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Newsletters are becoming ever more popular. Not surprising – since all
editors know that they are a tried and tested method for both disseminating
information and subtly (and quite frequently blatantly) promoting any product or
service. In short, newsletters work for their owners.
IT’S A CROWDED WORLD OUT THERE. But the Internet and Email (as well as lower
print production costs) have meant that the number of newsletter Titles is
growing at breakneck speed!
And with new Titles being published by the hour - covering just about every
subject under the sun - the market is getting pretty jam-packed out there.
So how are you going to ensure that your newsletter doesn’t get crowded-out? How
will you guarantee that your publication gains and develops a truly loyal
readership, when they could so easily be distracted by your competitors’
newsletter offerings?
The answer?
YOU’VE GOT TO GIVE YOUR PUBLICATION A TON OF "NEWSLETTER PERSONALITY".
Or to put it more accurately, you actually need to allow your own personality
the space to shine through and dominate your written publication.
You see, when somebody meets you face-to-face they are quickly presented with
(and pick up on) your personality traits and this makes you instantly memorable.
Even when you have a conversation on the phone, you naturally give over a whole
range of characteristics that mean that you’ll likely be remembered in the
future.
But once you’re in writing, particularly if it’s in the form of a plain text
email, then you’ve got to fight harder to have your personality shine through.
And the stakes couldn’t be higher. If you fail to impress your readers, then
they will quickly forget all about you and move onto your competition. But the
*best* way to distinguish yourself is to let your personality leap at the
reader, right off the page or screen!
Now many newsletter editors face a problem that they are more accustomed to
writing somber business documents than publishing a lively and memorable read.
HERE IS A TIP TO HELP YOU GET YOUR "NEWSLETTER PERSONALITY" RIGHT OUT THERE.
Think about your favorite newspaper. Maybe it’s the New York Times, USA Today or
some local paper that you buy weekly. Somewhere in that paper there will be a
columnist that you probably turn to and read week-in week-out. Why? Because you
feel you know the characteristics of the writer. You understand where they’re
coming from, on a whole range of issues. You either empathize with their views
or read the column because it makes you angry and you enjoy the controversy.
No matter. What that journalist has achieved is to make their own personality
leap from the paper. And you need to emulate precisely that approach in your
entire newsletter!
HOW TO HAVE COMPLETE STRANGERS FEEL THEY KNOW YOU.
If you don’t do it already, start telling your readership a little bit about
yourself. People like to feel they know you and understand where you’re coming
from. Here are some handy pointers. Just pull out and use the ones that best
apply for your own newsletter readership.
ENSURE THAT YOUR READERS KNOW WHERE YOU ARE FROM. People automatically start to
think they know you and build a picture just from a place name, State or
Country. You may not have been there for years, but it’ll start to build an
image picture in your readers’ minds!
ESTABLISH WHETHER YOU ARE STRAIGHT-LACED OR A BIT OF A JOKER. Humor can work
wonders, but if you’re not a natural funny man (or woman) then don’t try and
fake it. Just beyourself.
BE FORTHRIGHT ABOUT YOUR VIEWS. Don’t sit on the fence worrying about whether
your readership will agree or not. Establish where you are coming from
straight-away and celebrate the fact. Either your readers will agree or if they
disagree, it will create some interest and soon you’ll get readers letters,
etc...you get the idea.
Whether you’re new to the newsletter editing game or already established,
remember that your readers have a choice. If your publication comes across as
faceless and lacking in personality, the chances are your readers will jump
ship, right across to the nearest competition.
Good luck,
Michael Green
© How To Corporation. All rights reserved.
About The Author
Michael Green is known as THE newsletter guru. He's created two toolkits to help
YOU create your own newsletter or Ezine
http://www.howtoWRITEaNEWSLETTER.com and
http://www.EasyEzineToolkit.com .
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