by Jerry Fireman
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Email newsletters present the enormous opportunity of being able to deliver your message on a regular basis at a very low cost to people who have demonstrated an interest in your product. The big challenge in distributing an email newsletter is generating content that will motivate prospects to open, read, and respond to your newsletter.
Newsletters that simply provide a recap of the latest products and news from the company that issued them will be read only by the most loyal customers. To reach out and influence potential buyers, you need to provide objective information that can help your prospects do a better job.
Once you get in the habit of providing valuable information that fits your company's business, you'll find it easy to unobtrusively slip in a sales message that will be likely to catch your prospects in a very receptive frame of mind.
Writing the Articles
The following are examples of useful content:
- How to solve common problems that your prospects might face
- How your prospects can take advantage of recent technological developments
- Industry news and trends
- Case studies of how other have improved their operations
The information in the newsletter should come from the experts in your company—executives, engineers, scientists, sales representatives, customer-support staff, and so on.
The problem is that these people are typically very busy. Furthermore, because they aren't experienced writers, it usually takes them a huge amount of time to produce a product that, despite their best efforts, doesn't do all that great a job of communicating.
What you need to find is an experienced writer who can extract your experts' knowledge in a short interview and then generate professional-quality copy at an economical cost.
Catching the Reader's Attention
The first step to getting your newsletter read is getting your recipients to actually open the message.
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