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Writing Newsletters
by Barbara Mencer
Several of our readers have asked me how we do it.
How do we come up with something worthwhile to say in two different newsletters each month?
In most cases, the people asking have a newsletter they're currently producing and they're struggling to come up with topics, much less write the darn thing. The rest of the folks are thinking about starting a newsletter and they're not so sure they're up to it.
So, we'd like to humbly offer some "how to's" on writing a newsletter that may be helpful to you.
But first, despite the challenges, we definitely do encourage you to use a newsletter to keep in touch with the people you've come in contact with. It's a great way for them to get to know you better and gain an enhanced understanding of what you do. It's a way to give something of value to others, to touch their lives and make a difference ... at little cost to you. It's also a wonderful way to sharpen your own thinking on important subjects. Plus, it makes you a better writer.
And let me say this. Bless you folks! Denise and I have gotten so many supportive and encouraging comments back from you over the years that it really has made it a satisfying endeavor.
But sure, like anything that involves a deadline and starting from scratch every other week, it can be a challenge.
Sometimes it's time for the newsletter and we don't have a topic or we're swamped and would love to have the time to focus on something else. Someone complained to me recently that writing her newsletter is a grind while ours appear "effortless and done with love."
They are done with love, and thanks for the compliment. I'm glad they seem effortless. They aren't. We put a great deal of effort into each newsletter.
So, what guidelines do we follow? To the extent that our newsletters are of value to you and readable, what makes them work and what can you learn from our experience?
1: Above all, give value. Make the newsletters worth opening. People have a million things competing for their time and attention. Make the experience worthwhile or don't bother. Be reader focused. Always ask ... "What's in it for them?" Speak directly to the reader.
Some people think they can just throw some fluff and filler in a newsletter, because all they're using it for is to market their products and services. No. If you're not prepared to give real value, forget it. It won't work, and it's insulting to your readers. Sure, you can use it to market your products and services. Just don't start with that as your reason for writing, and don't overdo it.
2: Let your inspiration come from your experience of life as it relates to your field. Write about what you know. Write about what you find interesting. Be on the lookout for ideas.
3: Make it personal. Be genuine. Share your own life experiences. Allow yourself to be vulnerable. Nobody's perfect. We all know it. Don't try to present yourself as the be all and end all of knowledge or insight. Just humbly but boldly share what you believe can be of value to your readers.
4: Write in a conversational style. We don't write so much as we just "speak" on paper. It's easier to create and easier to read.
5: Tell stories. Give examples. Look for the humor in things. Don't plod through. Reach out and grab people's attention and keep things lively. Don't be afraid to cut.
6: Ruminate on your subject for a while and then write. Allow your intuition and inner voice to guide you. We don't get writer's block. Why? Because, while we seldom have an idea that's fully formed, we dive in anyway and just start writing, trusting that it'll turn out okay.
And guess what? It always evolves into what we really wanted to say, but that evolution can't occur if you're afraid to start for fear of not getting it right. There is no right. There's either compelling or not compelling ... useful or not useful. Just aim for compelling and useful and you'll be fine.
Hope this helps.
And with that, another newsletter is done. Phew!
Until next time ...
Warmest Regards,
Barbara
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