatever it is you have to offer. Don’t disappoint them
and they won’t disappoint you.
About The Author:
C. Hope Clark is editor of FundsforWriters.com and four newsletters
affiliated with the FFW family. She is also the author of the trade paperback The Shy Writer: :
An Introvert's Guide to Writing Success.
* This article is available for your publication, for a F-E-E.
This article may NOT be reprinted without monetary compensation and written permission from the author.
For reprint rights or comments/questions about this article, please contact the author.
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