Knowing the purpose of writing helps you write better. Be it a Newsletter or a Love letter 😉

So, What’s the purpose of writing a Newsletter?

The purpose of writing a Newsletter is:

#1 To provide some value to the reader (who is possibly your future client).

Only if the reader finds it valuable, will they open your next newsletter.

Or even worse, they might completely cut off connection with you by unsubscribing!

#2 It’s an opportunity to:

• Develop an empathetic relationship with your subscribers.
• Nurture the subscribers with your wisdom in a shared field of interest.
• Inspire them with your innovative ideas.
• Show them how they can replicate your success.
• Make them believe it’s a win-win for both.
• Get your name out there so you are top-of-mind when the time comes for them to need your services.
• Convert the subscriber into a client.

How Could I Accomplish This Effectively?

I could do this effectively by learning from experts. So I Googled, “How can I write a newsletter that gets opened and read?”. The result that I found most helpful was this interview with Joanna Wiebe (An expert Copywriter).

Here’s what I learned from her:

1. Newsletter should look like a personalized email and not like a website.
2. Instead of putting images in left column and text in right, write it in simple and easy to understand text.
3. Let the subscriber read just one thing at a times, it’s powerful. Notifications in a mobile phone are enough for distractions.
4. Don’t bug the subscriber with irrelevant information, he is already too busy, value his time.
5. Provide value through your words. Something that can help your subscriber.

Reading this interview saved me from making the biggest mistake I was about to make. phew !

I was about to use the following HubSpot template to make my newsletter look like a website rather than a personalized email.

#AQuickTip: HubSpot is just a tool, but using it blindly won’t reap benefits. If you learn to use it wisely, it can do wonders.

#FoodForThought: Which email has higher chances of getting opened: a personal one or a generic one?

#AQuickTip: Wouldn’t you want to know whether your subscriber read your email or not? If yes, congratulations! Email tracking tools like HubSpot can help you with that.

Understanding Your Subscriber’s Mindset

To write a personalized email, I need to understand what’s on the mind of our subscribers. What are their pain points? How can I address them and help them out?

Let’s do some brainstorming here:

• Who am I?
  I’m a copywriter for Concurate.
• Who are our ideal clients?
  Companies that have achieved a good level of success but are struggling to grow beyond that.
• What do we do at Concurate?
  We partner with the founders/CEOs of such companies to help them grow beyond the point where they find themselves stagnant.
• What’s their biggest challenge?
  They know how to bring in business themselves, but what they don’t know is how to replicate this charm of selling in their sales team.

Common Challenges Faced by Subscribers

I know that founders/CEOs don’t have time to read about just anything. However, one thing is for sure: They will definitely take out time to read how they can generate 2x or 3x revenue.

Just like a mom whose child has speech difficulties would read any length of advice to help her child improve.

The most common problems faced at such a stage are:

• Most of the business is coming from star sellers in the sales team.
• Even by hiring high-priced sales veterans and expanding the sales team, they didn’t get the expected revenue growth.
• Even after spending tons of money on marketing, there was no significant ROI.
• Hundreds of leads, but only fractional conversions.
• Uncertainty about what’s happening in the sales team and how to use sales data to increase revenue.
• Spending a lot of time acquiring new clients, but it doesn’t seem worth it.
• Need help with upselling or cross-selling.
• Leads aren’t able to recall your business when they need your services.

(Wondering how I know about these challenges? It’s because these were the same challenges our founder faced a few years ago.)

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Applying Reverse Engineering to Newsletter Writing

My first goal is to make the receiver open my email!

To do this, I went to my inbox to see which was the last newsletter I opened and read.

The newsletter that caught my attention was from Joanna Wiebe at Copy Hackers (a renowned influencer in the field of copywriting). Her name was on top-of-mind because, as you know, I’m a copywriter and want to keep improving my craft.

I still clearly remember reading her piece titled, “Is $5000 a lot to charge for a sales page?” The main idea was that paying $5000 for a sales page is not too much if the ROI is multifold. The article was written after interviewing 14 marketers, which brought valuable insights directly from the industry.

What Triggers Subscribers to Open Your Emails?

Out of 11 emails from Joanna Wiebe, I opened 3 emails. What triggered me to open these three?

• Curiosity about the term “BOFU.”
• The use of the word “copywriter” in the subject line.
• The word “Rookie” – I didn’t want to appear as a newbie.

These are the types of triggers that work in subject lines. Here’s what I learned from this and applied to my own email strategy:

What Does the Receiver See Before Opening My Email?

• My or my company’s name.
• Subject of the email.
• Some initial text of my email.

#AQuickTip: Subject line has to be really powerful to grab the subscriber’s attention.

My First Newsletter Email

Here’s how my first newsletter email was structured:

• Short
• Personalized
• To-the-point
• Value: Tips to handle pricing questions.

The email was sent with my name as the sender – Aditi Syal. People prefer to hear from humans rather than companies, right?

Subject: How to answer “How much is it?” question asked by your clients?

Would you have opened and read it, if you had received it?

#OurWisdom:

It’s worthy to curate personalized content for just a few rather than writing generalized content for the masses. Once your subscriber base increases, segmenting them and curating content accordingly will be of great help.

BTW, Do you hear podcasts while gymming or walking? May be you would like to hear these podcasts too 🙂

Final Thoughts:

At Concurate, we help businesses create personalized, high-impact content strategies that not only drive engagement but also foster genuine connections with their audience.

If you’re looking to enhance your content strategy and ultimately drive more conversions, let’s connect! We’ll help you develop content that’s not only read but acted upon.

Block a time on our calendar today for a quick strategy call.