Newsletters That Beg To Be Read!

You've spent time writing your latest newsletter and you've now emailed it to your list of subscribers. You're disappointed to discover that your 'open' rate is very, very low. For every 600 subscribers, only 9 have opened it (and may or may not have read it!). Even fewer have then visited your website. It doesn't seem like newsletters are working for you. But don't give up just yet. Here are a few helpful tips.

Grab the Interest of Your Readers

It's possible to attain around an 80% 'open' rate, but to do this you've got to grab the interest of the readers right away. Here are a few important things to consider:

1. Are You Getting Through?

Not sure if your newsletter is getting through to your subscribers? Well, contact your Internet Service Provider and ask them to check that it's reaching all your intended subscribers and that there are no problems in this area.

2. Get Creative

It's as well to spend some time on your subject line. Get creative and come up with something that grabs the attention of your subscribers. You need to encourage them to open the newsletter. How many newsletters have you received with the subject lnes like, "June Issue #6" That's not going to make many people want to go any further.

Try to come up with a subject line that's so interesting your subscribers feel they have to open your mail there and then and read on further.

3. Help and Advice Goes a Long Way

Your newsletter is not only a means to promote your products or services, it's also a perfect opportunity to offer your readers good advice, interesting articles and helpful tips. Why not ask them to respond to a particular question or topic and see what kind of response is generated. Your newsletter needs to add value. For instance, if you sell corporate gifts, include some tips or advice in building client relationships and corporate gift giving.

4. Get Personal

Try and personalise your mailing lists. Target your products to particular subscribers - they may be corporate gift buyers, individual groups, clubs etc. Make them feel that your newsletter is aimed at them exclusively.

Role Models

Amazon.com is a very good example, of how best to do this. They personalise information based on their customers' interests. They know what each and every customer is looking for and when they last visited their site. They also record every item purchased. In this way they have a record of customer preferences and can now offer them products and content that meets with their approval.

Apply the same thinking to your mailing list. Ask your subscribers to tell you what topics they're interested in... what advice or helpful tips they'd like you to include. By doing this, you'll make them feel very special and practically guarantee that they'll open and read your newsletter time and time again.

Tips on Content

Bear in mind that most people today are busy and in a hurry and don't have the time to read lenghtly, boring newsletters. Here are 3 content tips:

1. Newsworthy Info

Give your readers interesting news. For instance, point them to a link to an upcoming tradeshow at which your company will be an exhibitor or proudly tell them about a recent press release or shout about an event that yout company will be sponsoring.

2. Product Articles

Always include an article about one of your products or services, but make sure the focus is on helping or assisting your readers. You can build a resource library that contains all your other valuable articles and, at the same time, provide your readers with a link so that they can access these easily.

3. Satisfied Customers

A testimonial from one of your satisfied customers is still one of the strongest marketing tools around. Quote an example of a client who's had great results from using your products or services. Your readers will respond well to this kind of information and it gives your company added credibility... and once again provide a link for additional product or service testimonials.

When All Is Said And Done

Finally, when writing articles remember to keep them between 600-800 words and section them into easy-to-read blocks with bold headlines. In this way, your readers will be able to skim through the content and pause at places of interest.

If you follow just a few of the steps suggested above, your newsletters will have a lot more impact and will generate more interest. But more importantly they will be opened and read by many more of your subscribers.

Four Great Ways To Write a Knockout Sales Flyer

It's a given that in today's competitive business world you need to aggressively market your services and products. How can you do this effectively? One method, the tried and tested 'sales flyer,' is still an excellent means of reaching a large target audience and a good way to introduce a price reduction or an existing special offer.

The content of your flyer should be simple and clear and include the following four vital elements:

1. Get your audience's ATTENTION

2. Hold your audience's INTEREST

3. Create a strong DESIRE for your audience to respond

4. Impel your audience to take positive ACTION

1. Attention

The most important thing is your flyer's headline. If you catch their attention here, they willr ead on.

Example:

"TRANSORB - THE MOST EFFECTIVE NON-TOXIC, OIL ABSORBENT ON THE PLANET!"

With this kind of headline you're sure to generate maximum attention. It's a bold statement using very simple but effective copy and your audience would be crazy not to read on.

Note: A successful headline is generally one that persuades your audience to read on in the belief that your product or service may be of benefit to them.

2. Interest

Once your headline has pulled them in, it's now time to focus on the 'meat' of your message. The difficult part here is to keep their interest so they don't throw your flyer into the waste bin before finishing. Choose every word very carefully and keep your sentences simple, clear and effective.

Example:

"Transorb's powerful wicking action absorbs spills quickly and easily. No "high-tech" application or equipment is needed and it leaves no messy residue behind."

True statements together with sincerity and enthusiasm is a key factor. Don't make exaggerated claims. The sentence above is a powerful motivator, telling your audience, in a sincere and positive way, what the product does and how easy it is to use.

Another very powerful tool is that od 'Testimonials'. Here, you quote someone else who has successfully used your product and can vouch for its effectiveness.

Example:

"Here's what Philip Grant, Sales Manager for the well-known UK chain, Telix, had to say about Transorb.

'Recently we experienced a very nasty engine oil spill and a section of workshop floor flooded with petrol. Our workshop staff used Transorb and in a very short space of time, the application, which is easily applied, soaked up these spillages. Just in case something like this happens again, we now keep a supply of Transorb on hand."

