by Janelle Holden
What to write? What to write? This is the question that troubles most marketers. This is why we have so much noise on social media and email these days. This is why people click “unsubscribe.”
I’ve been learning from one of the best copywriters in the business, Diane Hochman, about the types of newsletters to send that will truly bond people to you. Thought I’d share what I’m learning in case it helps you figure out, “what to write” too. All of these are separate types of emails, so you don’t have to include all-in-one, just choose one and write based on that.
- Curation: This is where you go out into the world and find something cool to share with people. Not something cool for them to buy (although it could be) – just something cool to listen to, watch, or read that you love and has helped you personally. Think, book review, or movie review, or podcast review.
- Invitation: When you know you’re going somewhere (either online or offline) then invite people to attend! That’s it. That’s all you have to do in the newsletter.
- Telling A Story: Tell a story about your life that is relevant to your audience and share a lesson learned from it. You’ll get an A+ if there is a cliffhanger and some drama involved that will keep people reading. The reader should feel closer to you because of the story.
- Results: Share the results of someone in your life (preferably a customer or a team member) and what you watched them accomplish and why it was such a big deal. Recognize success.
- Love Letter: Tell your list that you are thankful for them, love them, and why you want them in your life. Let you know why you appreciate them. Send them something cool as a gift (without any strings attached).