Content is king when sending out your e-news. Resist the sell, sell, sell copy. You want to give your audience value when they open your email. Think of Pavlov. After so many opens. If you only are selling and not sharing / educating, why should I expect anything different when I see your e-news come into my inbox?
Try on these 3 ideas for creating content for your email marketing communications:
No. 1 Share a success story. Let people know how someone used your product or service and got results. Had fun. Learned something. Made more money. Increased their lead captures.
No. 2 Be a motivator. You're the expert in your field. Help others understand how they can excel. And when they do, be the first to cheer them on! Give credit, where credit is due. Encourage them to do more of the same. Use a case study in your e-news on how someone uses you as a coach or mentor.
No. 3 Give relevant answers. Answers to questions you know they are thinking about. For example, I know many of my e-news readers are lying awake wondering whether they should be spending time on social networking i.e. LinkedIn, Facebook, Plaxo? Why wait for them to ask? Include a valuable answer, and you'll soon be viewed as a resource of information.
Check which e-news you read--and ask yourself "Why?"
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