Words are powerful, magical even. But you don't need a clever tagline to attract new business. (Let's face it, clever doesn't actually SELL anything.) You must, however, adjust your perspective before you sit down at your computer.
The three tips below will help you write your newsletter content so that you attract your favorite (and most profitable) customers.
Tip #1: Provide Valuable Information that Sticks
You want your newsletter recipients to look forward to hearing from you. As always, focus on your ideal customers and provide information they want to read--content that is relevant to their lives, needs and wants. Give them your best advice, your most significant secrets.
Engage their curiosity by providing interesting information they may not have heard before. Provide tips to overcome their biggest frustrations. Sharing your valuable information differentiates you and your business from the competition and establishes you as the expert in your field.
That said, avoid telling them solely “what” you do to help. Experts tend to go into the jargon of their craft. You can highlight the features of your work, but those must be immediately followed by the “sticky” benefits that make you memorable.
For example, I was speaking with a chiropractor once who proudly mentioned that he used a certain style of adjustment (which I can’t remember the name of now). I needed to hear something like: “I adjust people using the Xavier Method, which allows them to remain seated. This is great for patients who have trouble getting on and off my table.” See, there’s the feature (the Xavier Method, which I made up), quickly followed by a “sticky” benefit. I’d remember that benefit the next time I’m speaking to the director of a retirement community. Now wouldn’t that be a great referral?
Tip #2: Write to One Person—Your Ideal Client
While you’re writing, it’s helpful to envision your ideal client and imagine you’re writing to that person. The better you know your ideal client, the more effectively you break through the computer screen and become real to your reader.
Writing to one person is much more efficient (and profitable) because you’re customizing your message to your best customers. You can’t be all things to all people. It would take a long time to craft a message that includes all the different types of people you typically serve in a day.
Admit it, you have your favorites. The clients you love seeing: they follow your instructions and get great results, they pay what you ask (on time), and their wonderful referrals are just like them! If you pay attention, you’ll see patterns that define your ideal client. Write to that person.
Remember, the most seductive 3-letter word in the English language is Y.O.U. When you’re writing, use it! Just like you would when you’re speaking to someone who’s sitting right there. This engages the reader in the “conversation”.
Communicate so that you evoke feelings you know they have, pain you know they feel. I’m not asking you to be manipulative. You want to let them know that you understand their situation—how it affects their lives physically and mentally, how it affects their family and people they love. You won’t convert a prospect into a patient until they feel like you “get” them and know how to help them.
Tip #3: Be Authentic
You’ve heard it many times—be yourself! This applies to your business, too. You went to a lot of trouble to determine why you’re in business and what kind of customers you prefer. It’s part of your branding. So riddle me this, Batman, why do I see SO MANY practitioners advertising to people who are NOT their ideal customers?
If you dislike dealing with auto accident injuries and auto insurance, don’t write articles about whiplash. If you want customers that pay top-dollar for massages, don’t provide a coupon for 50% off. Why? It only attracts prospects interested in freebies and a one-time appointment, not the clients who VALUE your services and intend to establish an ongoing relationship with you.
If you’re being authentic in your newsletter, it will become very clear to your readers what you stand for—and what you stand against. Those who share your views (or are even challenged by them) will stay on your list, just to read what you have to say next!
An author named Simon Sinek wrote a book called Start with Why, where he explains, “People don’t buy what you do, they buy why you do it.”
This 18-minute video is well worth watching:
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
Incidentally, these secrets apply to all of your marketing content: newsletters, brochures, articles, email, etc. The mission and personality of your business should shine through in every communication.
I hope these three tips have been helpful to you. Providing valuable information to your ideal clients in your own authentic way differentiates you from your competitors and attracts customers who want to do business with you. Imagine seeing one loyal client/patient after another. Now that, my friends, is magical!
Great advice -- thank you!