Part II: The Power of the Newsletter
In last month's edition of Inside Direct Mail, you read how a good promotional newsletter offers valuable, worthwhile information to its readers. This month you'll read pointers on choosing stories that interest those readers along with tips for writing headlines.
Remember, you're talking to customers and prospects. Keep their needs and interests in mind at all times. They want new information that helps them on a daily basis. So, consider providing them with:
1. Product information/application stories: Share success stories about an old or new product. Simply tell your readers about other people's positive experiences with that product.
2. Company information: Stories that acknowledge your achievements lend credibility to your business. Customers/prospects read about how others respect you and therefore, begin to look at you as an expert in your field.
3. People stories: People like reading about people, especially if it's people they know personally (such as their sales or customer service representatives).
4. Related interest stories: Is there something happening in current events that relates to your business (i.e., the economy, sustainability, solar energy, recycling, etc.)?
5. "How-to" features: 10 steps to better health, 14 guidelines to turn $1 into a thousand, four ways to get great results from a writer, etc.
When choosing a story, keep your schedule and deadlines in mind. Remember that it takes time to research a story, interview people, write the story, take photos if needed, etc. It's important to leave enough time for each step to be completed efficiently, not rushed.
Here are nine tips for writing headlines:
1. Include the word "you."
2. Write the article first, and then go through it. Many times you'll find a good headline hidden inside the body copy.
3. Doing a book review? The title of the book is often the best headline.