The thought of receiving yet another dead boring newsletter into my inbox leaves me poised over the ‘delete’ key. So get the sales defibrillator out because this next edition of Extreme Sales Makeover is all about shocking new life into online newsletters in a way that has readers reaching for their credit card rather than their recycle bin.
Here’s a real-life example for us to work on to improve our skills.
1. Meet Myriam Thibault
2. Myriam has asked for our help
“I’m just about to launch my (long overdue) website for Mytinerary, and I need your assistance. I want to leverage this launch to start collecting more contact details so I can grow my database. This will in turn help .me promote my tours and events, and ultimately boost sales. One of the tactics I have in mind is to launch a free monthly newsletter.”
How can you assist Myriam?
Myriam has asked three questions for your consideration and help:
a. Would a monthly newsletter be a useful tool for Myriam?
I’m aware we tend to get too many newsletters these days, with many ending up straight in the bin. On the other hand, I think in my case it could be a useful tool, that could work well in combination with my blog. Any thoughts? Do you think monthly would be a good frequency?
b. What content will make her newsletter engaging?
I thought the newsletter could break down into 4 or 5 mini-sections, each starting with a catchy headline. In terms of content, I’d go for a mix of the following (not all of that in the same newsletter obviously):
* sell something (e.g. sell the next chocolate tour, or next event, or feature a special offer) with a clear “Book Now” button and where possible a time-sensitive incentive (e.g. early bird rate);
* for the diary: upcoming events of interest in Sydney and Paris (e.g. play, festival, special dinner, exhibition, etc);
* top tips (around travel, food, shopping), do’s and dont’s;
* itinerary suggestions, focusing either on a region or district (e.g. 24 hours in Surry Hills, 24 hours in Provence, a weekend in the Hawkesbury) or focusing around a celebrity (e.g. Oprah’s Sydney favourites; Cate Blanchett’s Sydney; Alain Ducasse’s Paris, etc);
* competitions (subscribe and win, or tell us in 25 words or less why you should win). For instance, Robin once had the idea of running a “Where am I?” competition, where I post a picture and people have to guess the location based on my surroundings;
* a gift suggestion focusing on my products (eg promote voucher; or give ideas for B-day / anniversary / Xmas gifts with a clear “buy now” link);
* testimonials (written or videos);
* did you know that… (+ a quirky fact or story around Sydney/Paris).
Plus bullet-point recap at the beginning of the newsletter to sign-post content; ‘About us’ profile at bottom of newsletter with contact details and the usual social media links.
c. Any other tactics to capture reader details?
Any other tactics I should consider to capture details, beside the newsletter? For example, I’m not sure offering free e-books or podcasts to download would be relevant for me?
Let’s help Myriam succeed
You don’t need to be a master persuader, copywriter or online expert to contribute. A key lesson from the Sharewords workshop (that is still ‘live’) is that every idea, no matter how small or seemingly insignificant, helps the group succeed. No ideas? Then leave some encouragement or words of support. This will fuel the efforts of others.
Simply write your suggestions, questions and or ideas in the comments below and both Myriam and I will respond where appropriate.
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