4-step process to writing a newsletter

This will give you confidence and speed [The Writer’ s Life]( October 5, 2022 "Success is peace of mind, which is a direct result of self-satisfaction in knowing you made the effort to become the best of which you are capable." – John Wooden Hi {NAME}, Yesterday we talked about the MANY benefits of writing on retainer for clients. So today, I want to show you how to write one of my fave retainer projects: writing e-newsletters. The e-newsletter is one of the easiest retainers to land, and the reason I love them so much is they never stop! If someone signs up for a weekly newsletter, they expect to receive it every week. Which means your client needs one written … every … single … week. And at $800 to $2000 a pop, they provide great predictable writing income you can count on. Now the goal of a newsletter is typically about building, nurturing, and maintaining relationships. Business owners know their success relies on a critical transformation: Turning prospects into customers. But that's just the beginning … Most businesses aren't sustainable if their customers only buy once. Those customers need to become repeat customers. Then, once you've built enough trust and loyalty, there's still one more step that will get maximum value … Getting those same customers to wave your flag … talk you up on social media … and tell their friends, family, and anyone else they run into about how great your company is. In other words, the final transformation your business needs to facilitate is turning customers into brand advocates. And of the best ways to do this? That's right: writing an e-newsletter. 😉 A good e-newsletter engages your client's audience regularly and keeps the business top of mind. It also puts a human face on their business, capable of building relationships with customers and prospects. And along with getting paid VERY well to write them (again, $800 to $2000 PER newsletter!) … You can also use newsletters to convert writing prospects into paying clients too … setting up TWO potential revenue streams. (There's also a third revenue stream that generates passive income, but we'll save it for another day. Just know it's definitely worth [learning to write a good newsletter](!) Now, there's no one-size-fits-all formula … Newsletters vary depending on the company's goals, tone, and brand. And there are a lot of different elements you can pick and choose from to help yours stand out. But the newsletter writing process is the same, no matter what the final product looks like. So I'm going to show you, step by step, how to write a good newsletter, whether you're writing for your own business or for a client. Step One: Determine the Content Approach There are a few different styles of email newsletters, and all of them have pluses. Choosing the right one is just a matter of what works best for your purpose, along with personal preference. Let's take a look at a few options, so you know what you're choosing from: - Original Content You'll write fresh, original articles based on your own research and/or information from your client. - Curated Content You'll write insights about breaking news or current events in your industry, or respond to articles or blog posts you've found that are relevant to your audience. - Blended Content Another option is to begin your newsletter with original content and then add in curated content. - Digest With a digest-style newsletter, you'll write brief descriptions or "teasers" that link to full-length articles on the web. - POV (point of view) A POV-style newsletter comes from one person's perspective — usually someone well-known in their niche or industry. So if you're running a business and you have an audience that knows who you are and wants to hear directly from you — or if you're working for a client who fits this description — this style makes sense. Now, once you've chosen which newsletter style to use, your next step is to decide what pieces of content to include. Step Two: Map Out the Content Elements No matter which content approach you choose, you'll have plenty of flexibility when it comes to the content. This will help you tailor the newsletter you write to the specific needs and wants of your audience. And it will help you craft a personality for your business. Think about it … If you're writing a newsletter for a skateboard shop, or a vintage clothing store, your content will likely be more fun and casual than if you're writing for a bank or an accountant. Either way, you can still be true to the brand you're writing for, and the newsletter's mission, when you choose your content. So here's a partial list of content elements you might include, in addition to your featured articles: - Introduction You have a few options for beginning your newsletter. Often, you'll start with a warm, friendly greeting. Make the reader feel like part of your community, since they've signed up to be on your subscriber list. But you could also begin with a short "teaser" and the link to a longer article, if you're using a digest-style approach. You could even dive straight into your feature article. Whatever type of introduction you use, make sure it's relevant, useful, and riveting. It MUST pull the reader into the content. - Sidebars and graphics You can add bullets, quotes, stats, charts, photos, and more to the sidebar. These are punchy, concise, and add a visually appealing element that brings your newsletter to life. Just make sure anything you include supports the content and isn't there just for show. - Success stories Stories that center on a problem and solution, or a before and after the makeover, inspire people and provide a powerful form of proof. It's even better when the reader can relate to the person in the story. Think about someone who faced a challenge in their business but overcame it and is thriving. Or someone who faced a health scare but is now the picture of fitness. That makes for a compelling story. - Tips and tricks You can write short, practical, how-to hacks that add great value to your readers in a small amount of space. These don't have to be full articles. A list of tips — or even just one useful tip — is an effective use of space in a newsletter. - Q & A Another good option is to answer one or two of the most asked questions your business gets in every newsletter. Or solicit questions from subscribers on social media and pick one or two that you want to answer. The fact is, your subscribers will always have questions. And you'll foster goodwill by taking the time to answer them and show