Ever found yourself staring at your client and prospect list, eager to send out newsletters that not only provide value but also deepen your relationship with them? Yet, week after week, it becomes a serious challenge, requiring you to constantly hunt for topics. Sometimes, there just seems to be nothing worthy to write about in a newsletter, right?
Often, clients express their eagerness to regularly send out newsletters but get stuck because they feel they have nothing to say. We tell them – your business is a universe unto itself! Drawing from our experience, there are plenty of intriguing topics to write about, offering clients diverse and valuable content.
We’ve decided to halt everything and address a question that plagues many business owners:
What to Write in a Newsletter?
Here, we’ve compiled 8 content ideas to incorporate into your newsletters, helping you provide value to your clients and maintain diversity (in the second part of the article, we’ll offer a method for working with these ideas).
1. Professional Insights | Industry News Updates
It’s crucial to remember that your clients might not be well-versed in your professional field, and even basic definitions or terms that seem crystal clear to you might not be so for them.
Include brief and accessible explanations in your newsletters about fundamental concepts or interesting news in your field.
For example, if you’re in interior design, you could explain different types of materials used in renovations and their purposes. Therapists can differentiate between various emotional phenomena, fitness professionals can delve into core muscles and their importance, nutritionists can detail vital vitamins and their roles, photographers can elaborate on camera lens types and their uses, and so forth.
2. Repetitive content types – Q&A | Tips | Inspiration
Whether you send newsletters biweekly or monthly, having repetitive content types can create a sense of continuity between emails and enable you to provide accessible value easily.
The idea behind this is to create varied content under a recurring title. Here are some examples from our newsletters: “Champion Tips” where each newsletter presents a tip for utilizing a system or feature, “Ask the Expert” – questions you send us and our answers.
Examples: Q&A (you can ask clients to raise questions on social platforms and answer one or two in the newsletter each time), professional tips, news and updates, inspiration corner, weekly client spotlight.
3. Updates – What’s New in the Business
Your clients will be glad to hear what’s new in your business, whether you attended an interesting professional conference, completed essential training, learned a new field to enhance your professional toolkit, or participated in an intriguing professional project.
Even if it may seem uninteresting or irrelevant to you, remember that your clients love to know that you’re a business that evolves and refreshes itself, investing in learning and staying updated on all the important matters professionally.
4. Client Case Studies
When you recount a process you’ve been through with a client, from the initial referral and presenting the need/problem to the solution, you create identification with clients experiencing similar issues, who will also want to seek your help.
Additionally, it allows you to share how you provide service, talk about the highlights of your process, and detail the variety of needs and problems your clients have, along with the various solutions you can offer.
All these build a strong sense of trust, highlight your professionalism, and significantly increase the likelihood that clients with similar problems and needs will turn to you.
Of course, this can be done discreetly, without revealing customer details if they concern sensitive topics.
5. Tutorials and DIY
People love learning how to do things, so tutorial and DIY content works really well. Include short videos or written guides related to your field of expertise, whether it’s teaching clients to create something or guiding them in usage. If you sell products, it could be demonstrating how to use them, or offering guidance on handling different situations and explaining processes if you’re service providers and consultants.
6. Behind the Scenes
Pictures and stories from your business’s daily life, preparations for meetings, working on content in front of the computer, or summaries of consultations and price proposals – share these with your contacts through photos showing you even in these moments, or write a few words about how you do it and what your workflow is like on various topics. Yes, it works in newsletters too, not just on social media. Remember that customers seek value from you not only on Facebook and Instagram.
The goal is to strengthen the personal connection and show more facets of your business activities. Ultimately, people connect with people, and the way you conduct your business can tell a lot about who leads it. Sharing like this helps clients connect with you, reinforcing their trust in your professionalism.
7. Links to Blogs / External Websites
Do you have a website or blog where you publish professional articles? Include links to such articles in your newsletters. This way, you not only offer additional value to your clients but also generate traffic to your website/blog.
Additionally, occasionally include links to external websites or pages of professionals and colleagues you admire and get inspiration from, sharing relevant and interesting content related to your professional world.
8. Personalized Greetings | Customized Offers
Use content customization to make your emails personal. This allows you to offer your audience super-relevant content tailored to them, like birthday specials and offers, or discounts on services and products related to their interests, status, location, etc.
The more personalized the email content is to the readers, making them feel they received a unique offer from you, the significantly higher the chance they’ll convert the purchase offer and remember you as business owners who provide value and cater to their needs, leading to repeat purchases.
So, what do you do with all of this now?
Ah, good that you asked!
Now, to implement this practically – prepare yourself a list/table/whatever works best for you in writing, and plan ahead what you’re going to write in the coming months.
That means, under each item we detailed above, write down everything that comes to mind and might be relevant as a topic:
* Names of professional terms worth knowing in your field. Start from the basics and build from there.
* Questions that are frequently asked of you in the context of your profession.
* Tips you want to write to your audience on using products, handling situations, operating procedures, etc.
* Professional updates from the business’s life.
* Names of all clients you have interesting process stories with, even if it happened a while ago 🙂
* Ideas for written or filmed tutorials (or links to those you’ve already published).
* Links to interesting blog articles of yours or colleagues, links to inspiring websites you love.
* A list of events, courses, or conferences you’ve participated in or plan to participate in soon.
Once all of this is ready for you in advance, start scheduling topics for yourself by newsletter dates you want to send out – what will be written in each newsletter. So when the time comes, you already have the planned topics for that newsletter.
This will make the whole process much easier and convenient for you and help you send out newsletters regularly.
Anything else?
Yes! Don’t forget to add a headline that will make your audience want to open the email!
Good luck!!!
