If you own or operate a business, then you know that having an engaging newsletter is a way to grab the attention of readers and potential customers. Think about your business, what you offer, and what the public expects from you. Come up with ideas for interesting pieces to place in your company newsletter.
Many people like trivia questions. Create questions that detail positive information about your product or service. The questions can be asked on the first page and then either answered on the back page, or saved for the next newsletter. For example, if you are introducing a new product rich in Vitamin C, you might ask: "What are the Institute of Medicine's recommended dietary allowances for Vitamin C?" Readers will make the connection that this product benefits them.
Code Word Coupon
Place a code word coupon somewhere in the newsletter. This might be on the front page to grab the reader's attention, or it might be in a side column of the newsletter. Select a code word that relates to your business or the promotion you are offering. For example, if you own a party store and are giving a 25 percent discount of helium balloons, create a coupon giving the discount if the customer mentions the word "balloon" when ordering over the phone or in person.
Additionally, you can place a code word discount box on your company website's checkout page. In the newsletter you can instruct the customer to place the same code word, in the example "balloon," in the box. Instruct customers to refresh the page or press enter to apply the discount.
Weird and Wacky
Sometimes going off focus with your newsletter endears people to reading it. Therefore, create a section of the newsletter devoted to the weird and wacky. In this section, detail short blurbs, perhaps related to your products or services, about people who have done strange things throughout the world. The humor and fascination that people have with stories that are a bit off kilter will keep them reading the rest of the newsletter. The placement of this section can be in a side column or between two stories in the front half of the newsletter. Avoid putting this content at the end of the newsletter because the purpose is to keep people reading more.
Select an employee and spotlight him for the newsletter. You might discuss where he grew up, his higher education, why he is passionate about working for the company and his family life, hobbies and interests. By spotlighting an employee and the role he has in the company, you let your customers feel a personal connection. Putting a name and a face that goes beyond the company logo helps endear customers to your product or service.
Bring an expert to talk about your product, service or the industry you operate in as a whole. You should disclose if the guest expert is a paid spokesperson. If you do not want guest experts to come across as if they are selling, they can talk about the industry as they see it. For example, if you have a real estate newsletter, you might feature a well-respected mortgage banker. Invite him to share his perspective on where the commercial and residential real estate market is and where it is headed.
At the very end of your newsletter, provide contact information for your company and invite customers to give you feedback. For example, if you own a small specialty market, and the newsletter is filled with new items you are carrying, invite customers to share how they like those items, if the price point was acceptable, and ask if there are other items they would like to see your store carry.