For anyone looking to run a successful newsletter, one of the most challenging aspects you have is a lack of knowledge. You see, while many people will see newsletter creation as a simple experience, it’s not always the case. In fact, most of the time it can be downright hard if you are not 100% sure what to do. That’s why, before you start producing any kind of newsletter content, you should do yourself a favour and learn what makes a good newsletter.
You see, the difference in a good newsletter and a bad newsletter can be pretty subtle. It’s also in the personal opinion of the viewer. You could have a newsletter that is ripping with good quality content, but is critically panned by some people. You could also run a cut-and-paste, barely-tried newsletter that seems to get rave reviews.
Such is the challenge of making a good newsletter work out. The challenge, though, can be somewhat lessened if you are willing to put in the work and the effort to make it so. Where, though, should you start?
What should you be looking for when it comes to making a newsletter worth reading?
Tell a different perspective
So, the main mistake that many newsletters make is that they essentially regurgitate content from the front page of Google. The logic is sound; people want to read this kinda stuff, but don’t go looking for it. And while that might be sound in theory, the reality is that you usually aren’t going to get the positive response that you were hoping for.
With that in mind, we recommend that you take the time to consider the importance of making sure you tell things from a new perspective. You could still be using the same facts, figures, and information as the front page articles that you read. But, how can you make it more relevant to your audience?
For example, let’s say that you are covering something to do with healthy cooking on a budget. You could be using much of the artisan tips and tricks from the more expensive cooking experts – you just need to adjust and make sure that what you are suggesting is possible for someone in your demographic.
That’s why you can easily use the same information sources that you do today. The challenge is reframing their content to fit the audience you speak to.
Are you providing genuine value?
While the main aim of a newsletter is to get people to subscribe and trust you, it’s also to give them meaningful value. By that, we mean giving them information that they might not get elsewhere. Sometimes, you need to give away a few trade secrets that are easily done but not especially well-known.
By showing someone easy ways to keep their kitchen utensils in good condition without spending much, for example, you gain trust. While it might be something that most in the industry would keep to themselves, sharing a bit of ‘behind the scenes’ knowledge is very powerful indeed. It will usually lead to some very impressive results.
You’ll also find that people are happy to keep signing up to a newsletter that gives them value. Giving people a big collection of stats to read through is one thing; turning those stats into information they can learn from is something else entirely. You should look to provide information that your competition might be too selfish to provide.
By opening the doors and showing your readers something different, you ensure they have a reason to come back and to recommend you to others.
You have a distinctive audience
While more or less anyone could and should be allowed to use your newsletter, it should have a target audience. Things that lack a key audience tend to be generic and entirely without the right amount of detail. They tend to be quite basic and boring, purely because they lack any information that can relate to a particular person or solve a specific problem.
People read your newsletter, or any newsletter, for tips, tricks, industry insights, and help with problems. You should therefore look to find out what the key problems your target audience faces, and then create newsletter content around that problem.
This helps you to inform the audience they have a problem, give them ideas on what the problem is, and them useful ways to solve said problem. This is why trying to cater for everyone is the sign of a poor newsletter. You will lack focus, and instead will often provide useless, cookie-cutter style responses to people who need, want, and expect a little more.
That’s why we believe that you should always look to have a clear audience in mind. Who is every post addressing? And why do you address them?
You write with genuine passion
The other secret to having a good quality newsletter is that it is written with genuine heart and passion. Good quality newsletters that are fuelled by your knowledge are one thing; but do you genuinely care about the solutions provided?
While some say that you should never write with emotion, in a newsletter you need it. You can provide an army of facts and ideas for people to learn from…but if they don’t believe you can help them, will they stick it out? That’s highly doubtful!
You should look to write with genuine passion as it should inspire and improve your work tenfold. You will find it much easier to tell people not only what you can help them with, but why your solutions exist. You can show them that you stood where they are today, but you found a solution. Selling something with such charisma and joy is hard when you don’t genuinely believe in it!
Keeping these factors in mind, you should soon find it much easier to build a genuine plan of action for your newsletter. And when you have a solid plan in place, there really is very little that can slow you down when you wish to achieve great things!