A conversational manner and tone is also important and makes your message more believable. Avoing long words and complicated sentences. The message should have a very personal feel making your audience feel like you're talking to them personally, rather than thousands of others. Something like the sentence below works well.

Example:

"...And now, we're offering you, our valued customer, a fantastic 30-day discount price that you'll find hard to refuse!"

In addition, concentrate on the money, labour, and time-saving benefits of your product instead of on fancy features.

Example:

"...in no time at all, the application, which is easily applied, soaked up all of these spillages."

3. Desire

Here you need to convert your audiences' interest into a strong desire to buy. To do this you must concentrate on 'product benefits.'

Example:

"Transorb is safe to use and non-toxic. This versatile product absorbs a wide range of organic chemicals on land and in water. It's lightweight for easy handling and low transportation costs."

By now, your sales flyer should have your audience poised and ready to place their orders.

4. Action

Finally, you should include direct, clear, and unambiguous 'call to action.' Although this seems obvious it's amazing how many people forget this crutial step.

Example:

"Transorb, packed in 25 litre containers, is normally priced at £66-25 plus VAT. But if you order in the next 30 days, we'll let you have a 25 litre containter for just £46-00 plus VAT... and we'll include FREE delivery.

To place orders, please phone Barry on..."

A sense of urgency in your message is a good thing. By strongly suggesting that your audience respond without delay, you're motivating them to act in the moment... now! In addition, any offer of a bonus or discount will be added motivation for a positive response. The promise of a full refund if they're not entirely satisfied is also a good idea. Take a look at the example below.

Example:

"And if you' order more than one container, the price gets even better at just £42-00 plus VAT... once again we'll throw in delivery, FREE of charge.

Remember if you're not completely satisfied with the results of Transorb, we'll refund your money, no questions asked!"

There you have it... four elements that will help you write a terrific sales flyer.

ATTENTION, INTEREST, DESIRE, and ACTION

Great Advice On Choosing A Copywriter

Okay, so your company needs a well-written brochure, a short press release or some fresh website content. Well, the smartest decision you can make is to hire a professional copywriter. Why? Simple. Because the words of your message are more important than glossy images and graphics… so don’t skimp on your copywriting budget.  Now, you may think you know your own business best and can do the job perfectly well but you’d be wrong! First, you’re too involved to see things as an outsider would and second, you’re not trained to write about it! A good copywriter, on the other hand, is able to look at your business with a fresh perspective and write about it intelligently and creatively. After all, that’s what copywriters do. Finding the right copywriter and working well together is the tricky bit… so here are some terrific tips to help you do just this: 

Finding a Copywriter

Ask your work colleagues if they know of, or have worked with, a professional copywriter before. If not, ask some of your clients if they can recommend one. If all else fails, just Google “Copywriter.” Then go through the results and check out the websites until you find one or two copywriters that strike a chord with you. Remember, you can easily work with a copywriter who’s in another part of the country as, in most cases, everything can done via e-mail. It may be copywriting style, previous work or just a sense of humour that impresses you about a particular copywriter. Now, ask for a few samples of their work as well as client references. Read through the samples and contact at least two of the references.  

Note:

Unless your business is very technical, don’t worry if a copywriter hasn’t done similar work because all good copywriters will research your particular type of business and, in the process, become very knowledgeable.    

Preparing a Brief

It’s important that the copywriter knows exactly what you’re looking for, so write out a short brief of what you require, who your intended audience is and your completion date. Include your thoughts on the tone of the communication and list some of your company’s unique strengths. Now send this to your chosen copywriter and ask for comments and a quote. Some copywriters will respond with a few initial ideas as well as their costs and this is the kind of copywriter you should look out for… one who is prepared to spend some of his or her own time on your ideas.   

Contracting a Copywriter

Once you’ve decided on your copywriter then, in writing, confirm the job, the deadline and the cost and make a point of reading the copywriter’s Terms and Conditions normally included on his or her website. These deal with copyright issues, reproduction rights, client confidentiality, rejection fees and a host of other important aspects.  

Working with the Copywriter

Your writing project will probably involve a few people in your organization but make sure that the copywriter does not have to deal with each of them as they will normally have their own ideas and may request changes and edits which will be confusing and add to the cost of the job. Appoint one person to liaise with the copywriter. He or she can obtain input from other colleagues and then relay these comments or suggested changes to the copywriter in one document.  

Note:

It’s also vital that you keep the final decision maker - be it your CEO, Managing Director or Marketing Director - in the picture every step of the way so as to avoid costly revisions later on. Remember that most copywriters will advise you how many drafts are included in their quoted price (if not, ask them). Try to keep within this number otherwise further costs will be incurred. 

It’s a Two-Way Street

Be sure to let your copywriter know what works and what doesn’t… and be specific. For example: “Yes, we love the way you’ve explained the printing procedure….”  “Sorry, but the Managing Director is not happy with the section on Recruitment. Please re-write it in a more business-like tone.”  Copywriters need this type of feedback and the work will be better for it. 

Client Copywriter Chemistry

A good chemistry between you and your copywriter is important. Working together effectively means you’ll end up with top quality work… and you’ll now have a copywriter who now knows a lot about your company and is eagerly awaiting your next assignment.