Wednesday, September 1, 2010

Why So Many Newsletters?

As I sit here writing this I have to giggle under my breath. Let me tell you why. The other day a friend of mine complained about the number of newsletters that she gets every day. Of course, being me, I came back with, "Well, didn't you sign up to get them?" The answer, "I suppose I did but it takes so long to read them all and they take up a lot of room in my inbox."

It is interesting that people sign up for information and then get irritated and complain when they receive that information. If you don't want that information then scroll down to the bottom of the newsletter and click the "unsubscribe" button. Now, isn't that simple?

Another way to look at all those newsletters is to allow them to be a teaching lesson. What in the world do I mean by that?

If you are a marketer it is a MUST that you learn copy-writing. You can read books or join programs. You can watch videos on copy-writing. You can even listen to someone talk about copy-writing. And, you will learn a lot.

But, then, what?

I subscribe to a number of newsletters to see copy-writing skills in action. I study the subject lines - header, the content and the close or better known as "the call to action".

You can learn a great deal of good tactics by doing this. Don't think of those newsletters as being just a thing trying to sell you something. Look at them as a teaching tool. You can achieve a good strategy for your own writing by taking the time to scrutinize those so-called pesting newsletters.

Learn to look at a newsletter with an open eye for copy-writing. In analyzing, taking apart, a newsletter think about these areas: 
The subject line:
* Most important
* Did it make you open it
* Did you want to open it to read more
* Is it catchy
* Did it make you curious
* Did it make you mad

The body:
* Is it commanding your attention
* Is it interesting
* Is it teaching you something
* Is it giving you benefits
* Is it just speaking about the author
* Are you getting bored
* Is it just trying to sell you something

The closing, a call to action:
* Does it make you want to click
* Do you want to click
* Is it too far down or spread out in different places

Be judgmental in your evaluation. The next time you get a newsletter learn something from it. Don't get me wrong, I am not saying to subscribe to every dick and harry newsletter out there. Be selective. Subscribe to some good marketer's newsletters and you will begin to be able to write better, compelling copy yourself.

Happy Writing...


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