If you’ve been publishing your ezine or newsletter for a while – or if you’re just gearing up to start one – you may be concerned about keeping your publication fresh and interesting. There’s not much reason to work hard to build a mailing list if what you are publishing is uninteresting or boring to your readers.
Most people are not likely to buy from you until you’ve contacted them seven times — or nine times — or more. This is the number one reason why having an interesting newsletter is so critical.
Here are three strategies to help you keep yours fresh and exciting:
#1) Talk about current news events
Our world grows smaller and smaller everyday. By relating your product or service to current events you can generate more interest. There are many news items that can be related to what you are selling.
Focus on the stories that have the most relevance to your business and be sure it’s something your prospects and clients would have an interest in. General news items and niche specific stories work the best.
For example, if you are selling a nutritional product, talk about general and nutrition-specific news. These are the topics that you know most folks in your niche will be interested in. It’s not necessary to talk about other niches, such as medicine, or exercise.
A number of top marketers use this strategy to give their newsletter personality. If your newsletter or ezine is nothing more than just one sales pitch after another, you aren’t likely to attract quality prospects.
One caution though. You may want to avoid controversial political or religious topics unless you’ve already established your preferences with your audience. While we can’t expect everyone to agree with us, these are sensitive topics to many, and it is very easy to offend.
Of course, I know a few very successful marketers who speak their minds on any topic, cuss like the proverbial sailor, and their followers just love them. Knowing your audience is essential in using this strategy to spice up your newsletter.
#2) Talk about your life
Telling stories is another way to generate interest in your product or service. Your readers are interested in what is going on in your life. The key is to relate your life experiences to what you are selling.
My partner and I travel full-time in an RV. Many of my followers tell me they love hearing about my life on the road and they enjoy following me as I move about. (You can do that, too at my site. Right column, scroll down to find Where’s Marty?)
When I went on an Alaskan cruise last summer, I came back and related that, by using the right words, you can paint a vivid picture in the mind of your prospect, as well as create lots of excitement.
I used the nightly dinner menu as an example. In addition to the exotic names given to each dish, the descriptive copy always left your mouth watering and added a high level of anticipation and excitement to the whole dining experience.
When you become a good storyteller, you can turn even routine, everyday events into something interesting. It might take some practice, but you will eventually get the hang of it.
When writing, it often helps me to pretend that I’m just relating a story to my mom or a good friend or my favorite client, and it makes it much easier to write a story – an article — that way.
Another way to keep things interesting and to actively involve your reader is to ask them to complete a survey. Their participation engages them with you on a different level and you get answers that help you in developing your products and service offerings. This is valuable feedback.
You can ask them about lots of different topics. You might ask what their biggest challenges are or what will take them to the next level in their business or personal life. Have them choose between to options. Ask their preference about how they like to receive information.
Of course, you won’t use these strategies for every email you send out. At some point you’ll also want to make them an offer.
Just bear in mind that if you are trying to build relationships with your marketing emails that the majority of them should not be just a blatant marketing pitch.
These strategies are great ways for creating relationships and building trust as you establish yourself as an expert.
Remember, your business is most likely personality-driven. People don’t buy from a business; they buy from other people. This means they buy from you because they like you – and because you can solve their problems. So incorporating a little personality into your marking is extremely important. This is often what separates the good from the great.
Keeping your newsletter fresh and exciting might take some effort at first, but it will be well worth it when the sales start coming in. Many marketers don’t take the time to exploit their personality, but if you do, you will be the one that reaps the reward.© Copyright 2010 Marty Marsh