that you're listening. - Staff/customer profiles This is a great way to let your email newsletter "humanize" your business. You can put a face to the business by introducing a member of the staff and letting your readers get to know them on a more personal level. After all, people like doing business with other people. - Offers/sales Even though the main purpose of an email newsletter is typically to engage with your customers and prospects, and build relationships with them, that doesn't mean you can't do any selling. In fact, offering exclusive savings or deals in the newsletter will make subscribers feel like they're on the inside and getting something special — which they are. - Calendar of events Newsletters are also meant to keep people updated on important information, including dates and events. Like most options, this might not be relevant for every type of business. But an accountant will want to include tax deadlines in their newsletter. A youth sports league should include registration deadlines. A local theater company can advertise show dates. And there are still loads of other things you can include … Again, depending on the type of business this newsletter is for … you can use your imagination to come up with all kinds of fun ideas. Step Three: Research The research you do for your email newsletter will depend on the content elements you include. And now you've mapped out your newsletter, you'll gather whatever information and resources you need. - Search for relevant articles, blogs, videos, and social media content that will help you write or that you will respond to - If you're writing for a client, get any resources they can provide - Conduct any interviews you need with customers or staff - Gather links, graphics, or images you want to include And that leads to the final step for writing a good email newsletter … Step Four: Write the Content With all your planning and research complete, it's time to write the newsletter. Just like with your research, the type of content you include will determine what you write. But whether you're using feature articles, digest-style teasers, original content, blended content, sidebars, or anything else, there are a few tips you'll want to keep in mind while you write: - Craft an irresistible subject line The subject line is one thing you'll need no matter what type of newsletter you write. And it's crucial that you write a subject line that stands out in your reader's crowded inbox, grabs their attention, and offers a compelling reason to open the email right away. Otherwise, all the work you put into the newsletter's content won't matter. So hint at something that's inside … offer an intriguing benefit the reader will get from opening right away … or remind them why they signed up in the first place. - Make sure the newsletter's voice, tone, and style represent the company An email newsletter is an extension of the company's brand. And it's a relationship-building tool. So if the company's website, emails, and social media are fun and hip, the newsletter should be, too. But a credit card company or a charity that provides disaster relief shouldn't have a jokey newsletter. Their newsletter's tone should match their mission. You always have to engage your reader, though. Even if you're writing for a more formal company, you can't bore them or they'll stop reading. So always write human to human. Because you can't forge a connection or build a relationship if your reader feels like they're hearing from a faceless business. - Don't make the reader work hard Since so many readers view their email on a smartphone, it's best to keep your email newsletters on the short side. This will help them avoid endless scrolling. You should also break up your content with subheads and bullets, when applicable. And use short sentences and paragraphs. This will make your newsletter easier to skim and scan. With so much flexibility in terms of style and content, you can customize your email newsletter, so it fits your mission perfectly. Whatever tone you want it to have … however you want to engage with your audience … whatever content will entertain, inform, and persuade them … you have the freedom to create. This will help you build strong, lasting relationships with prospects and customers, so they become your biggest advocates. 🙌 If you'd like to continue learning more about writing effective newsletters, AND landing clients who need this done regularly, check out our brand-new self-guided training program, [How to Write Engaging E-newsletters: Earn Ongoing Income by Turning Casual Prospects into Devoted Customers](. It's normally $497 in the catalog, but you can grab it today at the launch price of just $97!! When you consider the fee for your FIRST newsletter along, it's an incredible return on investment. [>> Get the details here.]( And either way, I hope today's issue gives you confidence and speed when writing! [Rebecca Matter’ s signature] Rebecca $297 In Writing Training – for $11!!! When you grab a subscription to Barefoot Writer magazine today, for only $11 … You'll get FREE access to our Making the Leap program, which takes you wherever you are today … And shows you exactly how to make a smooth transition to paid writing, so you'll have success right out of the gate. It usually costs $297, but you'll get it completely free today! [Grab It All For $11]( What's Hot at AWAI … 👀 Businesses need help writing their weekly and monthly newsletters. [Here's how YOU can get paid to do it.]( 🤩 [Photographer trades camera lens for laptop and fits copywriting around her nomadic life.]( 👀 MORE than fun and money?? [Check out the surprising benefits of this in-demand project here.]( 🙋 Raise your hand if you want PREDICTABLE writing income! [If so, check this out!]( Tell everyone that you're a copywriter! [Social media post about getting first potential client] Congrats, Sylvia! You made a large step forward and "caught that car" by networking! Make sure to let us know what happens with that client. Have your own story to share? Email us at mysuccess@awai.com, or [post it over in the Facebook group](, so we can celebrate your win too! Full Access for Just $1!!! This free blueprint shows you how to make $2,500 to $8,000 a month as a writer. And for just a buck, you'll gain access to every resource you'll need to execute that blueprint. All the roadmaps … All the articles … All the how-to videos … All the training webinars … The member forum, the job board, the tutorials, the tools … All of it! 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