How Writing A Newsletter Should Be Like Writing A Letter To Santa
Writing a newsletter
is hard. Writing a newsletter people want to read is even harder. But you can
make the writing easier for you and more fun for your clients to read by doing
what second graders do.
Write your
newsletters to an imaginary person that's jolly and friendly and can give you
what you want.
Except in your case it's not Santa. It's an imaginary client. And
no, I'm not making this up. Well maybe I am, but it still makes sense.
Having an
imaginary client helps you keep your communications focused. By writing directly
to one person, you can be more genuine and friendly in your tone. It also
keeps your writing from sounding generic or, even worse, like sales speak. And
that's important.
Because clients and prospects will find it easier to make a connection with you
when they feel like you're talking directly to them. It's the difference
between receiving a letter addressed directly to them or to "Current
Resident."
Reaching Out To More People
You may be
thinking that by writing to one client you would be alienating others. But
you'd actually be attracting even more clients.
Because your imaginary client is a lot like your real ones, only
better. Your imaginary client should be someone that fits your client
profile and also has the qualities you most desire in a client.
If
you speak to this one person directly, you will be reaching people that
are in tune with you and your business. You'll become a magnet for just
the kind of client you're looking for.
Also keep in mind that
your customer base won't know that you're writing to your imaginary
client. They will feel like you're speaking directly to them. (Unless
you're my client, then the cat is out of bag.)
How To Create An Imaginary Client
Think
about your real clients. What are they like? Are they mostly male or
female? Formal or casual? Young or old? What makes them good clients?
Go
ahead and write down a list. Then use the list to help you create your
imaginary client's profile. The more specific you can be, the more
focused your writing will be. This client should be like a friend to
you. So when you sit down to write you'll be animated and looking
forward to sharing with them.
To help get you going, I'm including my description of Rose, my imaginary client:
 Rose owns a catering
business in Miami and she specializes in small corporate events and
private parties. She's from Italy but has lived here most of her life.
She has business savvy and is computer literate. While she handles most
of her own marketing, she farms out some tasks such as web design and
email marketing. She's married with two kids and has a Chihuahua named
Cookie. She also likes to drop by my office and bring me home-made
goodies and Starbucks every Friday.
(Note to my real clients: If this doesn't sound like you, that's OK. You don't need to bake me cookies -- you're still my favorite client. But the Starbucks would be nice;)
I hope this helps make your newsletter writing more fun for you and your real clients.
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