Create Your Content

So let’s get down to the nitty-gritty of creating your newsletter.

Just what are you going to write about?

The thought you put into creating your content is absolutely critical to the success of your newsletter. Your newsletter will only generate positive results if the content is good.

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And I’m not just talking about articles that are devoid of typos and grammatical errors – I’m talking about creating articles that engage your audience.

SO how the heck do you do that?

Let me tell you…

There are three elements you need to consider…

1.    WHO is going to read this?

2.    HOW do you want you and your business to come across

3.    WHAT content will naturally appeal to your audience and express your unique personality?

1.    Who’s the right WHO for you?

You need to have an idea of WHO your target customer is and what they’ll be interested in reading. But to do that, you need to have an idea of their drivers, interests and motivation. Here are some questions worth answering…

1.    What do your customers want and aspire to?

2.    What are their fears, challenges and frustrations?

3.    What keeps them up at night?

4.    What do they like and dislike?

5.    What conversations are happening around their kitchen table?

6.    How do they relax

2.    Express your PERSONALITY

Secondly you need to think about how you will communicate your business’ personality through your words. After all, if your newsletter is about building relationships, you need to give people material that allows them to connect with you on a personal level.

Avoid the temptation to put on some posh corporate tone in your newsletter. Instead keep your language simple, conversational and informal. Try to write as if you were speaking out loud and your natural voice will shine through.

And believe me - that far more interesting, engaging and readable than the alternative.

3.    What content?

Finally you need to translate what you know your customer will be interested in, into a series of features, articles and fillers.

I'm writing up 14 different types of content that you could include that I'll post up for you shortly…

In the meantime if you want any help getting your Newsletter off the ground give me a call on 01823 218 88 or drop me an email at

About the author

Print Guy

Based in Taunton at the home of Somerset Cricket Club. With over 40 Years of Print Industry experience we want to help you with your Print, Mailing and Design to allow the power of print to improve your business.

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