Dear Santa, please give me a gift that will help me build brand credibility, reward my customers and appease the Google gods.
Newsletters are an invaluable marketing tool for businesses. They can be used to share news and upcoming events, promote products or services, highlight achievements, profile new team members and much more.
A beautifully presented, interesting newsletter can snare new leads, while a newsletter that is too long and poorly constructed can send readers to sleep. Here are some copywriting tips for putting together a newsletter that works.
1) Interesting imagery is key
It’s not often that a writer will admit that images may be more important than words, but in this case, the imagery in a newsletter can make or break it. Too much text and crappy photographs will turn readers away fast.
As a business, you can use online tools like Canva to create imagery that includes your branding. Be creative by superimposing quotes and quirky content on the images.
2) Bite-sized is best
Smaller snippets of content work best in newsletters. Most people are time-poor and don’t have hours to read an essay. Make sure you break up the text into headings, subheadings, bullet points and graphics. Avoid massive blocks of information at all costs.
3) Offer news they can use
Your newsletter should not just be aimed at hammering your clients with promotional advertising. The newsletter should include plenty of information that will be of use to the reader, interwoven with promotional content. For example, if you are a remedial massage business, don’t just write about massage. Reference interesting research studies, include quotes from sportspeople, and provide tips about how to stretch, for example.
4) Don’t forget the call-to-action
Having said not to go overboard with promotional advertising, the point of the newsletter is ultimately to drive sales. Don’t forget to include a call-to-action in the newsletter for people to click on your website or get in touch. Embed links within the copy to make the process easier, or if it’s a tangible newsletter, include all necessary contact details. Sounds like a no-brainer, but we recently came across one such newsletter without a phone number. Big no-no.
Getting your head around how to write a newsletter can be tricky, but Ink Big Copywriting are here to help. Find out more about our newsletter content service here. Ink Big Copywriting offer creative and original copywriting solutions for businesses, individuals and community groups. Based in Melbourne, we create content for newsletters, promotional materials, blogs and websites.
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Do you have any other copywriting tips for putting together a newsletter? Please leave a comment.
Published: November 30, 2016